ABSTRACT
Brand co-creation is an overarching concept, which describes collaboration between multiple stakeholders. The sophisticated customer of today is becoming more tech-savvy and increasingly looking for co-creation and digital innovation. This requires different approaches and methodologies in co-creation research in tourism. This chapter discusses the theoretical underpinnings and sets the context to facilitate a better understanding 2of brand/value co-creation in tourism development by bringing together diverse perspectives and disciplines.
