Cocreation of tourism experiences: are food-related activities being explored?
Susana Rachão, Zélia Breda, Carlos Fernandes, Veronique Joukes
Abstract
Purpose This study analyses the dimensions of cocreation in on-site food-related activities. Design/methodology/approach A systematic literature review was conducted in two databases (Scopus and Institute for Scientific Information (ISI) Web of Science), and 67 peer-reviewed articles were identified on cocreation in tourism experiences. Findings The study reveals that food-related activities involving active participation are more likely to be successfully performed in more informal environments, in which culinary experiences cocreated by both tourists and hosts are favoured. Moreover, tourists who learn something new appreciate the value of cocreation within food tourism experiences better. Research limitations/implications Although the researchers used two renowned databases to conduct the systematic literature review, there is the risk that some manuscripts related to the topic were excluded. Practical implications The transfer of new skills and knowledge through direct contact between tourists and hosts are prerequisites for the raise of the value of the cocreation process itself and of the final outcome of the cocreation experience. As a result, professional service providers should dedicate more attention to the inclusion of cocreative ‘learning’ elements in the food tourism experiences they create. Social implications Due to the changing structure of the tourism ecosystem (technological advances), the manner in which experiences are designed, distributed and consumed (cocreated) is being transformed. The present study highlights some aspects to be developed by tourism destination managers. Originality/value This study is the first to explore food-related tourism experiences through the lens of cocreation.