International Journal of Business and Economics Volume 16, No. 3 December, 2017

Co-creation a Vacation Package Tour: Here Comes the New Chinese Travelers' Wish List!

Le (Mandy) Zhang

Yanching Institute of Technology, China

Po-Ju Chen

University of Central Florida, U.S.A.

Abstract

Three friends, who are experienced travelers, planned a custom-tailored vacation package for themselves and three other friends. Due to insufficient resources and inaccurate travel information, tensions rose. Despite the challenges, the friends agreed to explore a vacation based on the emerging trend associated with the Chinese travel market. However, the results were not as they expected. This calls for specialized agents, travel consultants, or individual travel planners to meet the emerging needs of experienced travelers in China. What should the industry do to work with this new segment of the market, in order to co-create value for both parties?

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