Alpine Tourists’ Willingness to Engage in Virtual Co-Creation of Experiences

  • Thomas WozniakEmail author
  • Andreas Liebrich
  • Yves Senn
  • Myrta Zemp
Conference paper


This paper explores tourists’ willingness to engage in virtual co-creation of experiences on site. Theoretically, we build upon the concept of co-creation, its application to tourism, and distinguish between virtual and physical co-creation environments. We draw upon the conceptualization of the destination as a system of fragmented individual tourism suppliers that—together with the tourist herself—form a network of tourism stakeholders. Data were collected “in situ” in 26 in-depth interviews with international and domestic tourists in an alpine destination. Mainly younger tourists were found to be open to receive push-based personalized messages. Tourists’ willingness to disclose private information was found to be contingent on the type of information, but seems also affected by the perceived added value, the ease of use of disclosing information, and trust in the service provider. Sharing of disclosed information across service providers appears to be no major obstacle to virtual co-creation.


Co-creation Personalization Privacy Smartphone Alpine destination Smart tourism 


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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  • Thomas Wozniak
    • 1
    Email author
  • Andreas Liebrich
    • 1
  • Yves Senn
    • 1
  • Myrta Zemp
    • 1
  1. 1.Institute of TourismLucerne School of BusinessLucerneSwitzerland

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