Rural tourism in Vietnam : Value co-creation possibilities within rural tourism

Background: Customers’ easy access to information and communications technology has increased the pressure for firms to deliver good experiences within tourism. This is due to that customers can now easily compare tourism services between different firms online. The quality of experiences is affected by good service delivery that can be improved by several actors within a service ecosystem. Furthermore, service delivery leads to value co-creation between all the actors that are involved. Purpose: The purpose of this study is to examine how firms can create good experiences via service ecosystems and how they can co-create value with local service providers. Methodology: The study follows a qualitative research approach. Findings are based on an embedded case study consisting of interviews, observation participation and information from secondary sources such as official documents and documents from the case firm. Findings: Travel firm scan create good experiences by having an organisational culture and structure that increases commitment within the organization and service ecosystem. This can be achieved by aligning organisational goals with the goals of the actors within the service ecosystem. Furthermore, experiences can be improved by technology since it allows for smoother communication within the ecosystem. Good experiences can lead to brand value, which can result in positive electronic word of mouth and more customers. More customers increase economic value within the service ecosystem, which can increase the standard of living for local service providers. In addition, service ecosystems can yield intangible value from social and environmental aspects