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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.

The application of artificial intelligence (AI) in the customer market has completely changed customer behaviors. This study aims to investigate the customers' co-creation experiences with AI in the digital age.

An online survey was used to collect data from 699 customers who had used AI-enabled banking services. Hypotheses were validated using partial least squares modeling.

The findings indicate that the customer response capabilities (e.g. perceived response expertise and perceived response speed) serve as the intermediate processes between the AI service quality and the overall co-creation experience with AI. Moreover, AI function-customer ability fit negatively moderates the direct relationship between the AI service quality and the overall co-creation experience with AI.

This study improves the current understanding of co-creation by investigating the human–machine co-creation (e.g. customer–AI co-creation) instead of human–human co-creation.

This study aims to draw a more nuanced picture of the impact of co-creation experience shedding light on the moderating role of consumers’ personal features. Virtual co-creation is considered a viable strategy to develop consumer-centered products in the digital era. As an additional effect, this research highlighted that co-creation experiences may establish beneficial consumer–brand relationships.

Using survey data stemming from 727 consumers who virtually engaged in new product development projects, the authors test the hypotheses, applying structural equation modeling.

The results of this study show that consumers’ personal features such as novelty seeking and dissatisfaction with existing products moderate the impact of an enjoyable experience on aspects of the consumer–company relationship. Consumers’ dissatisfaction with current product solutions is also found to moderate the relationship between an enjoyable co-creation experience and evoked product interest as well as between product involvement and evoked product interest. The study further substantiates previous findings on the relationship-effects of co-creation and particularly highlight the potential of co-creation experiences for nurturing “imaginary” relationships with the product being co-created significantly prior to market launch.

Participants in virtual co-creation approaches are widely heterogeneous individuals ranging from customers and Facebook fans to brand community members and innovative users. The study contributes to a better understanding of how the diversity of the crowd can be handled in virtual co-creation and advances the theory of value co-creation as a new marketing paradigm.

This exploratory paper aims to extend the research on customer co-creation behavior into an emerging market. To this end, it empirically examines the influence of e-service quality dimensions on customers’ willingness to participate in online co-creation experience, in conjunction with customer attitude and intention.

Data from a sample of 215 customers from the Egyptian telecommunication sector were collected and analyzed using structural equation modeling technique.

The findings suggest that, although five e-service quality dimensions (efficiency, system availability, privacy, responsiveness and compensation) affect the attitude toward the Web site, another set of the dimensions (efficiency, fulfillment, compensation and contact) affects customers’ willingness to participate in the co-creation experience. The findings also support that customers’ attitudes toward the Web site affect the intention to use the Web site, which, in turn, affects customers’ willingness to participate in the online co-creation experience.

In their move toward mass customization, companies face the challenge of engaging a huge number of users. Deep and engaging interactions with customers could be one of the differentiators a company might cultivate to serve the market better. Thus, online co-creation activities might broaden the horizon for a cost-effective approach striving for close ties and a high level of customer engagement.

Despite the intensive use of the Internet in distributing e-services, little attention has been paid thus far to extend e-service quality models to incorporate customer participation in the online co-creation experience. In particular, this exploratory study identifies the important dimensions of e-service quality that influences customers’ willingness to participate in the online co-creation experience.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

Drawing upon the theoretical framework of the service-dominant (S-D) logic, value co-creation and social practices, this paper aims to investigate how value is co-created among guests, hosts and the wider local community in the sharing economy context of Airbnb.

A qualitative enquiry through an online content analysis was applied to thematically analyse Airbnb online guest reviews to explore the value-co-creation practices in local tourist experiences in Jamaica.

Based on Airbnb guest and host engagements, a theoretical framework emerges, depicting integrated operant and operand resources, host–guest value co-creation practices embedded in the destination’s authentic culture and specific value outcomes.

Being grounded in the geographical and cultural context of Airbnbs in Jamaica, the findings are transferable to similar platforms of the sharing economy, tourism contexts and destinations.

Critical implications unfold for Airbnb accommodation providers, destination stakeholders and policymakers by revealing a specific set of nuanced social practices that need to occur for local authentic experiences and value to be co-created among guests, hosts and the wider local community.

The paper makes an original contribution to knowledge by being one of the first studies to apply a S-D logic lens to the Airbnb sharing economy. It breaks down resource integration, host – guest value co-creation practices and value outcomes that occur for experiences and value to emerge in an Airbnb hospitality context.

The purpose of this paper is to analyze the effects of sharing co-creation experiences on consumers’ behavioral intentions. Increasingly often, companies interact with consumers and involve them in value co-creation, especially in the virtual environment, while more and more consumers tend to share their experiences and their related emotions socially. However, no research has addressed how the interplay of these two variables influences consumer behavior.

The authors conducted a preliminary study and a 2×2 between-subjects experiment where co-creation and sharing of emotions were orthogonally manipulated. A total of 120 participants were randomly assigned to one of the four scenarios.

The results show that not only do individuals participate in co-creation activities, but they also tend to share such experiences socially. But more important from a literature contribution perspective, the results confirm a joint effect of co-creation and sharing on satisfaction and repurchase intention. Thus, the effect of co-creation can be bolstered by encouraging participants to share the experience with other people.

While we can better understand the effects of co-creation in particular contexts effects such as that of sharing, the findings also contribute to the theoretical literature on social sharing of emotions as it has not been related to co-creation activities before. The results are of special relevance for those companies implementing co-creation activities, as they provide clues to increase the outcome of such initiatives in terms of consumers’ responses toward the firm.

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.

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.

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.

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.

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.

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).

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.

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.