Value Co-Creation in the Spa Tourism Market
Value Co-Creation in the Spa Tourism Market

Summary/Abstract: This article is of a theoretical and application nature. Its aim is to present theissue of co-creating value and proposing the implementation of this concept on the spatourism market. The issue of co-creating value is one of the most important and current marketing problems. The study first focused on identifying customer value in tourism. Then, in reference to new trends in marketing and the systemic nature of tourist services,the concept of co-creating customer value in the tourism market in B2C and C2C relations was characterized. Next, the focus was on the possibility of applying this idea to the spatourism market, combining elements of tourism and health protection. As a tool for theco-creation value for the customer in this market, the author proposed to measure the satisfaction of spa visitors, using both traditional methods and the opportunities offered by the Internet and smartphones.

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