Change towards a more innovative and collaborative culture
Co-creation is the new approach to product development. Tourists want to personalize the experience according to their own unique needs and desires. Destinations provide a platform experience as of a generic product, which is somehow customizable by tourists, and by observing how they customize their experiences, the platform eventually develops a portfolio of experiences customized to the needs and motivations of various types of tourists, though still flexible.
Product co-creation is developed mainly through the open innovation system, where stakeholders participate motivated by the will to contribute to the mission accomplishment, and also by the will to showcase their creative skills and gain reputation among the community. Marketing 3.0 intends to leverage these motivators to foster co-creation of experiences and continuous improvement in collaboration with the local service suppliers to keep on enhancing the destination’s offered value.
The co-creation takes place in a collaborative platform as part of the open innovation system where locals may offer their experiences and they receive reviews, ratings and advice from destination product managers on how to make it better. To train stakeholders in the co-creation process, special workshops could be organized, where the key factors to successful product development are explained.
To create life-changing experiences, contributors should start by gaining a deep understanding of the mission statement as a basis for discerning what kind of experiences could be suitable. Further, by listening to stories they can understand what kind of experiences create a life-changing impact on the receivers and thus inspire new experiences by leveraging the contributors’ imagination from the open innovation system. The fact that brand enthusiasts are empowered to participate in the co-creation process spurs their commitment and their will for spreading the stories, as they are also willing to let everybody know about their contributions.
What main challenges do you foresee in the co-creation of tourism experiences?