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1 – 10 of over 12000
Book part
Publication date: 22 January 2024

Pinaz Tiwari

As the consumer-centric approach is evolving in the 21st century, especially in the post-COVID-19 era, people seek unique experiences. Adopting co-creation in promoting a…

Abstract

As the consumer-centric approach is evolving in the 21st century, especially in the post-COVID-19 era, people seek unique experiences. Adopting co-creation in promoting a destination implies involving tourists, stakeholders and organisers in creating value for a product or service. The innovative strategy of co-creating experiences encourages tourists' engagement, leading to destination promotion. Some notable examples of co-creation in tourism are gastronomic tours, virtual tours and travel guides. This chapter aims at the significance of co-creating experiences at events that lead to destination promotion. Co-creation of experiences at events brings the spotlight from the stage to the audience and is considered the future of the experience economy. The study presents a case study of Jal Mahotsav in Madhya Pradesh, India. The study highlights the multi-stakeholder approach adopted by the authorities to co-create the event experience.

Details

Future Tourism Trends Volume 1
Type: Book
ISBN: 978-1-83753-245-2

Keywords

Article
Publication date: 21 May 2019

Holger Schallehn, Stefan Seuring, Jochen Strähle and Matthias Freise

The purpose of this paper is to propose a conceptual framework of experience co-creation that captures the multi-dimensionality of this construct, as well as a research process…

1769

Abstract

Purpose

The purpose of this paper is to propose a conceptual framework of experience co-creation that captures the multi-dimensionality of this construct, as well as a research process for defining of the antecedents of experience co-creation.

Design/methodology/approach

The framework of experience co-creation was conceptualized by means of a literature review. Subsequently, this framework was used as the conceptual basis for a qualitative content analysis of 66 empirical papers investigating alternative consumption models (ACMs), such as renting, remanufacturing, and second-hand models.

Findings

The qualitative content analysis resulted in 12 categories related to the consumer and 9 related to the ACM offerings that represent the antecedents of experience co-creation. These categories provide evidence that, to a large extent, the developed conceptual framework allows one to capture the multi-dimensionality of the experience co-creation construct.

Research limitations/implications

This study underscores the understanding of experience co-creation as a function of the characteristics of the offering – which are, in turn, a function of the consumers’ motives as determined by their lifeworlds – as well as to service design as an iterative approach to finding, creating and refining service offerings.

Practical implications

The investigation of the antecedents of experience co-creation can enable service providers to determine significant consumer market conditions for forecasting the suitability and viability of their offerings and to adjust their service designs accordingly.

Originality/value

This paper provides a step toward the operationalization of the dimension-related experience co-creation construct and presents an approach to defining the antecedents of experience co-creation by considering different research perspectives that can enhance service design research.

Details

Journal of Service Management, vol. 30 no. 2
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 15 March 2022

Maria Javed and Tahir Mumtaz Awan

This study explored the role of market mavens for young tourists and existential authenticity for young tourist co-creation experience. It determines intentions to revisit and…

763

Abstract

Purpose

This study explored the role of market mavens for young tourists and existential authenticity for young tourist co-creation experience. It determines intentions to revisit and intentions to recommend tourism service providers. The theoretical foundation of this study is based upon the macro-micro theory approach of service-dominant (S-D) logic and customer engagement, which explains the idea of tourist co-creation interactivity and value creation between the service provider and tourist.

Design/methodology/approach

The positivist deductive approach, survey-based methodology was followed for this study. Data was collected from 349 young tourists who have traveled and contributed to travel services through collaboration and interaction with the service provider. The data were analyzed in SmartPLS, and structured equation modeling technique was used for hypothesis testing.

Findings

It was found that market mavens have a positive impact on young tourist's co-creation process, hence depicting intention to revisit and recommend the tourism service provider. Existential authenticity was also found having positive impact on tourist co-creation and intention to revisit and recommend the service provider. The results show that young tourists plan domestic trips in Pakistan and co-create with service providers.

Research limitations/implications

This study theoretically and practically contributed in the literature and enhanced the literature concerning mainly the young tourists co-creation. It has also enhanced the knowledge about intentions to revisit and recommend with special focus on market mavens. Also, existential authenticity of the tourist spots was keenly considered in the underlying research.

Originality/value

This study highlights value-creation phenomenon in tourism for younger tourists. Their input is important in the form of creativity and innovation and by incorporating these young tourists in decision-making process. They ensure their ability to participate and design, resulting in loyalty towards service provider.

Details

Journal of Hospitality and Tourism Insights, vol. 6 no. 2
Type: Research Article
ISSN: 2514-9792

Keywords

Article
Publication date: 8 February 2021

Babak Taheri, Shahab Pourfakhimi, Girish Prayag, Martin J. Gannon and Jörg Finsterwalder

This study aims to investigate whether the antecedents of co-creation influence braggart word-of-mouth (WoM) in a participative leisure context, theorising the concept of…

1196

Abstract

Purpose

This study aims to investigate whether the antecedents of co-creation influence braggart word-of-mouth (WoM) in a participative leisure context, theorising the concept of co-created food well-being and highlighting implications for interactive experience co-design.

Design/methodology/approach

A sequential mixed-method approach was used to test a theoretical model; 25 in-depth interviews with cooking class participants were conducted, followed by a post-experience survey (n = 575).

Findings

Qualitative results suggest braggart WoM is rooted in active consumer participation in co-designing leisure experiences. The structural model confirms that participation in value co-creating activities (i.e. co-design, customer-to-customer (C2C) interaction), alongside perceived support from service providers, increases consumer perceptions of co-creation and stimulates braggart WoM. Degree of co-creation and support from peers mediate some relationships.

Research limitations/implications

Limited by cross-sectional data from one experiential consumption format, the results nevertheless demonstrate the role of active participation in co-design and C2C interactions during value co-creation. This implies that co-created and co-designed leisure experiences can intensify post-consumption behaviours and potentially enhance food well-being.

Practical implications

The results highlight that integrating customer participation into service design, while also developing opportunities for peer support on-site, can stimulate braggart WoM.

Originality/value

Extends burgeoning literature on co-creation and co-design in leisure services. By encouraging active customer participation while providing support and facilitating C2C interactions, service providers can enhance value co-creation, influencing customer experiences and food well-being. Accordingly, the concept of co-created food well-being is introduced.

Details

European Journal of Marketing, vol. 55 no. 9
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 20 April 2015

Elina Jaakkola, Anu Helkkula and Leena Aarikka-Stenroos

The collective, interactive aspects of service experience are increasingly evident in contemporary research and practice, but no integrative analysis of this phenomenon has been…

11814

Abstract

Purpose

The collective, interactive aspects of service experience are increasingly evident in contemporary research and practice, but no integrative analysis of this phenomenon has been conducted until now. The purpose of this paper is to conceptualize service experience co-creation and examines its implications for research and practice.

Design/methodology/approach

To map the multi-approach research area of service experience co-creation, the study draws on literature in the fields of service management, service-dominant logic and service logic, consumer culture theory, and service innovation and design, together with invited commentaries by prominent scholars.

Findings

A conceptualization is developed for “service experience co-creation,” and multiple dimensions of the concept are identified. It is postulated that service experience co-creation has wider marketing implications, in terms of understanding experiential value creation and foundational sociality in contemporary markets, as well as in the renewal of marketing methods and measures.

Research limitations/implications

The authors call for cross-field research on service experience, extending current contextual and methodological reach. Researchers are urged to study the implications of increasing social interaction for service experience co-creation, and to assist managers in coping with and leveraging the phenomenon.

Practical implications

For practitioners, this analysis demonstrates the complexity of service experience co-creation and provides insights on the aspects they should monitor and facilitate.

Originality/value

As the first integrative analysis and conceptualization of service experience co-creation, this paper advances current understanding on the topic, argues for its wider relevance, and paves the way for its future development.

Details

Journal of Service Management, vol. 26 no. 2
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 3 October 2016

Anita Zátori

The purpose of the paper was to explore the influence of the experience-centric approach and the concept of co-creation on service design and provision and to analyze the process…

4038

Abstract

Purpose

The purpose of the paper was to explore the influence of the experience-centric approach and the concept of co-creation on service design and provision and to analyze the process of on-site experience co-creation between provider and consumer, particularly, how tour providers and tour guides enhance and support the process of co-creation.

Design/methodology/approach

The study reviews the literature on experience-centric approach and value co-creation, discusses personal resources and experience-centric service design as resources for co-creation. It analyzes primary data from 33 interviews and 28 observations of 11 sightseeing tour providers.

Findings

The methods and tools of tour providers’ service design were explored and evaluated whether they fit the criteria of the concept of co-creation and experience-centric approach. The findings show that small-group tour providers use the concept of co-creation to the biggest extent, followed by alternative tour providers. The study also analyzed what types of service designs support a co-creative service provision. Three steps were identified as steps to support and realize experience and value co-creation from the side of the service provider. Based on the empirical results, the attention-involve-make discover (AIM) model was created, which proposes that the process of value and experience co-creation happens by provoking attention, by engaging and involving and, finally, by making consumers to discover.

Originality/value

The originality of the paper lies in the creation of the AIM-model illustrating the on-site co-creation process in the context of guided tours, which can further be tested in other fields and areas.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 10 no. 4
Type: Research Article
ISSN: 1750-6182

Keywords

Article
Publication date: 20 April 2015

Katrien Verleye

Companies increasingly opt for co-creation by engaging customers in new product and service development processes. The purpose of this paper is to provide insight into the…

12390

Abstract

Purpose

Companies increasingly opt for co-creation by engaging customers in new product and service development processes. The purpose of this paper is to provide insight into the customer experience in co-creation situations and its determinants.

Design/methodology/approach

The conceptual framework addresses the customer experience in co-creation situations, and its individual and environmental determinants. To examine the degree to which these determinants affect the customer experience in co-creation situations, the author starts by proposing and testing a multidimensional co-creation experience scale (n=66). Next, the author employs an experiment to test the hypotheses (n=180).

Findings

Higher levels of customer role readiness, technologization, and connectivity positively affect different co-creation experience dimensions. The impact of these dimensions on the overall co-creation experience, however, differs according to customers’ expectations in terms of co-creation benefits. Therefore, the author concludes that the expected co-creation benefits determine the importance of the level of customer role readiness, technologization, and connectivity for the co-creation experience.

Originality/value

This research generates a better understanding of the co-creation experience by providing insight into the co-creation experience dimensions and their relative importance for customers with different expectations in terms of co-creation benefits. Additionally, this research addresses the implications of customer heterogeneity in terms of expected co-creation benefits for designing co-creation environments, thereby helping managers to generate more rewarding co-creation experiences for their customers.

Details

Journal of Service Management, vol. 26 no. 2
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 29 April 2021

Nkosinathi Sithole, Gillian Sullivan Mort and Clare D'Souza

This paper aims to explore the effects of the customer-to-customer co-creation experiences of savings/credit groups in the African context and how savings/credit groups influence…

Abstract

Purpose

This paper aims to explore the effects of the customer-to-customer co-creation experiences of savings/credit groups in the African context and how savings/credit groups influence financial capability and enhance financial well-being.

Design/methodology/approach

Using purposive sampling, a study of a total of 18 focus groups was conducted in sub-Saharan Africa. Nine urban-based savings/credit groups were drawn from across South Africa and additional nine, rural-based savings/credit groups were studied in the Monduli district of Tanzania.

Findings

Findings demonstrate that the African philosophy of Ubuntu, which promotes customer-to-customer interaction, is the cornerstone of the customer-to-customer co-creation experience. Ubuntu philosophical principles were found to influence the dialogue, access, risk and transparency model of co-creation and customer-dominant logic. The results show further that customer-to-customer co-creation experience positively influences the cognitive, financial, personal and social experiences of members. Specifically, it was found that cognitive and financial experiences positively influence financial satisfaction, financial self-esteem, financial self-efficacy and financial capability, all of which enhance financial well-being. In addition, personal and social experiences positively influence equality, self-confidence, entrepreneurial skills and motivation that in turn enhance social well-being.

Research limitations/implications

This study has implications for many different stakeholders concerned with the financial inclusion of low-income consumers, particularly in the southern part of Africa.

Originality/value

To the authors’ knowledge, this is the first study to explore the effects of customer-to-customer co-creation experiences in traditional financial services settings in order to understand how these indigenous financial services influence the financial capability and financial well-being of co-creation members.

Details

International Journal of Bank Marketing, vol. 39 no. 3
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 2 September 2020

Khalid Hussain, Fengjie Jing, Muhammad Junaid, Qamar Uz Zaman and Huayu Shi

This study aims to investigate the outcomes of customers’ co-creation experience in a realistic and routinely performed co-creation setting, a restaurant. To fulfill this purpose…

2479

Abstract

Purpose

This study aims to investigate the outcomes of customers’ co-creation experience in a realistic and routinely performed co-creation setting, a restaurant. To fulfill this purpose, the current study links the branding literature to hospitality research and offers a novel framework by incorporating customers’ co-creation experience, customer brand engagement, emotional brand attachment and customer satisfaction in an integrated research model.

Design/methodology/approach

Data were collected from 421 diners at Chinese hotpot restaurants via a self-administered questionnaire. The reliability and convergent and discriminant validities were established through confirmatory factor analysis, and then hypotheses were tested through structural equation modeling.

Findings

This study demonstrates that customers’ co-creation experience with a restaurant brand positively impacts customer brand engagement, emotional brand attachment and customer satisfaction. In addition, current study examines these relational paths at the dimensional level by taking the co-creation experience and customer brand engagement as multidimensional constructs. The resulting in-depth investigation reveals that the hedonic, social and economic experience dimensions of co-creation experience positively influence customer satisfaction, emotional brand attachment and customer brand engagement’s buying, referring, influencing and feedback dimensions.

Practical implications

This study helps relationship and brand managers better understand customer experience in co-creation settings and paves the way for managers to devise engagement strategies.

Originality/value

The current study marks an initial attempt to delineate the outcomes of customers’ co-creation experience in a realistic co-creation setting. Furthermore, the study is first of its kind that investigates the relationship of co-creation experience and customer brand engagement at the dimensional level.

Details

Journal of Product & Brand Management, vol. 30 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 10 October 2018

Melissa-Vasiliki Alexiou

The purpose of this paper is to explore the influence of the experience economy and co-creation concepts on guided tours (GTs) and to analyze the process of the on-site …

3605

Abstract

Purpose

The purpose of this paper is to explore the influence of the experience economy and co-creation concepts on guided tours (GTs) and to analyze the process of the on-site (co-)creation of experience between the service provider and the consumer taking into account the consumer perspective.

Design/methodology/approach

The objective of the study is fulfilled by reviewing the literature on experience economy and co-creation within a cultural heritage context and then using it to design appropriate research tools to collect empirical data through qualitative interviews within the context of a single case study. The Medieval Town of Rhodes (MTR), Greece, serves as the case in this study. In fact, this study analyzes primary data from 25 interviews with participants in GTs in the MTR.

Findings

The GT participant’s views of their GT experience were explored, and it was evaluated whether they fit any of the three generations of experience economy with an emphasis on co-creation of experience. The findings show that, in the MTR-GT services, the characteristics of mainly the first and second generation experience economies are found, while little emphasis is given to the third generation experience economy. Based on the empirical results, the RIF model (R: “Resources,” I: “Interactions,” F: “Feelings”) was created: this proposes that both the process of experience co-creation and optimal GT experiences are realized by providing participants with appropriate resources, multiple types of interactions and opportunities to generate positive and pleasant feelings. This model illustrates the intertwining, multi-dimensional facets of an optimal co-created GT experience that service providers and tour operators should provide to their customers.

Research limitations/implications

The present study has several limitations that need to be mentioned. First, this research is a single case study; the MTR serves as the case, focusing on one cultural heritage service, GTs. This fact can put the study’s validity in question. Moreover, as the research is conducted by a single person, there is the risk of subjective bias. Another limitation is that this study is not a longitudinal one; the latter could lead to more accurate findings. The number and the nationality of participants constitute the 4th and final limitation of the research. More specifically, the sample is not perceived to be representative of the population nor generalizable, while visitors from more nationalities could have been interviewed. In relation to this, the judgmental sampling method was used because the population of the study could not be defined. This serves as the fifth limitation of the study.

Practical implications

Tour operators and tour guides can exploit the characteristics of GT activities included in the proposed RIF model. By incorporating these elements in GT experiences, the process of experience co-creation could be effectively supported. An optimal GT experience that incorporates intertwining and multi-dimensional facets could be provided. To begin with, the physical setting where the tour takes place must be well preserved, so that it can capture the attention of the participants. The route of the tour should not be exhausting but convenient for all participants and should include various landscapes. On the other hand, tour guides should provide interesting, relevant and cohesive information. Moreover, a tour guide needs to display charismatic behavior to gain the tour group’s trust and generate positive feelings impressing and immersing participants in the experience and encouraging in them a sense of togetherness. Within the context of the tour, tangible elements such as brochures and maps should be provided, allowing vistors to tailor the experience according to their needs and preferences. Furthermore, interaction between the guide and the tour group, as well as among the participants themselves, should be encouraged. In relation to this, the tour group could be divided into sub-groups according to common features such as age. The guides could also come up with a topic to be jointly discussed and participatory activities such as games could be organized. Finally, participants should have some freedom during the tour; time to explore the setting on their own or a visit to specific places on request.

Originality/value

The originality of the paper lies in the development of the RIF model, illustrating the on-site optimal experience within the context of GTs taking place in the MTR, the setting of the research. The construction of the RIF model was based on an investigation into actual GT participant’s perspectives on GTs.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 12 no. 3
Type: Research Article
ISSN: 1750-6182

Keywords

1 – 10 of over 12000