Value Co-Creation in Ecotourism: Finding Solutions in a Digital Era
- Autores: Laura Hernández López, Salvador del Barrio García
- Localización: Journal of Business, ISSN-e 2078-9424, Vol. 10, Nº. Extra 1, 2018 (Ejemplar dedicado a: Interiority and Competitiveness: Global Management Challenges), págs. 38-51
- Idioma: inglés
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Resumen
This study aims to identify the main actors in the ecotourism online value co-creation ecosystem. With the ever-increasing demand to which the ecotourism sector has been subject in recent years, there is a need for business models featuring interactive tools that allow ecotourists to participate and co-create their own experiences. Not only will ecotourism businesses and ecotourists participate in this process, but so too will several other stakeholders, becoming key actors in the co-creation of value.
Ecotourism, being of a hedonic and experiential nature, requires strategies that are geared towards enjoyment of the joint value co-creation experience. With this finality, we present some factors, such as motivation, that are necessary for the ecotourist's value co-creation, as well as various other aspects that influence their behavior.
Our expectation is that value co-creation will have a positive effect on the behavior and experiences of tourists when it comes to developing ecotourism products and services. Specifically, we expect that the implementation of a co-creation strategy will lead to greater satisfaction and loyalty. Accordingly, drawing on the existing literature, we present a theoretical proposal of the antecedents and consequents that affect and enable online value co-creation by ecotourists.
