| Abstract: | Our knowledge of how tourists could co-create value in the pre-travel stage is limited. This should be particularly worrying for tourism providers, as they could gain competitive advantage by improving their understanding of these processes and responding accordingly. Based on service-dominant logic, this study explores this gap in research by identifying three value co-creation processes that occur before a trip (travel organization, information seeking, and mental time travel) and examining the contribution of tourist expertise on each of these processes. Although previous studies tend to assimilate co-creation with “tasks,” this study focuses on mental time travel, which is the only pre-travel value co-creation process that contributes value to the consumer without involving costs. An empirical study with 984 French and Spanish tourists was conducted, the results of which corroborate the particular salience of expertise predicted by service-dominant logic. |
