Co-creation of the ski-chalet community experiencescape. (October 2019)

• Record Type: Journal Article
• Authors: McLeay, Fraser; Lichy, Jessica; Major, Bridget
• Is Part Of: Tourism management. Volume 74(2019)
• Page Start: 413
• Page End: 424
• Publication Date: 2019-10
• Subjects: Consumer communities -- Ski-chalet -- Experiencescape -- Co-creation; Tourism -- Periodicals; 338.4791
• DOI: 10.1016/j.tourman.2019.04.018
• Languages: English
• ISSNs: 0261-5177

Abstract

Abstract: Ski-chalets provide skiers with a unique experience where 'consumer communities' of like-minded people engage with each other using a blend of online and offline social interactions. In this case study, we draw upon theoretical underpinnings from the brand and consumer community literature to explore individuals' experiences in the consumer community of ski-chalet aficionados. We investigate how the experience is co-created among other community members and service providers, thus answering calls for more research focusing on the co-creation of tourist encounters. The results of an ethnographic study identified five themes that incorporate both the motivators for engaging in a ski-chalet community and their co-created experiences (socialisation, all-inclusive chalet offering, active hedonistic skiing, location/place, the 'augmented' community of online and offline skiers). Providing new insights into the co-creation of tourist experiences, a framework is developed for understanding augmented communities and the ski-chalet experiencescape. Highlights: We address gaps in knowledge regarding how consumers co-create the service experience with other tourists in a community and/or service providers as well as the blending of online and offline communities. Based on an ethnographic case study of a ski-chalet community, our results build upon theoretical underpinnings from the sociological/consumer/brand community, value co-creation and social emotions literature. 5 themes facilitate the co-creation of ski chalet tourist experiences: socialisation, all-inclusive chalet offering, active hedonistic skiing, location/place, the 'augmented' community of online and offline skiers. A framework for the ski chalet experiencescape is developed, offering new insights into the tourist motivation experience interface and co-creation.