The use of co-creation within the community-based tourism experiences

Abstract

This study aims to design community-based tourism(CBT) using a combination of the co-creation viewpoints of service-dominant logic(SDL) and customer journey mapping(CJM). This study conducts four field experiments in traditional fishing villages. Via t-tests it was found that: (1) The design of CBT tours using a combination of SDL and CJM leads to tourists' positive experiences and satisfaction, overall life satisfaction, and willingness to revisit; (2) Based on field experiments, this study proves that, in contrast to CBT tours with a low frequency of interactions, tours with a high frequency of interactions result in more positive responses among tourists. The contributions of this study include proof that it is possible to combine SDL and CJM, both of which focus on the demand side, to design innovative and attractive CBT tours. Moreover, with the frequency of interactions as an easy-to-understand criterion, this study can help community service personnel design various tourist activities.