Participating While Passing Through - A study of tourst engagement in destination Co-creation
Author
Horn, Julie Frederikke Faurboe
Term
4. term
Education
Publication year
2025
Submitted on
2025-06-02
Pages
75
Abstract
Dette speciale undersøger, hvordan turister ser deres rolle i at præge de steder, de besøger, og hvor villige de er til at bidrage til 'co-creation'—at skabe værdi sammen med andre. Selvom co-creation er udbredt i turismeforskning og praksis, tager meget af litteraturen afsæt i udbydere eller destinationer frem for i turisternes egne perspektiver. For at adressere dette kombinerer specialet en teoretisk ramme (co-creation-teori, motivationsteori og turisttypologier—grupperinger af typiske turistroller) med 14 kvalitative interviews med internationale turister i København. Litteraturgennemgangen viser, at co-creation har flyttet sig fra primært at handle om oplevelsesskabelse på stedet til også at omfatte strategiske opgaver som branding, planlægning og produktudvikling. Det giver anledning til en nyttig skelnen: oplevelsesmæssig co-creation (aktiv deltagelse under besøget) versus strategisk co-creation (mere bevidste bidrag til destinationens langsigtede form og funktion). Selvom turister i stigende grad ses som myndiggjorte og netværksforbundne aktører, er deres vilje til at deltage i strategiske processer kun i ringe grad undersøgt. Resultaterne viser, at turister ikke opfatter deltagelse som et simpelt ja/nej. Deltagelse ligger på et spektrum, der formes af format, sprog, oplevet relevans og følelsesmæssig investering. Mange vil gerne dele feedback eller idéer, når invitationen er uformel og indlejret i deres rejse. Omvendt skaber ord som 'udvikling', 'planlægning' eller 'workshop' distance, fordi de signalerer ansvar eller strategisk hensigt, som turister ofte afviser. Et centralt analytisk skel går mellem deltagelse og involvering: mange vil deltage, men få føler sig dybt involverede kognitivt eller følelsesmæssigt. Specialet udvikler en typologi med tre idealtypiske roller: den pragmatiske forbedrer, den oplevelsesorienterede deltager og den tilbageholdende observatør. Rollerne adskiller sig i motivation, foretrukne formater og oplevet legitimitet. Deltagelse bliver meningsfuld, når den matcher turistens rolleforståelse, autonomi og rejsekontekst. Co-creation lykkes oftere, når den ikke føles strategisk eller formaliseret—et paradoks, hvor jo mindre strategisk det føles for turisten, desto mere effektivt kan det være som strategisk værktøj. Specialet bidrager til turismeforskningen ved at sætte turisters perspektiver på co-creation i centrum og ved at vise, hvordan framing, sprog og relationel betydning former deres engagement.
This thesis examines how tourists see their role in shaping the places they visit and how willing they are to contribute to 'co-creation'—creating value together with others. Although co-creation is widely discussed in tourism, most studies focus on what providers or destinations want, not on how tourists themselves view participation. To address this gap, the study combines a theoretical framework (co-creation theory, motivation theory, and tourist typologies—groupings of typical tourist roles) with 14 qualitative interviews with international tourists in Copenhagen. The literature review shows that co-creation has broadened from helping to craft on-site experiences to also include strategic tasks such as branding, planning, and product development. This leads to a useful distinction: experiential co-creation (active engagement during the visit) versus strategic co-creation (more deliberate contributions to a destination’s long-term form and function). While tourists are increasingly seen as empowered and connected, their willingness to join strategic processes has rarely been examined. The findings show that tourists do not see participation as a simple yes/no. Instead, it lies on a spectrum shaped by format, language, perceived relevance, and emotional investment. Many are happy to share feedback or ideas when the invitation is informal and embedded in their trip. By contrast, words like 'development,' 'planning,' or 'workshop' create distance by implying responsibility or strategic intent that tourists often reject. A key analytical point is the distinction between participation and involvement: many will participate, but few feel deeply involved cognitively or emotionally. The thesis proposes a typology of three ideal roles: the pragmatic improver, the experience-oriented participant, and the reluctant observer. These roles differ in motivation, preferred formats, and what feels legitimate to them. Participation becomes meaningful when it matches a tourist’s sense of role, autonomy, and travel context. Co-creation is more likely to succeed when it does not feel strategic or formalized, creating a paradox: the less strategic it feels to tourists, the more effective it may be as a strategic tool. The thesis contributes to tourism research by centering tourists’ perspectives on co-creation and showing how framing, language, and relationships shape their willingness to engage.
[This summary has been rewritten with the help of AI based on the project's original abstract]
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