Co-creation is fast becoming a buzz word in tourism. Traditional approaches to value creation in tourism suggest that operators and suppliers produce goods and services which are consumed by tourists. The value produced is usually measured in economic terms. Co-creation challenges these assumptions, arguing that tourism producers and consumers co-create value together and that this value is more diverse than just economic value. Technologies underpinning social media, ratings and review tools and e-commerce are facilitating the creation of diverse values, and have been responsible for driving innovation in, for example, new business models such as the collaborative economy. Social, environmental, emotional, reputational and other kinds of value may also be produced, and a wide range of stakeholders, not just producers or consumers, might also benefit from the value co-creation process.
This edited volume seeks to go beyond the dominant business/management/marketing perspectives that focus on the co-creation of market value and innovation, to excavate complex and critical episodes of co-creation in tourism. By engaging authors from both the academy and beyond, it explores the rich historical linage of co-creation and its contemporary practices.
The chapters in this book were originally published in Tourism Recreation Research.
Table of Contents
Introduction: Critical issues in tourism co-creation
Giang T. Phi and Dianne Dredge
1. Collaborative tourism-making: an interdisciplinary review of co-creation and a future research agenda
Giang T. Phi and Dianne Dredge
2. Wildlife tourism through the co-creation lens
Giovanna Bertella, M. Fumagalli and V. Williams-Grey
3. Co-creating knowledge in tourism research using the Ketso method
Yana Wengel, Alison McIntosh and Cheryl Cockburn-Wootten
4. Co-creating an integrated curriculum alongside community partners: a creative analytic approach
Karla Boluk, Meghan Muldoon and Corey Johnson
5. Student living labs as innovation arenas for sustainable tourism
Eva Maria Jernsand
6. ‘Dig where you stand’: values-based co-creation through improvisation
José-Carlos García-Rosell, Minni Haanpää and Jenny Janhunen
7. The co-creation of diverse values and paradigms in small values-based tourism firms
8. The changing face of the tour guide: one-way communicator to choreographer to co-creator of the tourist experience
Betty Weiler and Rosemary Black
Giang Thi Phi is currently Researcher at the Global Inquiries and Social Theory Research Group, Faculty of Social Sciences and Humanities, Ton Duc Thang University, Ho Chi Minh City, Vietnam. Giang holds a PhD in Tourism Management from Griffith University, Australia and researches in the areas of event and tourism, social entrepreneurship, innovation and sustainable development. In 2020, Giang organised the first TEFI Walking Workshop in Vietnam to explore pathway for a School of Community-benefit Tourism & Social Entrepreneurship.
Dianne Dredge is Director of The Tourism CoLab, professor, entrepreneur and an internationally recognised thought-leader. She works with business, communities and governments to co-create solutions for more sustainable, inclusive and regenerative tourism futures. Dianne is an environmental planner, with higher degrees in tourism, regional development and organisational change.