VALUE CO-CREATION SIGNIFICANCE OF TOURIST RESOURCES

How important are individual tourist resources for the overall value of tourist experiences? This study argues for including tourist resources as a value-adding element in tourist experiences. Service quality measures typically include the value of (1) personal service, (2) the surrounding natural environment and (3) other tourists. They do not typically include the value of individual tourist resources. A survey with 505 respondents was conducted. The study reveals that tourist resources, in addition to personal service, environment and other visitors, enhance the experienced value of a trip significantly. These findings are discussed in light of the service-dominant logic, identity and self-worth theories and the imperative of including the customer resources in understanding of experience value. Practical implications are also presented.