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Conceptualizing the Value Co-Creation Challenge for Tourist Destinations: A Supply-Side Perspective

Marketing Places and Spaces

ISBN: 978-1-78441-940-0, eISBN: 978-1-78441-939-4

Publication date: 22 June 2015

Abstract

To date, most studies on value co-creation processes in tourism have thus far focused on the company–customer relationship. Tourism experiences are produced by a number of firms and organizations collaboratively. Hence, there is a need to further develop knowledge about co-creation issues also adopting the perspective of the network of relationships between local stakeholders (both public and private) which are involved in tourism development within a certain tourist destination. This conceptual study applies the theoretical approaches of Prahalad and Ramaswamy (2004a) and Ramaswamy and Gouillart (2010) in an attempt to identify a set of constructs that could influence the way local stakeholders can co-create the tourism offer. Specifically, the contribution of this chapter is placed on the development of a possible empirical application of the DART model to analyse the co-creation paradigm by adopting a supply-side perspective, which is still a quite non-common approach in tourism literature.

Keywords

Citation

Melis, G., McCabe, S. and Del Chiappa, G. (2015), "Conceptualizing the Value Co-Creation Challenge for Tourist Destinations: A Supply-Side Perspective", Marketing Places and Spaces (Advances in Culture, Tourism and Hospitality Research, Vol. 10), Emerald Group Publishing Limited, Leeds, pp. 75-89. https://doi.org/10.1108/S1871-317320150000010006

Publisher

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Emerald Group Publishing Limited

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