Agenda for Co-Creation Tourism Experience Research

In the experience economy, suppliers are in search of new ways to distinguish themselves and to fight for the customer's attention. Society's system of social ruling is making way for communicative self-steering. Dialogues between equal partners replace the traditional top down approach. Customers are therefore gaining more power and control. Product and company centric innovations are now being taken over by the co-creation experience as a basis for value and as the future of innovation. Glimpses of the co-creation experience are observed in a variety of realms but tourism is not yet mentioned as one of them. This is remarkable, as for many countries tourism is the number one income generator and for many in the developed world an essential part of their quality of life. Especially during free time people express their quest for ever more unique experiences reflecting their own personal stories. This article provides an innovative perspective on tourism in the experience economy based on the principle of co-creation with a central role for the human being. It contributes to the debate on tourism development and innovation and does not pretend to answer all questions raised. A research agenda is proposed at the end of this paper to invite both academic and business stakeholders to research and shape the future of the co-creation tourism experience in different project settings.