Value co-creation in ecotourism: finding solutions in a digital era

• Autores: Hernández-López, Laura, Barrio García, Salvador del
• Formato: artículo
• Fecha de Publicación: 2018
• Institución: Universidad del Pacífico
• Repositorio: UP-Institucional
• Lenguaje: inglés
• OAI Identifier: oai:repositorio.up.edu.pe:11354/2011
• Enlace del recurso: http://hdl.handle.net/11354/2011; https://doi.org/10.21678/jb.2018.874
• Nivel de acceso: acceso abierto
• Materia: Turismo ecológico; Relaciones con los clientes; Plataforma virtual; https://purl.org/pe-repo/ocde/ford#5.02.04

This study aims to identify the main actors in the ecotourism online value co-creation ecosystem. With the ever-increasing demand to which the ecotourism sector has been subject in recent years, there is a need for business models featuring interactive tools that allow ecotourists to participate and co-create their own experiences. Not only will ecotourism businesses and ecotourists participate in this process, but so too will several other stakeholders, becoming key actors in the co-creation of value. Ecotourism, being of a hedonic and experiential nature, requires strategies that are geared towards enjoyment of the joint value co-creation experience. With this finality, we present some factors, such as motivation, that are necessary for the ecotourist's value co-creation, as well as various other aspects that influence their behavior. Our expectation is that value co-creation will have a positive effect on the behavior and experiences of tourists when it comes to developing ecotourism products and services. Specifically, we expect that the implementation of a co-creation strategy will lead to greater satisfaction and loyalty. Accordingly, drawing on the existing literature, we present a theoretical proposal of the antecedents and consequents that affect and enable online value co-creation by ecotourists.