Co-creation dynamics in tourism and hospitality: a horizon 2050 paper

Purpose The evolution of co-creation reflects a shift from a firm-centric to a user-centric and collaborative approach. The purpose of this study is to explore the benefits of co-creation, its potential drawbacks and implications for the tourism and hospitality industry to help frame the concept’s evolution and understand its importance for customizing and personalizing tourism experiences. Design/methodology/approach This conceptual study presents a holistic co-creation framework that encompasses various co-creation formats found over time. This study uses bibliometric analysis and thematic analysis powered by artificial intelligence tools as techniques. Findings Co-creation has transitioned from basic interactions between tourists and providers to sophisticated, technology-driven processes. This paper proposes a future-oriented framework that guides academic research and practical applications, outlining key innovation and sustainable growth areas in the tourism and hospitality sectors, demonstrating how co-creation fosters innovation, enhances consumer engagement and addresses sustainability challenges. Practical implications This study offers actionable recommendations for tourism firms to harness co-creation for hyper-personalized services, sustainability and community involvement. This study emphasizes the role of emerging technologies in shaping innovative and inclusive tourism experiences. Social implications This study promotes sustainable and ethical co-creation practices, highlighting the importance of inclusivity, cultural preservation and community empowerment in tourism development. Originality/value This reflection based on a bibliometric and artificial intelligence analysis helps to project the future developments of co-creation, raising new areas of research and paths to develop new theories and models to explain co-creation processes and outcomes and successfully integrate co-creation in tourism offers.