Co-creation experiences: attention and memorability

Campos, Ana Cláudia; Mendes, Júlio; do Valle, Patricia Oom; Scott, Noel

http://hdl.handle.net/10400.1/9702

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Authors

Campos, Ana Cláudia

Mendes, Júlio

do Valle, Patricia Oom

Scott, Noel

Abstract(s)

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.