Co-Creation Experiences: Attention and Memorability

ABSTRACT

This study examines the on-site co-creation experience from a tourist perspective. A review of the literature and in-depth interviews with tourists who participated in a ‘swimming with dolphins’ experience are used to explore the importance of co-creation in enhancing attention and the memorability of the experience. Findings suggest that the co-creation experience influences memorability by focusing the tourist’s attention. This study contributes to the conceptualization of co-creation in the field of tourism by substantiating the usefulness of a psychologically based approach to experience design.

KEYWORDS:

• Co-creation tourism experience
• active participation
• interaction
• attention
• memorability

Additional information

Funding

This paper is partially financed by the FCT – The Portuguese Foundation for Science and Technology.

Notes on contributors

Ana Cláudia Campos

Ana Cláudia Campos, MS and doctoral candidate in Tourism, is Lecturer, Faculty of Economics, University of Algarve, Campus de Gambelas, Edificio 9, Faro, 8005-139 Portugal (E-mail: [email protected]).

Julio Mendes

Júlio Mendes, PhD, is Assistant Professor, Faculty of Economics, University of Algarve, Campus de Gambelas, Faro, 8005-139 Portugal (E-mail: [email protected]).

Patricia Oom do Valle

Patrícia Oom do Valle, PhD, is Assistant Professor, Faculty of Economics, University of Algarve, Campus de Gambelas, Faro, 8005-139 Portugal (E-mail: [email protected]).

Noel Scott

Noel Scott, PhD, is Professor, Griffith Institute for Tourism, Griffith Business School, Building (G27), Room 3.12, Gold Coast Campus, Griffith University, Parklands Drive, Southport, QLD 4222, Australia (E-mail: [email protected]).