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  • Author or Editor: Zihui Ma x
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Hyelin (Lina) Kim, Zihui Ma and Muzaffer Uysal

There are many ways contemporary consumers take control over their own good times. Tourists now have shifted towards the non-economic value of consumption, focusing more on abstract value, such as creating experiential value, sense of well-being, and quality of life. Using service dominant logic where the focus is on the stages and touch points of the tourists’ experiences, the chapter explores the ways tourists co-create situations, recover from difficult encounters and build positive memories with service personnel and others. Co-innovation, co-marketing, co-production, and co-recovery are all featured in the discussion.