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Document Type

Article

Abstract

Co-creation is increasingly being used as a tool for companies to position their products in the market. The aim is to enhance a dialogue with customers and enhance firm-customer value. In the experience industry co-creation is also increasingly linked with another major trend: storytelling. The aim of this narrative technique is to build a story around a business, a product or a destination. The purpose of this paper is to discuss and highlight the application of these techniques, together with experiential learning, in order to generate a new point of view on the learning process. These techniques are applied to the Saint James‟ Way in Spain, a major generator of experiences for tourists and pilgrims. The outcome of this research study is to produce a concept for a study trip based on creative tourism

Publication Date

2012

Publication Title

Journal of Tourism Consumption and Practice

Volume

4

Issue

2

First Page

25

Last Page

40

ISSN

1757-031X

Deposit Date

June 2018

Embargo Period

2024-03-26

Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

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