Abstract
Aim: Co-creation of goods and services is a major source of innovation activity and a competitive advantage carried out by firms. The value is co-created by interactions between different actors in the service system. As a part of this process, firms are able to identify the needs and aspirations of customers by bringing their perspectives together. In the current study, the concept of value was studied in the context of the modern and post-modern period, and within the framework of marketing 1.0, 2.0, 3.0, 4.0, and 5.0, laying out key determinants of value in modern and post-modern periods. Method: It is a conceptual study in content. In both periods, value marketing and the high value creation strategies were focused on and the creation of value in tourism activities was studied. Finding: The finding of the study is to contribute to current marketing approaches through a value pespective, taking into account past-era approaches in the field of tourism marketing. Conclusion: In the conclusion part of the study, Recommendations on how high value can be created in terms of tourism enterprises have been presented and guided to studies that are considered to be carried out on the topic.
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