Cooking Class Travel in Thailand: An Investigation of Value Co-Creation Experiences

Jianwei Qian, Pearl Lin, Jiewen Wei, Ting Liu and Krittinee Nuttavuthisit

SAGE Open, 2023, vol. 13, issue 2, 21582440231176994

Abstract: Cooking class travel (CCT) is a special form of food economy that is emerging worldwide, especially in Southeast Asian countries, such as Thailand. CCT is a touristic activity with strong value co-creation characteristics, but it is scarcely investigated on how tourists and hosts can work together to co-create the experience and value in CCT. Thus, based on value co-creation theory, this study adopts a rigorous content analysis approach to inspect the value co-creation mechanism of CCT in Thailand. Results reveal a value co-creation framework for CCT—from resources to practices to the final outcomes—offering academia and practitioners an in-depth insight into this fast-developing type of tourism economy and extending value co-creation theory to a new research area.

Keywords: cooking class travel; value co-creation; travel experience; food economy; culinary tourism (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:13:y:2023:i:2:p:21582440231176994

DOI: 10.1177/21582440231176994

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