Experiences, co-creation and technology: A conceptual approach to enhance tourism experiences

Abstract

The notion of experiences constitutes an important concept in the context of travel and tourism. Tourism experiences are increasingly determined by experience co-creation and technology use. Considering the lack of literature addressing these changes, this paper has the aim to discuss the importance of co-creation and technology in the creation of enhanced experiences and higher value for the tourist. The paper contributes by conceptualising a four-quadrant Tourism Experience Value Matrix and by suggesting that with the increasing intensification of co-creation and technology-use, the value for the tourist can be maximized leading to enhanced tourism experiences. The paper conceptually differentiates between four major types of tourism experiences to provide a better understanding of their respective value progression and discusses its implications for tourism practice and research.