Travel Reference
In-Depth Information
value because by combining different resources, such as goods, services or skills, they alter the
fi rms' value propositions into real value (value-in-use; partake in fi shing activities, showing the
catch, taking pictures of the fi sh, telling others about the fi shing trip etc.). Hence, a tourist buys
into a potential value which will come to existence thorough being present (on or off stage),
taking or adopting roles (more or less given to them), within a certain environment. The action
or behaviour in the tourist experience will be different based on what the tourist value, i.e. quality
standards, degree of socialising, learning orientation, search for passion etc. Further, the tourist acts
differently at the destination or within a tourist activity framework based on their motivation
(purposes) and with whom or what they interact (structure) of the action (Holt 1995).
In managerial terms, the chapter offers a framework for tourist companies to facilitate
enhanced value creation through motivating, involving and teaching the customer to partake in
value creation processes before, during and after the journey through employing the dramatizing
framework. Based on what and the level of experience value the tourist prefer, the tourist
company may develop value propositions for the tourist to realize. They will do so dependent of
the purpose of why they participate, i.e. sunbathing to have a good time here and now, or if they
act for instrumental reasons, i.e. get in shape or nice tan to show friends back home. The structure
of the action, i.e. alone with an object such as enjoying a nice beach or being together with
friends, family, other tourists or the host will also infl uence on the way experience value is
created and co-created (Prebensen and Foss 2011). For tourist fi rms then to fulfi l the tourist
needs in a satisfactory way is through acknowledging and dramatizing for the right experience
dimension to be fulfi lled.
Theoretically, the chapter supports existing conceptualizations of the value-in-use perspectives
by integrating various theoretical perspectives, i.e. consumption practices, consumer value
perceptions and the dramaturgical metaphor. As research has acknowledged the perceived
value as the leading predictor of satisfaction and behavioural intention (Cronin
et al
. 2000;
Parasuraman and Grewal 2000; Woodruff 1997), further research on the imperative of the
conceptualization, measurement and application of tourist value is needed. Additionally, due to
the importance of servicescape (Bitner 1992) and dramaturgy (Goffman 1959) on consumption
practices, different special dramaturgy effects, e.g. storytelling, role-play, acting, sound, smell etc.,
effects on motivation, involvement and partaking in value co-creation, should be further studied.
Drawing upon the perspectives, the chapter suggests a new framework to acknowledge, structure
and support interaction processes in order to enhance tourist experience value.
Acknowledgement
This research is a part of the research programme 'Service Innovation and Tourist Experiences in
the High North: The Co-Creation of Values for Consumers, Firms and the Tourism Industry',
fi nanced by the Norwegian Research Association, Project No.: 195306/140.
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