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Chapter 9 Co-creation of value - Valorization of local identity through creative tourism

DOI: 10.23912/9781915097064-5117

ISBN: 9781915097064

Published: April 2022

Component type: chapter

Published in: The Sharing Economy and the Tourism Industry

Parent DOI: 10.23912/9781915097064-4970



In the globalized world, businesses are increasingly linked to the service and network concepts. The paradigm shifted from a dominant logic based on physical goods to one based on service (Service-Dominant Logic) introduced by Vargo and Lusch (2004). The authors recognize knowledge and skills as the object of exchange and state that these dimensions generate benefits and value for the actors involved, defining a modern concept of value co-creation. Following the Service-Dominant Logic model and the fundamentals of Service Research and System Thinking, service logic promotes the concept of value co-creation, considering the customer as an active player in the service and able to contribute to the creation of a sustainable competitive advantage. This vision integrates the contributions of several parties in the value creation process, enabling the sharing of insights, values and resources of different actors (Vargo & Lusch, 2017).

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  • Fabiola Sfodera, University of Rome (Author)
  • Alessio Di Leo, Consultant (Author)

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Sfodera & Leo, 2022

Sfodera, F. & Leo, A.D. (2022) "Chapter 9 Co-creation of value - Valorization of local identity through creative tourism" In: Taheri, B., Rahimi, R. & Buhalis, D. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/9781915097064-5117


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