Value Co-creation in Dynamic Networks and E-Tourism

The rapid development of information communication technologies and the diverse value co-creation processes are affecting and enhancing the interactive processes between actors in dynamic networks and e-tourism. To understand the conceptual development of value co-creation and how technology creates new opportunities to facilitate and enhance experiences within a tourism system, this chapter provides an overview of the literature aiding the understanding of co-creation in a context of dynamic networks and e-tourism. Co-creative processes for value creation are increasingly adopted to create and enhance engaging and meaningful service experiences, and complex tourism networks operate dynamically to facilitate the actor interactions, dialogue, and learning. Recognizing the significance of co-creation, the concluding integrative framework builds on the conceptual shift from service-dominant to customer-dominant logic promoting the central role of the customer in the value creation and tourism experience processes. Future developments are discussed in relation to the increasing and widespread use of ICT constituting e-tourism development, which is transforming the dynamic networks moving them toward digitally augmented smart interconnectivity and deeper value co-creation.