Co-creation of value - Valorization of local identity through creative tourism

Abstract

In the globalized world, businesses are increasingly linked to the service and network concepts. The paradigm shifted from a dominant logic based on physical goods to one based on service (Service-Dominant Logic) introduced by Vargo and Lusch (2004). The authors recognize knowledge and skills as the object of exchange and state that these dimensions generate benefits and value for the actors involved, defining a modern concept of value co-creation. Following the Service-Dominant Logic model and the fundamentals of Service Research and System Thinking, service logic promotes the concept of value co-creation, considering the customer as an active player in the service and able to contribute to the creation of a sustainable competitive advantage. This vision integrates the contributions of several parties in the value creation process, enabling the sharing of insights, values and resources of different actors (Vargo & Lusch, 2017).