This thesis investigates the value co-creation process between Wonderful Copenhagen and local influencers. It focuses on the different aspects of the co-creation process, and how they can be optimized. By uncovering their motivations to engage, this thesis looks at the locals’ active participation in the process of co-creating valuable experiences. Previous literature has highlighted the importance of locals in co-creation, and how it has positive effects on tourist experience. However, limited research has been conducted emphasizing the locals’ active involvement in the value co-creation process, in collaboration with a destination management organization (DMO).
To carry out the investigation, qualitative research methods have been used in the shape of nine semi-structured in-depth interviews, as the primary source of data. This thesis applies a single case study design, by exploring the phenomenon of co-creation using Wonderful Copenhagen as a case. Using Prahalad and Ramaswamy’s (2004) core concept of co-creation, and applying relevant theories and co-creation frameworks, of which the DART model and Payne and colleagues’ (2008) co-creation framework, were shown to have main influence on the analysis. Analyzing the theories emphasized the importance of interacting, planning, and engaging with the local influencers, during the co-creation process. These were some of the central characteristics of the co-creation process of Wonderful Copenhagen.
It was found that an on-going dialogue, planning, and engagement were the main missing aspects during the co-creation process. Further, investigating the local influencers’ motivation to engage revealed that they were intrinsically motivated, and curiosity driven. These findings result in specific recommendations for future co-creation projects. However, as a limitation of this thesis these recommendations are mainly applicable for Wonderful Copenhagen and cannot be applied widely to other DMOs. The findings from this project, recommends taking into consideration the missing aspects, by facilitating clear communication and actively involve the participants further in all the stages of co-creation. Generally, having an overall co-creation strategy with underlying guidelines is considered beneficial.
|Uddannelser||Cand.merc.bcm Brand and Communications Management, (Kandidatuddannelse) Afsluttende afhandling|