This document appears to be a set of slides from a presentation on value co-creation and co-destruction in connected tourist experiences. The presentation discusses how information and communication technologies (ICTs) can both positively and negatively impact tourist experiences. On the positive side, ICTs can enable social connectedness, social sharing of experiences, and mental detachment during travel. However, ICTs can also present barriers to relaxation, interfere with fully experiencing a destination in the present moment, and create pressures and addictive behaviors around technology use. The presentation aims to provide a more holistic view of how ICTs can both add and diminish value for tourists.

1. ENTER 2016 Research Track Slide Number 1Barbara Neuhofer
Value Co-Creation and
Co-Destruction in
Connected Tourist Experiences
Barbara Neuhofer
Bournemouth University, UK
eTourismLab
bneuhofer@bournemouth.ac.uk
www.bournemouth.ac.uk I www.barbaraneuhofer.com

2. ENTER 2016 Research Track Slide Number 2Barbara Neuhofer
Agenda
Tourist
Experience
Value
Co-Creation
Value
Co-Destruction
Information and
Communication
Technologies

3. ENTER 2016 Research Track Slide Number 3Barbara Neuhofer
Introduction
• Value co-creation has become a recognised
concept in services and tourism marketing
research and practice (Neuhofer, Buhalis, & Ladkin, 2013; Akaka
and Vargo, 2014)
• ICTs have been portrayed as key tools to
enable, facilitate and enhance tourist
experiences and co-create added value (Kim &
Tussyadiah, 2013; Neuhofer, Buhalis, & Ladkin, 2013; Wang, Park, & Fesenmaier, 2012)
• Limited understanding of ‘how ICTs can
potentially co-destruct experiences and value’

4. ENTER 2016 Research Track Slide Number 4Barbara Neuhofer
Research Aim & Rationale
Through a SD-logic lens, the study aimed to
analyse the value co-creation / co-destruction
dichotomy, in the context of ICTs and tourist
experiences
Contribute to a more holistic debate in service-
dominant logic and eTourism that considers the
‘flipside of ICTs’ and the negative consequences
of connectedness on tourist experiences

5. ENTER 2016 Research Track Slide Number 5Barbara Neuhofer
#CONNECTEDNESS

6. ENTER 2016 Research Track Slide Number 6Barbara Neuhofer
Era of Connectedness
With proliferation of ICTs, experience and
value co-creation have:
“exploded on an
unprecedented scale
everywhere in the value creation system”
(Ramaswamy, 2009b, p.17)

7. ENTER 2016 Research Track Slide Number 7Barbara Neuhofer
Era of Connectedness
• Mobile lifestyles and mobile
smartphone devices have enabled to
co-create experiences in numerous
ways
(Gretzel and Jamal, 2009; Wang et al., 2014a, 2014b)
• Tourist experiences are changed, as
individuals are inter-connected in
virtual online and physical offline
spaces at the same time
(Neuhofer, Buhalis, & Ladkin, 2014)

8. ENTER 2016 Research Track Slide Number 8Barbara Neuhofer
#VALUE

9. ENTER 2016 Research Track Slide Number 9Barbara Neuhofer
SD-Logic & Resource Integration
Resource integration is at the core of the SDL
•Value and experiences cannot be ‘packaged’ or staged but
value is always co-created in use through resource
integration
•The consumer is the one who co-creates and determines
value in specific situation (e.g. car, real-time transport app,
restaurant review)

10. ENTER 2016 Research Track Slide Number 10Barbara Neuhofer
Value Co-Creation &
Co-Destruction
• ICTs support and enhance co-creation, by
engaging actors, facilitating value propositions,
services and experiences
• Despite positive value creation, value can be co-
destroyed, by actors / resources (e.g. football
stadium, restaurant) (Lefebvre & Plé, 2011)

11. ENTER 2016 Research Track Slide Number 11Barbara Neuhofer
Value
…a resource at one level, the same technology
could be considered as a resistance at a
different level, or different context
(Akaka & Vargo, 2014, p.374).

12. ENTER 2016 Research Track Slide Number 12Barbara Neuhofer
Value
Resource integration of ICTs
scarcely explored to date
Need to understand how
technology
‘adds value’ or ‘diminishes value’
in connected tourist experiences

13. ENTER 2016 Research Track Slide Number 13Barbara Neuhofer
Methodological Approach
Research Approach
Part of a bigger qualitative mixed methods study:
Qualitative In-Depth Interviews
15 Exploratory In-Depth Interviews
with tourist consumers:
a)technology-savvy (smartphone and social media use)
b)Have used ICTs for travel in 12 months
Analysis:
Qualitative thematic analysis – 6 level multiple-stage
coding process
QSR NVivo 10

14. ENTER 2016 Research Track Slide Number 14Barbara Neuhofer
Methodological Approach
Qualitative thematic analysis – 6 level multiple-stage coding process

15. ENTER 2016 Research Track Slide Number 15Barbara Neuhofer
Value co-creation:
Connection as a means of
value creation
Three main themes emerged:
1.Social connectedness
2.Social sharing and co-living
3.Mental detachment and de-territorialisation

16. ENTER 2016 Research Track Slide Number 16Barbara Neuhofer
Value co-creation
1. Social connectedness
• ICTs create value in tourist experiences to ‘compensate feelings of
loneliness’ - being physically distant from home
• Tourists maintain a link to their everyday lives - comfort
• Keep up their mundane routines – no interruption (short stay)
• Interconnection between the three dimensions of the ‘tourist life’,
‘private life’ and ‘work life’
“I think the whole experience gets more interactive and you include like
your private life and your restaurant experience and in some cases
even your work, it’s all happening together.” (Martha)

17. ENTER 2016 Research Track Slide Number 17Barbara Neuhofer
Value co-creation
2. Social sharing and co-living
•Sharing of experiential impressions and moments through ICTs
•Allow those at home to ‘co-create and co-live’ travel by being
connected online, often in real-time ‘share experience with them’
•Other physically distant actors become part of the experience itself, as
they provide likes, suggestions, ideas relevant in the physical tourist
experience on-site
“Just the feeling to have the other people participating in your journey
even though they are not there but to share your experience with”.
(Jane)

18. ENTER 2016 Research Track Slide Number 18Barbara Neuhofer
Value co-creation
3. Mental detachment and de-territorialisation
•‘Switch to distant places’
•Temporarily and mentally disconnecting from their physical
surroundings
•‘Take a break from the tourist experience’
•Momentary ‘absence’, especially during downtimes and boredom
“I think that happens plenty of times and you sit down in a café and you
enjoy your meal and you have to wait for certain minutes until the food
arrives, and when there is nothing on the table and we are exhausted to
talk to one another then we just engage with our virtual friends.”
(Teresa)

19. ENTER 2016 Research Track Slide Number 19Barbara Neuhofer
Value co-destruction
1. Barrier to Escapism from Everyday Life and Relaxation
• ‘Inevitable’ connection: Wi-Fi/Internet pervasive - barrier that
prevents tourists from escaping from their everyday lives
• Distraction and decrease possibility of true relaxation
• Loss of the sense of ‘real travelling’ and ‘the tourist life’
“I would say that social networks are more distraction because it keeps you away from
actually being in the location and not enjoying the place and time you are spending
there (…) Because when you are entering a social network you are always somewhere
else in a virtual world and then you are not really in the destination anymore, I mean
not with your thoughts.” (Jane)

20. ENTER 2016 Research Track Slide Number 20Barbara Neuhofer
Value co-destruction
2. Interference of ‘Living’ the Tourist Experience
•Dominates the activities that are associated with travel
•‘Taking pictures for later’ rather than enjoying the experience in the ‘now’,
•Priority has been given to showing and living the experience for ‘the others’.
“Somebody that would take an image, post it on Facebook or Instagram and
then would have the map and the phone out all the time, and the iPad, and
kind of, I think that I feel that somebody who uses technology that much to
that extent, cannot actually enjoy that places that much, because you are so
caught up in sharing it with other people rather than enjoying it yourself that
much.” (Rachel)

21. ENTER 2016 Research Track Slide Number 21Barbara Neuhofer
Value co-destruction
3. Sense of pressure and addiction
•Availability of ICTs (e.g. Internet, devices, social media) creates a self-induced
pressure
•Own behaviours perceived as distractive and destructive to experiences
•Feeling of social pressure and obligation to take and post pictures
•Time-absorbing and forced, becoming ‘a slave of technology’
“It sets me under pressure. Yeah (affirmative). Yes because you always feel
that you are on stand-by to be connected to all the social network.” (Jane)
“A lot of people upload everything they see they upload on Facebook, but I
don’t like that idea, this is becoming a slave, like everything - this is not
necessary.” (Hanna)

22. ENTER 2016 Research Track Slide Number 22Barbara Neuhofer
Conclusions and Implications
• Contribution to Theory
– Understanding of ICTs resource integration in experiences
– Understanding the ‘flipside of technology’ as a resource for experience
and value creation
– Differentiated understanding of ICTs as a resource to add / diminish
value
– Identification of six distinct dimensions of technology co-creation/co-
destruction, beyond major sport/social events
• Contribution to Management and Practice
– Need for contextual evaluation and sensitivity: Does technology add
value everywhere, or are there tourist scenarios where value might
potentially be destroyed?
– Increasing need and desire to switch-off, digital detox
– Evaluate target segments, provide ‘zones’ to connect or disconnect
– Distinct value proposition for ‘disconnection’ tourism/hospitality

23. ENTER 2016 Research Track Slide Number 23Barbara Neuhofer
Reference List
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24. ENTER 2016 Research Track Slide Number 24Barbara Neuhofer
Thank you!Thank you!
Barbara Neuhofer
Bournemouth University, UK
eTourismLab
bneuhofer@bournemouth.ac.uk
www.bournemouth.ac.uk I www.barbaraneuhofer.com