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Customer-to-customer co-creation practices in tourism: Lessons from Customer-Dominant logic

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Rihova, Ivana, Buhalis, Dimitrios, Gouthro, Mary Beth, Moital, Miguel·2018·Tourism Management
DOI 10.1016/j.tourman.2018.02.010
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Abstract

This study aims to explore specific customer-to-customer (C2C) co-creation practices and related value outcomes in tourism. The importance of C2C co-creation is first discussed in the context of the Service-Dominant logic, then a new approach to the study of tourists' social practices and related value-outcomes is proposed, drawing on the recently emerged Customer-Dominant logic in marketing. A pragmatic philosophy is adopted to best address the research questions in a purposively selected sample of five UK-based festivals. Qualitative interview- and observation-based methods are adopted to identify 18 C2C co-creation practices, placing these on a continuum of autotelicinstrumental and private-public practices. Four value-outcome categories are discussed: affective, social, functional and network value. The conclusions highlight the importance of value formed when tourists cocreate with each other in tourism settings and the authors identify specific opportunities for facilitating this process. Possible applications for future research are discussed, highlighting the merits of pragmatism.

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Metadata

Authors
Rihova, I., Buhalis, D., Gouthro, M. B., & Moital, M.
Affiliations
Bournemouth University (GB)
Corresponding author
Rihova, Ivana
ORCID
Venue
Tourism Management
Publisher
Elsevier BV
Published
2018-08
Volume
67
Pages
362-375
ISSN
0261-5177 (ISSN-L)
DOI
10.1016/j.tourman.2018.02.010
OpenAlex
W2791422841
Cited by
287
References
4
Citations by year
2026: 25 · 2025: 37 · 2024: 46 · 2023: 34 · 2022: 41 · 2021: 34 · 2020: 38 · 2019: 27 · 2018: 5
FWCI
46.51
Type
journal article
Language
en
Open access
Licence
Locations
  • Tourism Management (publishedVersion, cc-by-nc-nd)
  • Bournemouth University Research Online (Bournemouth University) (submittedVersion, public-domain)
  • Research Output (Edinburgh Napier University) (submittedVersion, other-oa)
  • Edinburgh Napier Research Repository (Edinburgh Napier University) (submittedVersion, cc-by-nc-nd)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Service and Product Innovation
  • Social Sciences › Business, Management and Accounting › Tourism, Leisure and Hospitality Management › Diverse Aspects of Tourism Research
  • Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
Keywords
customer-dominant logic, service-dominant logic, value co-creation, festivals, emotional value, social values, functional value, network value

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