Technological challenges in ecotourism: value co-creation platforms virtual and consequences

  • Laura Hernández López Dpto. Comercialización e Investigación de Mercados, Universidad de Granada
  • Salvador Del Barrio García Dpto. Comercialización e Investigación de Mercados, Universidad de Granada
Keywords: Co-creation of value, ecotourism, motivation, participation, game mechanics


This research try to examine the value co-creation (VCC) applied to online plataforms on ecotourism. Our study focuses on ecotourism because in recent years presented great development and has become an important driver of economic growth in various countries.

Consumer behavior has changed to become active, participatory and collaborative actors in the demand for products or services. Therefore, business models have been adapted and transformed. Technology is the key factor for the development of these new models, through interactive platforms that allow the consumer to consult information, seek offers, express opinions, comment on products or services. So, ecotourism is no stranger to the implementation and development of these platforms, ecotourists also experience this whole process and co-create value.

With this study we hoped to identify motivational factors that influence ecotourist's participation on value co-creation. At the same time, this relationship can be mediated by ecotourist typology, so we will analyze how is the profile ecotourist.

Likewise, we will deepen the consequences of the VCC such as satisfaction with own performance and e-wom after the value co-creation experience. Finally, two success stories about VCC will be shown: NaturaLista (Mexico) and Wikiloc (Spain) to examine the toolkits and game mechanics implemented on these platforms.


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How to Cite
Hernández López, L., & Del Barrio García, S. (2020, March 29). Technological challenges in ecotourism: value co-creation platforms virtual and consequences. Journal of Tourism and Heritage Research, 3(2), 130-150. Retrieved from