Purpose
This perspective article aims to summarize research on value co-creation and tourism experience management from the past decades and to propose several future research priorities related to the topic.
Design/methodology/approach
This perspective article reviews the previous work and offers a process model on co-creating tourism experiences through a traveler’s journey. In addition, the article proposes five future research priorities related to value co-creation strategies in tourism experience management.
Findings
This perspective article depicts value co-creation activities during the pre-, mid-, and post-travel stages and proposes five research priorities: (1) big data and real-time co-creation will become ubiquitous in future travel experiences, (2) social media will continue to empower travelers throughout their travels, (3) human–robot interactions will increase for travelers’ co-creation activities, and (4) the diversity of travelers and younger generations (Generation Z) will impact co-created travel journeys.
Originality/value
Co-creation of tourism experiences has been increasing in the travel industry. It is necessary to review what has been said in the past and to project future research priorities and directions for travel academia and practitioners.
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