Conceptualizing the Value Co-Creation Challenge for Tourist Destinations: A Supply-Side Perspective

To date, most studies on value co-creation processes in tourism have thus far focused on the company–customer relationship. Tourism experiences are produced by a number of firms and organizations collaboratively. Hence, there is a need to further develop knowledge about co-creation issues also adopting the perspective of the network of relationships between local stakeholders (both public and private) which are involved in tourism development within a certain tourist destination. This conceptual study applies the theoretical approaches of Prahalad and Ramaswamy (2004a) and Ramaswamy and Gouillart (2010) in an attempt to identify a set of constructs that could influence the way local stakeholders can co-create the tourism offer. Specifically, the contribution of this chapter is placed on the development of a possible empirical application of the DART model to analyse the co-creation paradigm by adopting a supply-side perspective, which is still a quite non-common approach in tourism literature.