to increased perceived value, loyalty and recommendation in the long-term. Thus, in order to keep up with the pace of dynamically moving markets, the use of ICTs for co-creation processes needs to become a strategic objective in new service development and innovation in tourism. Constant assessment and re-appraisal of current practices are needed to overcome technological challenges, seize opportunities and facilitate innovation that allows co-creating experiences with contemporary consumers most effectively.
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© Springer-Verlag Berlin Heidelberg 2016
Roman Egger, Igor Gula and Dominik Walcher (eds.), Open Tourism, Tourism on the Verge, DOI 10.1007/978-3-642-54089-9_3
(1) (2)
The Importance of Customer Co-creation of Value for the Tourism and Hospitality Industry
Digna Roeffen
1and Ursula Scholl-Grissemann
2Swarovski, Switzerland
Department of Strategic Management, Marketing and Tourism, University of Innsbruck School of Management, Innsbruck, Austria
Digna Roeffen (Marketing Controller) Email: [email protected]
Ursula Scholl-Grissemann (Corresponding author) Email: [email protected]
Keywords Co-creation – Customer experience – Service dominant logic – Customer value
1 Introduction
The traditional system of value creation has focused on a firm centric perspective for many years. The roles of producers and customers were clearly defined and
independent from each other. Today, this system does not meet market requirements anymore and shifts from a firm centric perspective to a customer centric perspective, through which value is co-created with the customer and not only for the customer (Prahalad & Ramaswamy, 2004; Michel, Brown, & Gallan, 2008). This development is a consequence of a change in the role customers play today. As such, individuals have undergone a transformation from isolated, uninformed, and passive actors to linked, well informed, and active participants in value creation processes (Prahalad &
Ramaswamy, 2004).
Additionally, information and communication technology have empowered customers by increasing their information base, self-efficacy, and skills as well as enabling greater choice and more control (Füller et al., 2009). Due to these attributes, customers seek to take part in value creation themselves and influence business
processes in various stages from product/service development to post-launch
improvements (Füller et al., 2012). Vargo and Lusch (2004, 2008) follow the concept of value-in-use which implies the creation of value through the customer when he or she actually uses the product/service. This means, the customer actively participates in the value-creation process, whereas the firm provides the service and ideally co-creates value with the customer. In this case, one speaks about the co-creation of value between the customer and the firm.
Tourism research gains substantially from the idea that customers and companies are both resource integrators in the value creation process because tourism firms
increasingly invite their customers to undertake activities that were initially tasks of the company, such as engaging in the service delivery process (e.g., using self-service technologies, such as online check-in services for flights, or fast check-in counters at hotels) or co-developing new services (e.g., developing mobile applications).
The purpose of this article is to provide the theoretical foundations of customer co-creation of value. We further highlight the importance of the co-co-creation concept for the tourism industry. Subsequently, we delineate implications for tourism and hospitality management.