From vehicle suppliers to value co-creators: the evolving role of Italian motorhome manufacturers

Recreational vehicle (RV) manufacturers have traditionally been viewed as having no direct effect on caravanning experiences beyond their role as the suppliers of the vehicles. Drawing on the theoretical approach known as service-dominant logic, this paper suggests that RV manufacturers play an active role in the co-creation of tourism experiences. This study adopted the framework developed by Storbacka, K., Brodie, R. J., P., Böhmann, T., Maglio P. P., & Nenonen, S. [(2016). Actor engagement as a microfoundation for value co-creation. Journal of Business Research, 69(1), 3008–3017] that considers engagement as a microfoundation of value co-creation to investigate value co-creation in this context. A template analysis of the data collected from in-depth interviews with all Italian motorhome manufacturers revealed themes relating to five issues: engaging actors, engaging platforms, actors’ dispositions, engagement properties and resource integration patterns. The theoretical and managerial implications of these findings are discussed.