Mapping Co-creation Research in Tourism: A Bibliometric Visualisation Review

Tourism co-creation has attracted a great deal of academic interest in recent years due to its important role in promoting the image and economic development of destinations. The emergence of new technologies has significantly changed the relationship between tourists and destinations. The main objective of this article is to visualise the structure and trends of tourism co-creation research between 2008 and 2024. Using mapping techniques, our study shows the relevance of research related to Tourism Experiences and New Technologies and, to a lesser extent, Service Domain Logic (SDL) for the period 2008 to 2024. However, three new research themes have emerged since 2016: Loyalty and Satisfaction, Hospitality and Coronavirus and Sharing Economy. The findings contribute to a broad and diverse understanding of the concept of value co-creation in the tourism industry, which can provide important insights for destination marketing organisations (DMOs) and policy makers in formulating management strategies to enhance destination branding and competitiveness.