Innovation through co-creation: Towards an understanding of technology-facilitated co-creation processes in tourism

Editors: Egger, R., Gula, I. and Walch, D.

Publisher: Springer

Abstract:

Society and industries have undergone a profound shift as consumers have shifted from the idea of merely buying products towards playing an active role in the consumption process. With intensified competitiveness and dynamics on a global scale, businesses have increasingly recognised opportunities differentiate themselves by empowering and involving consumers in the co-creation of their consumption experiences. Recent literature has recognised this trend by depicting consumers in multiple roles as participants of the crowd, co-producers of the products and services and co-creators of experiences and value. The possibilities for consumers and companies to engage and co-create in consumption process have been particularly driven by technology as a main catalyst of change. While recent studies have produced a large body of knowledge on co-creation processes, its understanding through the lens of technology in the specific context of tourism remains scarce. In light of these developments, this chapter aims examine the notion of consumer involvement for innovation through technology-facilitated co-creation processes. This chapter contributes in a three-fold way, in that it interlinks innovation, co-creation and technology, develops a classification of technology-facilitated co-creation processes in the context of tourism and draws relevant implications for current tourism research and practice.

Source: Manual