Critical Issues in Tourism Co-Creation

Co-creation in tourism is a growing trend that challenges traditional approaches to value creation, arguing that tourism producers and consumers co-create value together and that this value is more diverse than just economic value. Technologies such as social media, ratings and review tools, and e-commerce are facilitating the creation of diverse values, and a wide range of stakeholders can benefit from the value co-creation process. This edited volume explores the rich historical lineage of co-creation and its contemporary practices.

Format: Paperback / softback
Length: 108 pages
Publication date: 25 September 2023
Publisher: Taylor & Francis Ltd

Co-creation is gaining significant traction within the realm of tourism, challenging traditional notions of value creation. Conventionally, operators and suppliers strive to produce goods and services that cater to the needs and desires of tourists, with economic value being the primary measure of success. However, co-creation posits that value is not solely generated by these entities but is collaboratively created by tourists and tourism producers. This value is far more diverse than mere economic value, encompassing social, environmental, emotional, reputational, and other dimensions.

The advent of technologies such as social media, ratings and review tools, and e-commerce has played a pivotal role in facilitating the creation of diverse values in tourism. These platforms enable tourists to share their experiences, provide feedback, and engage with others, leading to the generation of new insights and perspectives. As a result, innovative business models, such as the collaborative economy, have emerged, leveraging the power of co-creation to provide unique and personalized experiences to travelers.

Moreover, the value co-creation process extends beyond the realm of producers and consumers. It involves a wide range of stakeholders, including governments, non-profit organizations, local communities, and even tourists themselves. By engaging these stakeholders, the potential for positive social, environmental, and economic impacts is maximized. Co-creation can lead to the development of sustainable tourism practices, the preservation of cultural heritage, the promotion of local businesses, and the creation of job opportunities.

This edited volume aims to delve into the intricate and critical aspects of co-creation in tourism, moving beyond the dominant business, management, and marketing perspectives. By engaging authors from both academia and industry, the book explores the rich historical lineage of co-creation and its contemporary practices. The chapters in this book were originally published in Tourism Recreation Research, showcasing the latest research and insights in this field.

In conclusion, co-creation is revolutionizing the tourism industry by shifting the focus from mere production to collaborative value creation. By embracing the diverse perspectives and contributions of tourists, producers, and other stakeholders, the industry can unlock new opportunities for growth, innovation, and sustainable development. As the world continues to evolve, the importance of co-creation in tourism will only grow, ensuring that the industry remains relevant, dynamic, and inclusive for all.

Weight: 306g
Dimension: 209 x 278 x 11 (mm)
ISBN-13: 9780367761806