Value co-creation in sustainable tourism: A service-dominant logic approach

• Published in: Tourism management (1982) Vol. 82; p. 104200
• Main Authors: Font, Xavier, English, Rosa, Gkritzali, Alkmini, Tian, Wen (Stella)
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.02.2021; Elsevier
• Subjects: Customers; Distribution channels; Samfunnsvitenskap: 200; Social science: 200; Sustainability; User-centred design; Value co-creation; Value in use; VDP; User-centred design; Value co-creation; Value in use; Customers; Distribution channels; Sustainability
• ISSN: 0261-5177; 1879-3193; 1879-3193
• DOI: 10.1016/j.tourman.2020.104200

To mainstream sustainability, we need to understand the value gained from sustainability by users. We apply a user-centred design methodology to develop an agile, iterative, incremental and reflexive process to understand the sustainability value proposition for Lufthansa City Center travel agents. We analyse the failure of sustainability communications within the online platforms used by these agents and explore why the agents factor out sustainability information during the customer sales process. We identify how agents and customers understand sustainability, and we explore opportunities to co-create sustainability value. Furthermore, we prototype, and then test, methods of empowering travel agents to communicate sustainability to their customers as a value-adding proposition. •Sustainability value needs to be co-defined and co-created.•Sustainable design for services requires a willingness to experiment.•Experience-based sustainability value is hedonic.•Sustainability has emotional rather than functional value.•Travel agents can use sustainability to reinforce trust and professionalism.