Co-creation in the formatting of touristic products

Abstract

Organisations that long for joining or remaining in the current market must offer superior value propositions as a way of distinguishing themselves in this highly competitive environment and intensely marked by well informed, demanding and active consumers. Specifically in tourism, there is a progressive search for personalized, unique and memorable experiences. However, although it is possible to verify an increasing number of assets and services available for consumption, this multiplicity does not always turn into satisfaction for the contemporary customer. Thereby, this article proposes to induce a theoretical discussion in an attempt to better understand how the worthy co-creating can strategically be used in the formatting of tourism products that will ultimately translate into a source of competitive advantage for the sector’s enterprises. Accordingly, a bibliographic search was made in order to seek the authors who are considered a source in the subject. It was set off from the first application of the term co- creation (Parahalad & Ramaswamy, 2004), at least with the denotation sought here, which was and still is a great indicator of subsequent work published by other researchers interested in the subject.