Collaboration and learning processes in value co-creation: a destination perspective

Melis, G.;McCabe, S.;Atzeni M.;Del Chiappa, G.

2022-01-01

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Abstract

Value co-creation has emerged as an important competitive strategy leading to value innovation. In tourism destinations co-creation results from the participation of multiple actors synchronously and contextually in value realization. Yet value co creation remains highly theoretical and lacks empirical operationalization especially in destination contexts. Are tourism destinations able and sufficiently mobilized to exploit the potential offered by co-creation theory? This paper operationalizes two fundamental dimensions of the value co-creation process, collaboration and learning, by developing and testing a measurement scale to evaluate the perceived impact of these dimensions on market performance of the actors of a tourist destination. Contributions to the literature on value co-creation and learning as well as managerial implications are discussed and suggestions for further research are given.