Value Co-Creation in Ecotourism: Finding Solutions in a Digital Era

  • Laura Hernández-López
  • Salvador Del Barrio-García
Keywords: Value co–creation, ecotourism, social networking sites, virtual platforms, satisfaction, loyalty


This study aims to identify the main actors in the ecotourism online value co-creation ecosystem. With the ever-increasing demand to which the ecotourism sector has been subject in recent years, there is a need for business models featuring interactive tools that allow ecotourists to participate and co-create their own experiences. Not only will ecotourism businesses and ecotourists participate in this process, but so too will several other stakeholders, becoming key actors in the co-creation of value. Ecotourism, being of a hedonic and experiential nature, requires strategies that are geared towards enjoyment of the joint value co-creation experience. With this finality, we present some factors, such as motivation, that are necessary for the ecotourist's value co-creation, as well as various other aspects that influence their behavior. Our expectation is that value co-creation will have a positive effect on the behavior and experiences of tourists when it comes to developing ecotourism products and services. Specifically, we expect that the implementation of a co-creation strategy will lead to greater satisfaction and loyalty. Accordingly, drawing on the existing literature, we present a theoretical proposal of the antecedents and consequents that affect and enable online value co-creation by ecotourists.


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How to Cite
Hernández-López, L., & Del Barrio-García, S. (2018). Value Co-Creation in Ecotourism: Finding Solutions in a Digital Era. Journal of Business, Universidad Del Pacífico (Lima, Peru), 10(1), 38-51.