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Customers value the services and products of family firms. Especially the rural hospitality industry is dominated by family firms and shaped by high-contact services, where hosts and guests co-create value. Hypothesizing that behavioural and relational qualities of family firms are a central source for value co-creation and that a perceived family firm image (FFI) affects guests in co-creating value, this study investigates the effect of three relevant principles (trust, relationship commitment, social interaction ties) on value co-creation under the influence of FFI perception. The model is tested on a sample of 331 guests of Austrian rural hospitality firms. Findings show that relationship commitment and social interaction ties influence value co-creation, and a perceived FFI in particular strengthens the effect of social interaction ties on value co-creation. Implications suggest installing facilitators of value co-creation, enhancing …