Co-creation Through Technology: Dimensions of Social Connectedness

With the increasing mobility and the emergence of social information and communication technologies, the tourist has turned into a connected consumer. In using the range of technologies available, tourists are now able to connect with their social circles to engage, share and co-create their tourist experiences online. While the significance of co-creation has been widely recognised, there is a major gap in understanding on what levels technology-facilitated co-creation can occur. This paper therefore aims to uncover the dimensions of social connectedness and develop a differentiated knowledge of how exactly tourists co-create through ICTs. The findings reveal six distinct dimensions that can be positioned on a social intensity continuum, ranging from disconnection to social co-living of the experience. In revealing social connectedness to everyday life and the home environment, this study highlights key implications for the existing theoretical understanding of tourist experience portrayed as a reversal from of the everyday life. Implications for further research and practice are discussed.