ABSTRACT
Co-creation, which is the basis of Service-Dominant Logic (SDL) advocates that value is co-created with the customers, rather than created by the provider and subsequently delivered to the customers (Vargo and Lusch 2016). Furthermore, SDL emphasizes that value co-creation is not limited to the provider and the customer as it involves an entire network of stakeholders (Cabiddu et al. 2013). This book chapter focuses on exploring the complexity of tourist experiences, and the relevance of value co-creation through SDL in the tourism industry.
Nevertheless, a common criticism of SDL is that it is difficult to implement in practice (Langlotz 2016, Prahalad 2004). Additionally, the revolutionary nature of SDL in the tourism industry is questioned. Hence, this book chapter also explores two case studies in order to investigate how co-creation can occur through SDL in practice. The first case study focuses on snow tourism and specifically on snow safaris. The second case study involves farm tourism experiences and demonstrates that co-creation of experiences requires more than one-to-one interaction.
