Leveraging customer value through co-creative experiences: a look into hotel businesses

  • Sofia Almeida Faculty of Tourism and Hospitality of the Universidade Europeia; Centre for Geographical Studies, IGOT
  • Ana Cláudia Campos Faculty of Tourism and Hospitality of the Universidade Europeia; Research Centre for Tourism, Sustainability and Well-being (CinTurs)
DOI: https://doi.org/10.34624/rtd.v0i33.20417
Keywords: Co-creation, Co-creative experience, Active participation, Hotels

Abstract

The co-creation paradigm advocates businesses to focus on customers' skills and resources in order to create value. The co-creative experience emerges in this context as an opportunity for the customer to actively participate in the creation of personalized value. Customer co-creation is addressed in this study through the analysis of the propositions of co-creative experiences facilitated by three hotels operating in Portugal. Results from this research bring insights that help similar businesses to strengthen their orientation towards co-creation.

Published
2020-01-01
How to Cite
Almeida, S., & Campos, A. C. (2020). Leveraging customer value through co-creative experiences: a look into hotel businesses. Journal of Tourism & Development, (33), 137-150. https://doi.org/10.34624/rtd.v0i33.20417
Issue
No 33 (2020)
Section
Articles
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