Co-creating value in ecotourism experiences (tour guides, craft makers and tourists in Dunga Beach, Kisumu City)

This study explores how a tourist co-creates experiences in various situations and with various people during visitation. Tourist experiences are explored in social (service provider and other consumers) and physical encounters (‘servicescape’). The study reveals examples of co-creation strategies and the subsequent effects on tourist evaluations. The work provides experiences of a number of tourists on vacation to Dunga Beach. The researcher conducted a test tours, ordinary tour visits and engaged the participants in interviews after the experience activities to gauge their evaluation of the experiences. Systems dynamics is used to identify gaps in tourism satisfaction and appropriate interventions based on the tourists’ feedback. The study proposes co-creation strategies that can be used improve tourists’ experiences on visit to a particular destination.