Purpose-This study aimed to develop a framework to explain the reciprocity of the value cocreation process in mobile hotel booking context, and to clarify values for customer and supplier. Design/methodology/approach-A research framework was developed based on the previous literature to derive insights on value co-creation process. Online surveys were conducted among mobile hotel bookers in China. Confirmatory factor analysis and structural equation modeling were used to test the proposed framework. Findings-The findings suggested that suppliers should improve the values for customers (Functionality, Usability, and Perceived Value) to achieve values for themselves [Customer Lifetime Value (CLV), Customer Knowledge Value(CKV), Customer Referral Value (CRV), and Customer Influencer Value (CIV)]. The relation between satisfaction and CLV was moderated by the CIV from other customers. Practical implications-Suppliers should enhance customer value from the aspects of functionality, usability, and perceived value to earn a competitive advantage. Moreover, for suppliers, non-transactional values such as other Customer's Influencer Value play an increasingly critical role apart from economic value for development. Originality/value-This study not only added empirical analysis on value co-creation in m-Tourism, but also extended the current literature by validating a research model which integrates website evaluation research with Kumar et al. (2010)'s Customer Engagement Value framework. Instead of serving as a mediator, mobile App was regarded as one of the indispensable actors involved in value co-creation.