Value creation: A tourism mobilities perspective

This chapter explores issues relating to value creation and co-creation during the tourism mobilities component of holiday travel. In a tourism context, value may be created in several ways, by firms supplying goods and services to tourists, and by tourists creating value through the experiences they encounter during travel. Looking first at value creation by firms, the traditional approach based on firms acting autonomously to design products and production processes with little or no input from customers (Prahalad and Ramaswamy, 2004a) is beginning to shift to a new approach where the customer is now included in the production process, leading to the co-creation of value by the firm and the customer.