ABSTRACT
Value and experience co-creation has gained an increased attention in tourism marketing. Management and marketing concepts, tools and methods can be considered as experience-centric only if consumer experience is at the locus of the value-creation process. The core value of the sightseeing tour is heavily dependent on both aesthetic and verbal/written content, while interaction is also important. Tour guides influence the experience creation of the tour participants by interpreting the cultural and natural heritage of an area. Tourists have different experiences, and they pay attention to different things, even if they all participate in the same activity at the same time and place. By applying the concept of value co-creation companies and service providers might be able to engage consumers as co-creators and also to customize their offers. Comparing the findings of non-guided tours with the guided tour, it is seen that the experience involvement is more consistent among participants of a guided tour than those of a non-guided tour.
