Developing Destination Experience and Digital Marketing in Co-creation Process – Case Cooperation of Ranua Municipality and Lapland University of Applied Sciences
Keywords:
co-creation, tourism destination, education, destination experience, digital marketingAbstract
This paper introduces a co-creation process of developing destination experience and digital marketing involving a peripheral tourism destination and an educational organisation in Finnish Lapland. The case discusses the concrete steps of a practical process where students with teachers co-create value related to destination experience and digital marketing with the representatives of a tourism destination. This helps the destination to recognise and highlight the most relevant features of the local culture for its tourism target groups and invite also customers to the value co-creation process. The key issues are tight interdependence among the co-creative partners, openness and trust.
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