Co-creation of value or co-creation of experience? Interrogations in the field of cultural tourism

Abstract

There is growing discussion among researchers relating to how consumers engage with producers to cocreate meanings, values, and experiences through consumption. This debate is particularly relevant in the \nfield of tourism. We are in this research at the confluence of two major paradigms: Service Dominant \nLogic, and Consumer Culture Theory, Arnould (2007). Our goal is to examine and understand the \nconcept of co-creation in the field of cultural tourism. How can we define the value? And how value \nemerges in the co-creation process? Finally is it about co-creation of value or rather co-creation of \nexperience? This work presents a theoretical foundation and identified future research investigations.

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