Co-creation experience

Co-creation refers to an interactive process involving at least two actors who are engaged in specific forms of mutually beneficial collaboration and resulting in value creation for both the actors (Frow et al., 2015). In the context of tourism, for experience co-creation to occur, it is essential that destinations and tourism service providers involve tourists in cooperatively working together with the aim of creating a better offering (Buonincontri et al., 2017)