Tourist Behaviour
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Tourist Behaviour

The Essential Companion

Edited by Philip L. Pearce

Comprehensive and accessible, this Companion offers a thorough investigation into both traditional and fresh topics in tourist behaviour and experience. Arranged chronologically, the chapters examine tourist experience from the very idea of a tourist visit to the aftermath of returning home.
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Chapter 9: Co-creating good times

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.

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