Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)

Abstract

An Exploratory Study of The Perception of Co-creation Experience in The Tourism Industry: A Case Study in Danang City, Vietnam

Author(s): Lan-Huong Thi Pham, Bao Quoc Truong-Dinh

This study examines the perception of co-creation tourism experience from a tourism expert perspective in Danang city. By interviewing tourism experts who hold the management level in tourism organization of both government and business level are used to explore the perception of current tourism co-creation experience and the evaluation of the potential for development of co-creation tourism in the city. Findings show that tourism management (both business and destination) had perceived the co-creation tourism experience, however; the city's investigation into the development of co-creation products is still spontaneous and straightforward. The potential tourism products of the city developed from the advantage of natural resources such as sea, river, and mountain, which currently stressed on sea tourism only. Natural resources and location of Danang create the most robust capacity to develop cocreation tourism experiences. The results also reveal the lack in both development strategy and management from tourism destination management to co-creation tourism experiences of Danang city. The study also provides some future suggestions for Danang city tourism management.