Co-creation Experience Research Articles

Sustainability, technology and co-creation: a virtuous circle for sustainable tourism in Lisbon region

This study examines the interrelationship between sustainability values, technology, and co-creation in tourism. While prior research has underscored the significance of sustainability in influencing tourist behaviour, this study reveals that sustainability values do not directly affect co-creation intentions. Instead, technology emerges as a pivotal mediating factor, bridging the gap between sustainability awareness and active participation in co-creation. Employing a sample of 401 tourists in Lisbon, the study utilises Partial Least Squares (PLS) structural equation modelling to analyse the relationships among these variables. The findings indicate that tourists with strong sustainability values perceive technology as an essential facilitator of responsible tourism. However, sustainability values alone do not significantly influence tourists’ perception of co-creation value or their intention to engage in co-creation activities. These results suggest that although sustainability-conscious tourists may endorse eco-friendly tourism, they do not necessarily engage in participatory co-creation behaviours unless technology is incorporated into the process. This finding implies that sustainability is frequently regarded as a passive commitment rather than an interactive, co-created experience. From a practical perspective, the study offers valuable insights for tourism stakeholders seeking to develop technology-driven solutions that enhance sustainable and interactive travel experiences. The findings suggest that digital platforms, artificial intelligence-powered tools, and blockchain-based transparency mechanisms can facilitate co-creation while fostering responsible tourism practices. By integrating sustainability and technological perspectives, this study contributes to theoretical advancements and provides strategic recommendations for promoting meaningful and sustainable tourism experiences in the digital era.

Tourism Experience Co-Creation, Satisfaction, Loyalty, and Willingness to Pay of Tourists: A Case Study in the Mekong Delta Provinces, Vietnam

Vietnam’s tourism industry is experiencing robust growth and is gradually shifting from a passive travel model to an experiential one, where tourists engage more deeply with travel companies. This study aims to explore the relationships among co-creation of experiences, experience satisfaction, and willingness to pay from the tourist’s perspective. Data were collected from 572 tourists participating in 38 tours across the Mekong Delta region in Vietnam. The analysis was conducted using SmartPLS software and the PLS-SEM model. The findings identify three key drivers of co-creation of experiences: (1) Resources, (2) Participation, and (3) the Tourist’s Role. Co creation of experiences positively influences both tourist satisfaction and loyalty, which in turn enhance tourists’ willingness to pay. Moreover, experience satisfaction and loyalty act as significant mediators in the relationship between co-creation and willingness to pay, reinforcing the practical relevance of the proposed research model. Based on the findings, the study offers managerial implications for tourism businesses to improve operational performance and achieve sustainable development. Specifically, travel companies are encouraged to transition from a "service-only" approach to a strategy of "companionship and co-creation" with tourists.

Destination Service Quality and Co-Creation: Key Drivers of Tourist Repatronizing Intention in Indonesia Tourism

This study investigates the impact of Destination Service Quality (DSQ) on Satisfaction with Co-Creation Experience (SCE), Value Co-Creation Brand Resonance (VCBR), and Destination Repatronizing Intention (DRI) within Indonesia's North Sumatera tourism sector. Grounded in the Service-Dominant Logic (SDL) framework, the research employs a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze survey data from 260 tourists. The findings reveal that DSQ significantly influences SCE, VCBR, and DRI, highlighting the critical role of service quality in shaping co-creation satisfaction, emotional connections, and tourist loyalty. Additionally, SCE and VCBR mediate the DSQ-DRI relationship, underscoring the importance of participatory experiences and brand resonance in fostering revisitation. This study contributes to the tourism literature by integrating service quality and co-creation perspectives in an emerging market context, offering practical insights for destination managers in Indonesia and beyond to enhance service delivery and competitive positioning.

Discovering the Dynamics and Impact of Motorcycle Tourism: Insights into Rural Events, Cultural Interaction, and Sustainability

This study explores the dynamics of motorcycle tourism in rural areas and its potential contribution to sustainable and regenerative development. A bibliometric analysis of management-related publications was conducted using the Web of Science Core Collection, focusing on topics such as tourism, motivation, rurality, and motorcycling. VOSviewer software (version 1.6.20) was employed to support this analysis. Based on the literature, a theoretical framework was developed, leading to four research hypotheses that aimed to empirically examine the relationships between cultural motivation, community interaction, type of accommodation, event location, and tourist behaviour. To test these hypotheses, structured questionnaires were distributed in person during rural motorcycling events in Portugal, yielding a valid sample of 233 respondents. The data were analysed using SPSS 28 software via statistical methods to reduce dimensionality and identify latent structures, chi-square tests, and logistic regression. The results confirmed all four hypotheses, highlighting the importance of cultural motivation for return intentions, community interaction for perceived authenticity, accommodation type for destination recommendations, and event location for overall satisfaction. The study also identifies gender-related differences and reinforces the value of immersive, co-created experiences in enhancing the competitiveness of rural destinations. This theoretical contribution supports the advancement of motorcycle tourism as a sustainable niche while offering practical guidance for inclusive and regenerative tourism planning.

Intercultural Communication And Co-Creation In Tourist Satisfaction: Asian–European Perspectives In Mandalika, Lombok

This study investigates how intercultural communication competence (ICC), communication skills (CS), quality of interaction (QI), and experience co-creation (ECC) influence tourist satisfaction (TS) in Mandalika, Indonesia. The research aims to examine both direct and indirect effects, including the mediating roles of CS and QI, and the moderating role of ECC. The study also compares responses between Asian and European tourists to uncover cultural differences. Using an explanatory research design, data were collected through structured questionnaires from 581 tourists and analysed using PLS-SEM and Multi-Group Analysis with SmartPLS 4.0.3. The results show that ICC significantly affects TS through CS and QI in the full sample but not within cultural subgroups. ECC significantly strengthens the effect of QI on TS across all groups. This study contributes theoretically to intercultural communication and offers practical guidance for destination managers to adopt culturally adaptive and co-creative service strategies.

Competitive Experiences: Lessons from the Tourism Industry

Designing and producing a memorable experience is increasingly seen as a competitive advantage in many industries. This paper suggests some lessons that may be derived from the experiential approach realized in the tourism industry. Three aspects are discussed. Firstly, we discuss the path dependency of experiences and its implications. Secondly, we analyze the ambiguities of the concept of authenticity. Thirdly, we stress the need to maintain a multi-actor approach in designing and performing experiences by pursuing experience bundling and experience co-creation.

Customer experience of co-creation vs co-destruction in retailing: the role of key moments throughout the customer journey

PurposeThis study conceptualizes key moments within the customer journey—innovation, truth, meaning and experience—and examines how these moments contribute to customer experience (CX) of co-creation and/or co-destruction.Design/methodology/approachThe data were collected from customers with over three years of retail buying experience who had interacted with technology-enabled platforms in physical retail environments. Qualitative methods, along with thematic analysis, were used to develop five conceptual propositions that deepen the understanding of CX, particularly regarding co-creation versus co-destruction, through key moments that shape the customer journey.FindingsThe findings identified four key moments that emerge through various interactions with touchpoints across different retail settings. These insights highlight the subjective, context-specific nature of meaning-making in service interactions, which can vary from customer to customer. As a result, CX is revealed as a dynamic process, shaped by co-creation and co-destruction, depending on specific situations and contexts within retail environments.Originality/valueThis study is among the few to investigate the conceptual relationships between different moments in retailing. Retailers could adopt an experience-centric approach to capture unique and exciting customer moments by taking CX as the central consideration to mark competitive advantage in the market.

Engagement and Experience Co-Creation: An Analysis of Hotel Instagram Profiles in Porto

This article aims to delve deeper into tourists’ interaction with content uploaded to the Instagram social network by hotel profiles. Several research questions are stated regarding hotel characteristics, the co-creation dimension, and the type of media posted on Instagram that affect use, activity, audience, and engagement. Our work performs an engagement analysis of the Instagram profiles of 171 hotel establishments in Porto (Portugal). We examined 10,017 Instagram posts from the accounts' inception to July 2022, representing the entire dataset. Using complete and unfiltered data is crucial to perform robust and reliable analyses. Data were collected using Instaloader, an advanced Open Source Intelligence (OSINT) technique, widely validated in recent research. From the hotel's perspective, the results demonstrate carelessness in communication and little importance given to planning interaction and co-creation on social networks. In line with previous research, star-rated hotels and those with larger capacities tend to have a more active presence on Instagram. Regarding higher levels of engagement, focusing on quality over quantity in posts is recommended. Reinforcing content that includes photographs of the destination and hotel simultaneously (a holistic perspective of co-creation) seems to enhance engagement. Hotels should encourage customers to provide feedback to improve their experiences and leverage quality images to obtain higher engagement. More empirical research is needed in engagement analysis on social media. From a theoretical perspective, the study contributes to understanding the role of tourists in co-creation, reinforcing the need to foster engagement between tourists and hotels through Instagram. From a practical view, the methodology can be replicated by companies to analyze which content generates higher engagement and to develop better strategies for co-creating experiences and enhancing brand value. To our knowledge, this is the first work applying engagement analysis to hotel Instagram profiles in relation to post characteristics and co-creation.

Interact, engage, learn: the transformative impact of value co-creation on adolescents at science museums

ABSTRACT This study investigates value co-creation in science museums, focusing on how interactive and participatory co-creation experiences impact adolescents’ learning outcomes. Utilizing the Generic Learning Outcomes (GLOs) framework, we surveyed 214 visitors aged 10–17 at the “Dada's Magic Land” exhibition and employed serial mediation analysis. Findings revealed that interactive and participatory co-creation significantly mediated the relationship between prior knowledge and GLOs (knowledge, skills, attitudes, creativity, and behavioral intentions). While prior knowledge directly influenced learning outcomes, indirect effects through co-creation pathways were more substantial. Prior knowledge also directly and indirectly affected activity behavior, attitudes, and skills. The study highlights the importance of leveraging visitors’ prior knowledge through engaging in co-creation activities in museum design. Practical implications include age-specific exhibits, diverse participatory elements, and co-creative opportunities for all knowledge levels. This research contributes to understanding how science museums can optimize learning experiences through interactive and participatory strategies and offers actionable recommendations for policy and practice.

ІНДУСТРІЯ РОЗВАГ ЯК СТРАТЕГІЧНИЙ СЕГМЕНТ ЦИФРОВОЇ ЕКОНОМІКИ

The article delves deeply into the entertainment industry, presenting it as not only a central part of the global creative economy but also a strategically significant pillar of the modern digital economy. It explores how digital transformation is reshaping this sector, driven by rapid advancements in technologies such as big data analytics, artificial intelligence (AI), machine learning, blockchain, virtual reality (VR), and augmented reality (AR). These tools are redefining how content is produced, distributed, consumed, and monetized. The author provides a comprehensive overview of how these technologies contribute to new value chains, improve user engagement, and stimulate innovation in business models. The study focuses on the evolution of platform-based ecosystems, where seamless interaction between creators and consumers is facilitated in real time. These platforms not only serve as content hubs but also as collaborative spaces that foster co-creation and personalization of digital experiences. Particular emphasis is placed on the convergence between the entertainment sector and digital tourism, highlighting emerging trends such as gamification of cultural heritage, immersive VR experiences for travelers, interactive storytelling, and the rise of cyber-tourism through multimedia platforms. This cross-sectoral integration enhances both user experience and economic potential. The article also addresses global patterns of digital entertainment development while shedding light on specific national-level challenges, especially those faced by Ukraine. These include the fragmentation of domestic digital markets, limited venture capital accessibility, and insufficient institutional frameworks for innovation support. Through qualitative analysis and policy evaluation, the author justifies the urgent need for a cohesive national strategy aimed at nurturing the digital entertainment sector. Such a strategy should emphasize innovation incentives, support for local content producers, development of sustainable digital infrastructures, public-private partnerships, and alignment with European digital integration goals. The findings and insights from this research can be utilized by policymakers, media professionals, cultural strategists, regional development agencies, and digital marketers. They provide a robust foundation for crafting forward-looking cultural policies, enhancing competitive digital services, and enabling sustainable development in the context of a rapidly evolving digital landscape.

Co-creation of experiences in tourism: A conceptual perspective through a meta-review and thematic mapping

Co-creation of experiences can be defined as the process through which customers and organisations collaborate to create experiences. There has been a notable lack of knowledge regarding tourism experiences and their interrelationship with the co-creation process. This article aims to systematically review the scientific literature on the co-creation of tourism experiences and to delve deeper into the discussion of the different perspectives on tourism experiences, seeking to understand their connection to the co-creation process. To this end, a meta-review, including thematic mapping and content analysis, is applied to 82 articles published between 2009 and 2021, a year that marked the end of a particularly challenging period for the tourism industry due to the COVID-19 pandemic. The main contributions of this study are the presentation of new definitions of tourism experiences and the systematisation of the co-creation process, considering the supply-side dimensions, given that much of the existing literature predominantly focuses on the tourist perspective. Furthermore, the study identifies existing gaps and proposes a future research agenda.

Strategic public management for sustainable development: public value co-creation experiences

IMPACT Public managers, policy advisors, and sustainability professionals operating at local, regional, and national levels will find this article useful for designing and implementing effective, participatory governance models. The article provides a practical roadmap for integrating public value co-creation (PVCC) into strategic public management (SPM), showcasing its application through energy communities (ECs) in rural Italian municipalities. By leveraging the public value scorecard (PVSC), this research offers a structured approach to assess economic, social, and environmental impacts while ensuring stakeholder engagement and financial sustainability. Practitioners in public administration, urban planning, community development, and sustainability management can apply these insights to replicate EC models in diverse governance contexts. The authors highlight how collaborative governance transforms sustainability from a policy goal into a community-driven reality, fostering economic resilience and social cohesion. For those seeking innovative public sector strategies to achieve the Sustainable Development Goals (SDGs), this article provides actionable frameworks that align local initiatives with global objectives.

A comparison of office workers' co-creation experiences: A Health CASCADE multiple case study.

Co-creation can used to develop public health interventions, improve their effectiveness, and increase intervention uptake through engaging stakeholders, but there is little in-depth exploration of the co-creators' experience of taking part. Understanding the experience of taking part in a co-creation process can enhance future participation experiences, promote engagement and help design better co-creation processes in the future. The objective of this study was to explore the experiences of co-creators (i.e., office workers) involved in the co-creation process to address workplace sedentary behaviour. Multiple case study. Three small-to-medium sized enterprises participated in separate co-creation processes. Data were generated from observations during the workshops and semi-structured interviews (n=31) employing elicitation techniques conducted after the co-creation process was completed. Each of the three cases were analysed separately (using thematic analysis), which then informed the cross-case comparison, the focus of this study. Comparison of co-creators' experiences across the three cases identified psychological, emotional, social and cognitive experiences which occurred before, during and after the co-creation process. The analysis identified both intended (e.g., sedentary behaviour awareness) and unintended (e.g., forming relationships) outcomes from these experiences. These experiences and outcomes were influenced by factors such as workplace environment and structure, design of the co-creation process and how it was facilitated, highlighting the interplay between the co-creation context and the broader work context. This study contributes to the understanding of co-creation experience in the workplace setting. Recommendations were derived from using an iterative reflection process of the three cases.

The antecedents of co-creation in museums in the case of people with sensory impairments

ABSTRACT Aligned with co-creation theory, museums are cultural tourism attractions increasingly committed to enhancing the visitor experience. However, People with Sensory Impairments (PwSI), who experience vision or hearing loss, often face barriers that restrict their access to and enjoyment of museums. Yet, despite these constraints, a comprehensive understanding on the factors influencing the co-creation experiences of people with disabilities in museums remains lacking. Building upon the biopsychosocial model of disability, this paper extends co-creation theory analysing both museum-related and visitor-related factors that affect co-creation for PwSI. A survey was conducted, including People with Visual (PwVI) and Hearing Impairments (PwHI), who had visited museums in the past three years. The questionnaires were administered both face-to-face in Portugal, and online to respondents in Portugal and abroad (N = 254). Linear regressions revealed that visitor-specific constraints (type and level of impairment) and museum-specific factors significantly influence various dimensions of PwSI's co-creation in museums. Moreover, the impact of these factors varies across different dimensions of co-creation. The study concludes with strategic recommendations for museum managers to foster more inclusive and value-added visitor experiences.

Linking Green Value Cocreation Experience and Customer Brand Engagement in the Luxury Hotel Context: The Role of Green Satisfaction, Emotional Attachment, and Environmental Apathy

ABSTRACTPrevious studies have largely ignored the role of green practices as a value cocreation strategy to generate positive experiences for consumers and retrieve their values for luxury hotels. By adopting service‐dominant logic and engagement theory, this study establishes a model focusing on green value cocreation experience, including green participation and green value in use, as the starting point that leads to green satisfaction and emotional attachment and ultimately, customer brand engagement with environmental apathy as a boundary condition. To test the hypotheses, partial least squares structural equation modeling (PLS‐SEM) is utilized on a sample of 401 luxury hotel guests. The testing results confirm the proposed hypotheses, suggesting that green value cocreation experience can foster green satisfaction and emotional attachment and finally, customer brand engagement under the moderating role of environmental apathy. Based on the results, some important theoretical and practical implications are proposed.

Healthcare Students' Experiences of Learner-Educator Cocreation of Virtual Simulations: A Phenomenographic Study: Erratum.

Healthcare Students' Experiences of Learner-Educator Cocreation of Virtual Simulations: A Phenomenographic Study: Erratum.

Co-Creation Experience of Indonesian Gen Z in Mobile Commerce

Anchoring on the value of co-creation theories and stimulus-organism-response (S-O-R), the purpose of the study is to examine co-creation experience among Gen Z. First, the study aims to investigate the role of mobile commerce quality in driving Gen Z co-creation experience. Second, it seeks to understand the impact of a positive co-creation experience on the likelihood of engaging in E-WOM. An online survey was designed to collect 679 responses using purposive sampling from mobile commerce users. The data was analysed using PLS-SEM to test the hypotheses. The results demonstrate that mobile commerce quality and personal traits contribute to increased co-creation experience. In addition, the results indicate that E-WOM is determined by learning, personal, and hedonic experiences, which are influenced by content quality, visual appeal, social interaction, and propensity to interact online. The research provides insights for mobile commerce managers into increasing co-creation experience as the source of competitive advantage.

Empowering Stigmatized Voices: Cocreating a Curriculum on Pain and Opioid Use Disorder With Patient Partners.

This study explores the partnership experiences of patient and health care professional (HCP) subject matter experts (SMEs) in cocreating educational content and examines their reflections on how to better support educational partnerships in future initiatives. In this qualitative, exploratory study, semistructured interviews of patient and HCP SMEs were conducted between February and August 2022. Interviews were conducted with videoconferencing software, audio recorded, and transcribed verbatim. Interviews were analyzed using an iterative, inductive approach informed by reflexive thematic analysis. Eight patient SMEs and 6 HCP SMEs were interviewed. Three themes and 8 subthemes were developed to represent SMEs' experiences. The overarching themes included (1) building authentic partnerships, (2) developing equitable partnership processes, and (3) setting the stage for successful cocreation. Authentic partnerships were conceptualized as relationships that foster meaningful engagement, provide opportunities for learning and growing together, and require navigation of tensions and constraints. Equitable partnership processes included creating shared expectations and facilitating open and clear communication among partners. Participants discussed how future partnerships can benefit by embracing diversity and innovation, encouraging sustained engagement, and facilitating high-quality processes and products. The findings of this study highlight that positive cocreation experiences are characterized by building authentic partnerships, developing equitable partnership processes, and setting the stage for successful cocreation. Future work can build on these findings to further explore how to best foster cocreation within educational partnerships.

The Doctoral Seminar in nursing: an exploration of the literature and trends found in Canadian syllabi.

A success-intended Doctoral Seminar, intentionally structured and facilitated to support students to thrive in their achievement of degree-level milestones, is assumedly the raison d'etre of the commonly-scheduled pass/fail Doctoral Seminar course in nursing doctoral programs. In this article, we review the literature regarding the Doctoral Seminar and the trends found in available Canadian Doctoral Seminar Syllabi. A review of the literature guided by Finfgeld-Connett and Johnson's process; and, a document analysis of collected doctoral syllabi. Our review of Canadian Doctoral Seminar syllabi illuminated consistent attention to enabling the growth and development of doctoral skills, and a propensity towards higher-level thinking with scaffolded efforts to advance the production of new and original scholarship. Pedagogically, facilitation was the model and engagement with students was the strategy, giving way to student voice and a co-created experience. With global growth in doctoral nursing education, an international exploration of the best use of the doctoral seminar is therefore an imperative.

Fashion cocreation: cross-cultural insights and strategies

Purpose This study aims to analyze the multicultural consumers’ perceptions multicultural consumers’ perceptions of their experience after participating in online cocreation actions in the fashion industry and the behavioral consequences of that experience. Design/methodology/approach This research was conducted in Spain and the UK, with 800 active online cocreators, leading to a proposal of a comprehensive model of the cocreation experience and its effects on satisfaction and engagement with the brand and the intention to continue cocreating using a multi-group covariance structural equation model. Findings All the proposed hypotheses were confirmed. Cocreation activities influence the cocreation experience, which, in turn, generates a positive effect on the behavioral responses of individuals in terms of satisfaction, engagement and future intentions to continue participating in the brand’s cocreation activities. The cocreation patterns are similar in both countries, leading to a comparable behavioral model across different cultural contexts. The findings conclude with relevant recommendations on how brands can improve their globalization strategies. Practical implications The practical utility for a fashion retailer arises from acknowledging the different dimensions of the cocreation experience as mechanisms to develop strategies that foster customer participation, thus enhancing satisfaction, brand engagement and advocacy. The results also advocate for the proposition of similar actions across different markets, given the homogeneity of behaviors, likely through global platforms that facilitate participation from different markets toward the creation of global communities. Originality/value The significant contribution of this research lies in the detailed proposal for measuring the cocreation experience and its integration into a comprehensive model of the impact of cocreation on classic behavioral variables. Furthermore, the differential analysis across two countries provides the added value of a multicultural evaluation of the phenomenon.