Exploring the value co-creation process on guided tours (the ‘AIM-model’) and the experience-centric management approach

Purpose The purpose of the paper was to explore the influence of the experience-centric approach and the concept of co-creation on service design and provision and to analyze the process of on-site experience co-creation between provider and consumer, particularly, how tour providers and tour guides enhance and support the process of co-creation. Design/methodology/approach The study reviews the literature on experience-centric approach and value co-creation, discusses personal resources and experience-centric service design as resources for co-creation. It analyzes primary data from 33 interviews and 28 observations of 11 sightseeing tour providers. Findings The methods and tools of tour providers’ service design were explored and evaluated whether they fit the criteria of the concept of co-creation and experience-centric approach. The findings show that small-group tour providers use the concept of co-creation to the biggest extent, followed by alternative tour providers. The study also analyzed what types of service designs support a co-creative service provision. Three steps were identified as steps to support and realize experience and value co-creation from the side of the service provider. Based on the empirical results, the attention-involve-make discover (AIM) model was created, which proposes that the process of value and experience co-creation happens by provoking attention, by engaging and involving and, finally, by making consumers to discover. Originality/value The originality of the paper lies in the creation of the AIM-model illustrating the on-site co-creation process in the context of guided tours, which can further be tested in other fields and areas.