The tourist experience is multi-faceted and dynamic, as tourists
engage with its formation and creation. The tourists then become
vital in creating value for themselves together with the service
provider. Experience value cannot be pre-produced, but is
co-created between host and guest(s) in the servicescape. The
tourist managers can therefore only plan for and facilitate for
value co-creation to take place. This book responds to the need for
a critical review of how firms can facilitate and dramatize for
enhanced experience value for tourists. As the roles of
participants and providers are changing rapidly, new knowledge in
terms of how value creation and value co-creation can transpire
needs to be generated. The aim of this book is therefore to
accentuate the role and importance of the core elements in value
creation processes, namely, the customer(s), the setting in which
co-creation would take place, and the provider. Bringing together
scholars from diverse areas to address the nature of how the actors
co-create values through interaction in different experience
settings, the book also serves as a guide to the best practice of
co-creation of tourist experiences. It will therefore appeal
practically as well as theoretically to scholars and students of
tourism, marketing, leisure, hospitality, and services management.
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