ABSTRACT
This chapter argues for the relevance of customer interaction types in understanding tourists' value co-creation and its implications for designing tourist experiences in nature-based tourism. Inspired by consumer culture research for conceptualizing value and value co-creation and by experience research for conceptualizing customer interaction types and experience design, empirical results are presented from four cases of guided multiday sea-kayaking experiences in Northern Norway. Six main customer interaction types were involved, enabling and constraining value co-creation processes, which shows that they are multi-dimensional. The study also shows that the interaction types are dynamic and intertwined. Customer interactions with residents and culture, tour guides and other customers are critical, demonstrating the significance of social and symbolic resources in value co-creation and experience design. The results call attention to a wide range of value types dynamically changing in importance during the customer journey. The chapter discusses how nature-based tourist experiences, such as guided sea kayaking, are not only about nature activity or sensing nature. It is argued that providers can benefit from a community-based approach in which customers also connect with residents and local culture through interactions and storytelling. This awareness increases value creation for consumers, providers, and local communities. Such experience designs might contribute to more holistic sustainability.
