Social media practices serving co-creation in tourism

Social media practices serving co-creation in tourism

Creative industries' expansion and growing importance relies on the increasing need of consumers, traditionally 'alienated' from the means and processes of production, to be actively involved in the creative process. Firms are bound to incorporate new co-creation techniques in their product or services innovations.
As consumers claim more active role, their eagerness to participate can be harnessed by firms and thus collective production or creation is a mechanism that cannot be disregarded today.