Experiential value co-creation: what’s the significance of the co-created value to providers?

Abstract

This study aimed at exploring the value providers derive from experiential value co-creation according to the sixth fundamental principle of the Service Dominant Logic. We use kayaking tour guides as cases and use data collected by means of questionnaires and in-depth interviews via content analysis approach. The result indicates that that tour guides co-consume the fun co-created with tourists and derive job satisfaction from experiential value co-creation.