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Co-creation of values between some BnB providers and their guests
Uppsala universitet, Teknisk-naturvetenskapliga vetenskapsområdet, Tekniska sektionen, Institutionen för teknikvetenskaper, Industriell teknik. Uppsala University. (Hållbara besök)
2018 (Engelska)Ingår i: 16th Annual Hawaii InternationalConference on Education / [ed] Andrew Burge, Anette Oxenswärdh , 2018Konferensbidrag, Publicerat paper (Refereegranskat)
Abstract [en]

 

Abstract

 

Purpose This paper aims to study how some bed and breakfast providers and their guests experience the visits on the island of Gotland, regarding and with a particular focus on processes of co-creation of values as learning processes while communicating with each other´s. 

 

Method A questionnaire and an interview study was conducted. The questionnaire was digitally sent to some visitors and their hosts after the visits on the island. These visitors and hosts were selected from four bed and breakfast accommodations on the island of Gotland, Sweden. In addition to questions about their background and way of traveling to and around the island, guests were also asked about their experiences regarding values created during the visit to the island and in association and communication with their hosts. The hosts, BnB providers, in turn were asked about how they experienced the values were created in communication with their guests and between guests.

 

Findings The study shows that there are several processes involved in co-creation of values between visitors and hosts. Co-creation processes begin already when visitors are planning their visits to the island. Their expectations are created while choosing their accommodation type, often done online on different websites. Pre-information about the chosen BnB accommodation contributes to visitors' expectations and image of the object. In the physical meeting with the accommodation and the hosts, the co-creation process is strengthened. There are processes of participation, communication, creation of meaning for the stay, processes of trust and responsibilities which all together create a common culture which in turn contributes to co-creation of values for both parties. These processes also take place between guests. This co-creation of values can be seen as a learning process. This learning process creates knowledge about the destination and the values ​​that enhance the positive experience of the visits. It also creates knowledge for the hosts about how they can develop their service to achieve increased customer satisfaction. 

 

 

 

 

 

 

    Practical Implications The major implication of the study is that the study shows how the process of value creation takes place in practice and how it enhances the visitors' experiences of the entire journey. It also shows the opportunities offered by processes for hosts learning the needs and expectations of customers to create better products. This allows the organizers of the accommodation to inform and influence as well as balance of the choices the visitors make during the stay, not at least in terms of sustainability.

 

 

Originality/Value of paper The study makes a contribution to the knowledge of processes of co-creation of values by exploring how some tourists and their hosts experienced the visits to the island. The study can bridge the gap between visitors and visit organizers views and actions on co-creation on values. 

       

Keywords: consumers as co-creators, experiences, learning processes, visitors, visit organizers, values

 

Article classification: Research Paper

Ort, förlag, år, upplaga, sidor
Anette Oxenswärdh , 2018.
Serie
Anette Oxenswärdh
Nyckelord [en]
consumers as co-creators, experiences, learning processes, visitors, visit organizers, values
Nationell ämneskategori
Företagsekonomi Teknik och teknologier
Forskningsämne
Teknisk fysik med inriktning mot industriell teknik
Identifikatorer
URN: urn:nbn:se:uu:diva-359395OAI: oai:DiVA.org:uu-359395DiVA, id: diva2:1244413
Konferens
16th Annual Hawaii International Conference on Education, 4-7, 2018,Honolulu, USA
Tillgänglig från: 2018-08-31 Skapad: 2018-08-31 Senast uppdaterad: 2019-01-04Bibliografiskt granskad

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