ABSTRACT
This chapter examines the interactive relationship between intangible, human capabilities (operant resources) and tangible, physical assets (operand resources) in tourism configurations such as destinations. Value co-creation implies mutual interaction through service exchange based on the goal, target and product type. The co-creation of tourism experience is formed and realized by integrating both operand and operant resources in tourism. The degree to which this happens is influenced by how actors of the functioning tourism network system utilize and allocate their resources in the sphere of experience setting. The chapter explores the role of the actors in this value co-creation process and the way in which they participate in creating value for both themselves and others (that is, who and how). In particular, the resources used in value co-creation are outlined as well as issues regarding how to facilitate customers’ participation in the creation of value for themselves and others. The key challenge for the tourism industry is to match competency and capabilities with the ever-changing expectations of tourists as key actors in the process of co-creation of experience value. Consequently, the development and modifications of resource configurations have to take into account changes in consumer preferences and expectations so that destinations and the tourism enterprise can ensure facilitating for quality experience while sustaining business success. People and their knowledge and skills serve as a facilitator of added value to the process of co-creation of experiences in the consumption of both tangible and intangible tourism goods, services and experiences.
