The role of technology in diminishing barriers to co-creation, a tourism companies’ perspective Lamiaa Hefny.

Abstract EN

In the last years, the phenomena of customer co-creation have been receiving great attention in tourism studies.

co-creation is a new practice that can help businesses gain a competitive advantage.

customer co-creation is considered an important tool used in the innovation process.

however, the implementation of the co-creation process faces several barriers.

tourism companies can benefit from the rapid technology to limit co-creation barriers.

engaging customers in the value of co-creation with tourism companies is still relatively low in Egypt because of different barriers.

the study aims to identify the barriers that tourism companies face to start co-creation.

the study also examines how technology could facilitate the co-creation process and limit these barriers.

the findings that arise from the qualitative study identified eleven barriers under three categories.

the first category, barriers related to the relationship between the customer and the company.

the second category, barriers related to the company.

the third category, barriers related to the customers.

the findings also revealed that seven barriers out of eleven may be resolved by technology.