The role of technology in diminishing Barriers to co-creation A tourism companies’ perspective | ||
| The Scientific Journal of the Faculty of Tourism and Hotels, Alexandria University | ||
| Article 2, Volume 18, Issue 1, 2021, Pages 17-32 PDF (534.66 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/thalexu.2021.74637.1056 | ||
| Author | ||
| Lamiaa Hefny* | ||
| Associate Professor in Tourism Department - Faculty of Tourism & Hotel Management - Pharos University | ||
| Abstract | ||
| In the last years, the phenomena of customer co-creation have been receiving great attention in tourism studies. Co-creation is a new practice that can help businesses gain a competitive advantage. Customer co-creation is considered an important tool used in the innovation process. However, the implementation of the co-creation process faces several barriers. Tourism companies can benefit from the rapid technology to limit co-creation barriers. Engaging customers in the value of co-creation with tourism companies is still relatively low in Egypt because of different barriers. The study aims to identify the barriers that tourism companies face to start co-creation. The study also examines how technology could facilitate the co-creation process and limit these barriers. The findings that arise from the qualitative study identified eleven barriers under three categories. The first category, barriers related to the relationship between the customer and the company. The second category, barriers related to the Company. The third category, barriers related to the customers. The findings also revealed that seven barriers out of eleven may be resolved by technology. | ||
| Keywords | ||
| Tourism Companies; Co-creation; Co-creation Barriers; Technology | ||
| References | ||
|
| ||
|
Statistics Article View: 316 PDF Download: 471 |
||
