Leveraging customer value through co-creative experiences: a look into hotel businesses

Abstract

The co-creation paradigm advocates businesses to focus on customers' skills and resourcein order to create value. The co-creative experience emerges in this context as an opportunity for thcustomer to actively participate in the creation of personalized value. Customer co-creation is addressein this study through the analysis of the propositions of co-creative experiences facilitated by three hoteoperating in Portugal. Results from this research bring insights that help similar businesses to strengthetheir orientation towards co-creation.