Impacts of Value Co-creation in Rural Tourism Services: the case of a Santa Catarina farm hotel
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Abstract
Rural tourism constitutes an alternative for Brazilian socioeconomic development, as
well as implies the mitigation exodus rural and is a strategy for regional development.
In this perspective, value co-creation among rural environment players allows access
to knowledge, information, and technologies through resources complementary, which
bolster tourist activity development. Given the above, this study sought to diagnose, by
means of a case study, the impacts of value co-creation in a farm hotel. To do so, two
on-site visits were conduct at the farm hotel, in which participants provided interviews
and document analysis. Data were then investigated by content analysis based on Bardin
(2011). Based on the findings, a series of contributions arise from value co-creation in
the surroundings of the Hotel Fazenda, as well as barriers, which presented themselves
as hinderers of the value co-creation in rural service context. Value co-creation for
the surrounding community allows to provide new experiences to the tourist, so that
regional and cultural aspects, and typical food aspects of the region are disseminated.
Value co-creation has proven to be a way to stimulate collaborative competitiveness, by
sharing and complementing resources. On the other hand, the fragility of the adopted
management and selection methods of actors for cooperation has been shown to be a
risk, which can result in value co-destruction.
Description
RTA | ECA-USP | v. 33, n. 2, p. 279-292, maio-ago., 2022
Keywords
Rural tourism; Agritourism; Tourism management, Hospitality; Cooperation