Value co-creation as a strategy for value creation in the rural tourism sector: a study applied to the context of oliviculture
DOI:
https://doi.org/10.11606/issn.1984-4867.v32i2p249-271Keywords:
Value co-creation, Rural tourism, OlivicultureAbstract
Rural tourism, a source of income and generation of experiential value through integration with consumers, goes beyond the traditional operations of an agricultural property. Thus, one of the alternative experiences to generate value is value co-creation, that is, the interaction between the agricultural tourism provider and its consumers, a collaborative experience based on knowledge, skills, and experiences. This study aims to understand the existing co-creation mechanisms in the relationship between olive tree producer and the rural tourist by using a qualitative and exploratory approach, in southern Brazil, with the use of in-depth interviews. After analyzing the results, we identified aspects favored by value co-creation, especially related to leisure and self-fulfillment, and benefits that the value co-creation can bring to the context of rural tourism, especially regarding the relationship between provider and tourist, benefiting both actors involved.
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Copyright (c) 2021 Cláudio Damacena, Flávio Régio Brambilla, Ana Laura Barcelos Correa
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