ABSTRACT

Experience co-creation has been acknowledged as an important process to generate and sustain value. However, research in the arena of heritage visitor attractions remains limited. A qualitative cross-sectional design was used to assess UK heritage attractions providers’ engagement with guided tour experiences’ co-creation and the barriers faced in the adoption of this process. Findings from 11 interviews with visitor experience managers show most of the heritage attraction providers engage in processes of guided tour experience “co-production” rather than “co-creation”. Barriers include limited knowledge, and “know-how” of value co-creation processes; financial, time, and human resource constraints. Importantly, findings show visitors’ satisfaction with current arrangements influence the type of tour offering. This study reveals the need to further investigate heritage audiences’ variations in preferences and suggests better sector integration in terms of knowledge sharing and best practice to fully explore the benefits and worth of value co-creation in this tourism sector.

摘要

经验共同创造是公认的创造和维持价值的重要过程。但是，在历史文化名胜古迹领域的研究仍然很有限。使用定性横截面设计来评估英国遗产景点提供商与导游的共同创造以及采用该流程所面临的障碍。在对游客体验经理的11次采访中发现，大多数景点吸引者都在进行有导游陪同的体验过程，即“共同生产”而不是“共同创造”。障碍包括知识有限，以及价值共创过程的“诀窍”；财务，时间和人力资源方面的限制。重要的是，调查结果表明，游客对当前安排的满意程度会影响旅游产品的类型。