Based on tourist value perceptions before, during and after a vacation trip, this chapter outlines proposals for innovation in tourist firmsí development, facilitation and provision of tourist experiences by appealing to the customer to partake in the value creation process. Appealing, in this context, is about motivating, involving and teaching tourists to partake in and enjoy various dimensions of making a tourist journey, and hence is key in innovation processes in tourist experiences. Innovation is defined relatively broadly by Rogers (1995, p. 11) as ëan idea, practice, or object that is perceived as new by an individual or other unit of adoptioní. The European Commission (1995, p. 688) defines innovation as ëthe renewal and enlargement of the range of products and services and the associated markets; the establishment of new methods of production, supply, and distribution; the introduction of changes in management, work organization, and the working conditions of the workforceí. Based on these foundational ideas, the present chapter builds on the designation of innovation as a capability which embraces the learning dynamics endorsing customer value, and thus supports renewal of the competitive advantage (Eisenhardt & MartÌn, 2000; Teece, 2007; Teece & Pisano, 1994; Teece et al., 1997; Zollo & Winter, 2002). The present work not only focuses on innovation potentials in a tourism setting, it also adopts a new perspective in marketing, the new service-dominant logic (S-D logic), as its underpinning.
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