An exploratory study of the perception of co-creation experience in the tourism industry: A case study in Danang city, Vietnam
Pham Thi Lan Huong, Bao Quoc Truong-Dinh/ MICA 2018 Proceedings
International Conference on Marketing in the Connected Age (MICA-2018), October 6th, 2018
Danang City, Vietnam
An Exploratory Study of the Perception of Co-creation
Experience in the Tourism Industry: A Case Study in Danang
City, Vietnam
Pham Thi Lan Huonga*, Bao Quoc Truong-Dinha
aFaculty of Marketing, University of Economics, The University of Danang, Vietnam
A B S T R A C T
This study examines the perception of co-creation tourism experience from a tourism expert perspective in
Danang city. Reviewing literature and applying in-depth interview with tourism experts who hold the
management level in tourism organization of both government and business level are used to explore the
perception of current tourism co-creation experience and the evaluation of the potential for development of
co-creation tourism in the city. Findings suggest that tourism managements had perceived the co-creation
tourism experience, however; the city’s investigation into the development of co-creation products is still
spontaneous and straightforward. The potential tourism products of the city developed from the advantage of
natural resources such as sea, river, and mountain, which currently stressed on sea tourism only. Natural
resources and location of Danang create the most robust capacity to develop co-creation tourism experiences.
The results also reveal the lack in both development strategy and management from tourism destination
management to co-creation tourism experiences of Danang city. The study also provides some future
suggestion for Danang city tourism management.
Keywords: co-creation; tourism experience; exploratory research; Danang city; perception
1. Introduction
Recent studies on tourism experiences stress the role of tourists as co-creators of their own experience
(Prebensen, Vittersø, & Dahl, 2013) and that tourism organizations and destinations need to deliver memorable
experiences (Neuhofer, Buhalis, & Ladkin, 2013). These trends are leading businesses (Ramaswamy & Gouillart,
consumption of experiences. Experiences are considered desirable due to their contribution to the meaning of
individuals' lives (Pine, Pine, & Gilmore, 1999) as they connect the affective, cognitive, and behavioral
The idea of co-creation experience tourism requires the corporation between the service provider and receiver
to delivery a co-creation tourism products however it is not easy to build a system supporting for this. Business
and destination management should understand the meaning and benefits of co-creation experience in tourism
strategy in both company and country level. Danang city is well-known as tourism city of Vietnam thus the city
is expected to create a healthy tourism industry that concentrates on co-creation tourism experience. However, to
achieve this goal, the city's business and management in tourism should perceive and understand about current
* Corresponding author. E-mail address: phamthilanhuong@due.edu.vn
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and potential tourism of Danang before thinking about how to develop. Thus, we raise a question on how does
tourist organization/destination business and management in Danang city recognize the co-creation tourism
products, and their evaluation of current co-creation tourism experience in the city?
This study aims to investigate the perception and evaluation of tourism practices creating co-creation
experiences of Danang city. The study begins with the brief of literature related with co-creation experience in
tourism. The research method was discussed and the findings were provided later. Conclusions and implications
also were reported in this paper.
2. Literature Review
Tourism co-creation experience
The theoretical and empirical studies of co-creation in the context of tourism have increasingly examined in
recent years. The previous studies in the tourism literature concentrated to co-creation in both theoretical (Scott
et al., 2009) and applied perspective (Bertella, 2014; Mathisen, 2013). The scope varies from specific tourism
experiences contexts (Bertella, 2014) to wide industry or destinations analyses (Eraqi, 2010). Co-creation in
tourism studies has been used to explain the changes in tourism supply chain (Räikkönen & Honkanen, 2013),
analyses destination experience (Zouni & Kouremenos, 2008), customer satisfaction with destination, memorable
Co-creation theory (Prahalad & Ramaswamy, 2004) emphasized the active role of customers in creating co-
creation experience. Notably, the consumer is an active participant rather than a passive recipient (Morgan,
2006). In the tourism context, the visitor play as a co-creator of the experience in a creative space (Morgan,
2007). The experiences were created through the interaction between visitors, organizers, performers, and local
businesses. Tourism co-creation was defined as a relationship between producer and consumer (Azevedo, 2009,
p. 6), or the contribution of consumers in the design of the experience in order to create value for themselves
(Haahti, 2006, p. 11). Developing from experience economy literature, co-creation of experience by visitors
came from the co-production, personalization, and engagement with tourism destination or providers
(Minkiewicz, Evans, & Bridson, 2014). Developing from psychology-based, Campos, Mendes, Valle, and Scott
(2018) proposed the definition of co-creation tourism experience: “a co-creation tourism experience is the sum of
the psychological events a tourist goes through when contributing actively through physical and/or mental
participation in activities and interacting with other subjects in the experience environment.” Campos’s definition
draws a relationship between tourist participation, interaction and interaction to create overall tourism
experiences. Campos et al. (2018) suggested the effect of experiencescape (e.g., physical, social and
organizational) on co-creation tourism experiences can lead to creating experience memorability of tourist. Thus,
co-creation is not just come from the tourist side only; it has been the corporation between tourist provider,
consumer, and the most important is tourism environment that can build from both tourist organization and
destination management.
Previous studies in tourism co-creation can divide into two main perspectives. The first is tourism supplier
perspective that includes tourism business organization and destinations. In tourism destination and organization
points of view, they share the vision of co-creation as a business orientation and strategy towards
competitiveness to be dealt with management and marketing principles and thinking (Campos et al., 2018). In
both, the concern includes mechanisms, processes, and systems of engaging tourists in co-creation (Ciasullo &
Carrubbo, 2011; Jauhari & Bharwani, 2017) so that they can live a memorable consumption experience (Jauhari
& Bharwani, 2017). With this thinking, co-creation can be thought of as occurring before, during and after the
travel (Neuhofer et al., 2013) and its affected by the mobilization of all organization’s or destination’s networks
and processes to encourage tourist participation and interaction to generate the total value and well-being
(Ciasullo & Carrubbo, 2011; Eraqi, 2010). However, tourists need to uses their resources (i.e., knowledge, time,
and creativity) in contextual, personalized, and interactive experiences to gain value of co-creation.
As a business orientation, co-creation involves willing to participate in the design, production, and
consumption of experience with tourism provider (Eraqi, 2010; Zouni & Kouremenos, 2008) or to collaborate
with the tourism provide in creating new products or services (Santos-Vij & Rodriguez, 2013). To apply the co-
creation tourism mindset, the management operation is required changes to management and staff behaviors and
competencies (Haahti, 2006; Lugosi & Walls, 2013). For example, the frontline staff is essential to facilitate co-
creation activities due to their interaction with the customer. However, internal marketing activities are needed to
help foster their willing to co-creation and build a co-creation culture in the company that encourages their
The second perspective is the consumer or tourist perspective. In the relationship between producers (tourism
organization and destination) and consumers (tourists), consumers are described as co-creators of value (Li &
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Petrick, 2008) through their engage in design, produce, and consume the products or services (Zouni &
Kouremenos, 2008) in their consumption experiences. In another word, the tourist perspective analyses the co-
creation in tourist sphere, encompassing the psychology and behavior involved in experiences, before, during and
3. Research Method
Research setting
This research was conducted at Danang city, a tourism city in the middle of Vietnam; the city was given the
title “the best city for living” in Vietnam. Danang city was known as an attractive destination for both
international and domestic tourists in the country, with famous and beautiful beaches, abundant natural resource
(i.e., river, mountain, sea), well-developed tourism infrastructure, and stable social and political environment
(Wang, Tran, & Tran, 2017). Danang has developed a diversity of tourism products including sea tourism, river
tourism, cultural tourism, ecotourism, business tourism, and travel to visit relatives. Moreover, Danang provides
different types of services with various products with the aim of meeting the diverse needs of tourists, such as
excursion services, food service, accommodation services, shopping service, and services for leisure and
entertainment. In addition to that, after successful host for APEC 2017, Danang rise as a right place for MICE
tourism in Vietnam.
Data collection
Qualitative interviews are a data collection tool adequate to qualitative research design (Finn, Walton, &
Elliott-White, 2000; Jennings, 2005). This method is based on the assumption that human subjects (respondents)
can account for their own experience and meanings, shape situations and events, and are not mere passive
Qualitative interviews are considered suitable for developing knowledge, understanding, and learning because
they use an exploratory approach to find the phenomena (Jennings, 2005). The information gained from the
interview process of respondents is valuable information for the development of a subsequent quantitative data
In this study, the primary data were obtained from semi-structured questionnaire through in-depth interviews
conducted to how tourism experts (the person who hold the management position in tourism-related
organizations and companies) expressed and reflected their thinking, perceptions, and thoughts about the co-
creation tourism experiences in the tourism strategy of Danang city.
The sampling procedure adopted the snowball sampling method, which is relevant to the research objectives
or who is expertise about the research topic (Jennings, 2005; Ritchie, Lewis, Nicholls, & Ormston, 2013). With
the snowball sampling, the previous respondents were asked to introduce another one that they think suitable for
the research topic. Because this research targeted the experts, who have extensive knowledge and experience in
running the tourism business or state management.
In this case, there are ten respondents involving in this research reflect the diversity in many aspects of
tourism (e.g., travel agent, hospitality, restaurants, state and non-state management level, and professional
association). Respondents were chosen to represent a mix of gender, age, and working areas. As seen in Table 1,
respondents were approximately equal numbers of male and female (six male and four female) and from 31 to 63
years old who has a management position. Name of respondents was changed to the Latin alphabet for a private
purpose.
The interview was conducted between December 10 and December 20, 2017 (Raining Season) at
respondents’ office. This time is suitable for an interview with the managers of the tourism companies due to the
lower visiting rate period; the respondents have more time to spend on the interview process.
Respondents’ profile
Table 1. The respondent information
Respondents
Gender
Age
Genre
Travel Agency, Hospitality,
Restaurant
Position
Vice President
A
Male
51
Travel Agency, Hospitality,
Restaurant
Hospitality (five-star beach
resort)
B
C
Male
Male
41
64
Vice President
CEO
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Hospitality (three-star hotel in
the central city)
Destination Management
(state level)
D
E
Male
61
44
CEO
Female
Vice President
Tourism Association,
Destination Management
(non-state level)
F
Male
59
Chair
Destination Management
(state level)
Destination Management
(state level)
G
H
Female
Female
35
35
Department Head
Vice Director
Hospitality (five-star hotel in
the central city), Tourism
Association
Tourism, Training, Tourism
Association
I
Female
Male
51
45
CEO
CEO
J
Interview process
The interviewing process followed the Jennings (2005) guidelines to qualitative interviewing. Preparation for
the interviews involved several procedures and decisions. Firstly, the researchers directly contacted respondents
and arranged the time for the meeting. Secondly, the researchers informed about the purpose of the study and
asked for recording all the discussion before the interviewing process begin. During the interviews, researchers
applied active, interpretive, and process listening, as recommended by Jennings (2005). All the interviewing was
recorded, all communication materials were composed of transcriptions of oral communication, and some notes
were taken regarding paralinguistic communication captured during recording (voice pitch, volume, pauses,
laughter). The duration of the conversations, ranging from 45 to 80 minutes, depending on the responses from
the participants, was found sufficient to allow all relevant information to emerge and achieve data saturation.
Interviews were in Vietnamese, and the main questions were showed in table 2.
Table 2. Themes, Questions, and Focus used in the interviews
Theme
Questions
Focus
- understanding of
respondents about co-
creation in tourism
experiences
- list current tourism
products in Danang city
that contains co-creation
experiences
How does tourist organization/destination recognize
the co-creation tourism products?
(1)What is the tourism products of Danang city? Which
one is the most interesting and attracting with a tourist?
(2)How do you understand bout tourist experiences?
Give some example of the experiences that tourist can
get in Danang city. (3)Which one are memorable
experiences?
Perception about
current co-creation
tourism experience
(4) Do Danang have co-creation tourism products? Do it
create memorable experiences?
(5) What are programs or products in both state level
and company level allowing tourist to engage with
tourism providers to develop memorable experiences in
co-creation value chain?
Evaluation of Danang city
tourism products that
concentrated on building
co-creation experiences
How you evaluate the current tourism products of
Danang city creating co-creation experiences?
(1) Which experiences you think is the most memorable
with tourist in Danang?
Evaluating the
potential of co-
creation tourism
experience
Which products in your company create a co-creation
tourism experiences (for business respondents)
(2) Which actions or strategies you create to promote the
co-creation tourism experiences for Danang city? (for
authority respondents)
(3) Do you think the government care and support local
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business to provide the co-creation tourism products for
tourist in Danang city?
(4) What is a government strategy to promote the
development of co-creation tourism in tourist providers
in Danang city?
3. Findings and discussions
In this section, the results confirmed the questions that stated at the beginning of the study. The perception of
strong tourism products of Danang city concentrating in co-creation experience showed the majority supporting
for sea and the combination of sea, mountain, and river in eco-tourism. The advantage and drawback of each
tourism products were revealed via analyzing the respondents’ data.
3.1. Perception about tourism practices that is potential to develop co-creation experience in Danang city
Researchers scan more than 50 pages of text data to count the keywords and build the central themes of the
results. There are five central themes were revealed, and the findings were presented follow these themes.
Table 3. Summary keywords related to tourism product in Danang city
Themes
Keywords
Sea and related to the sea (e.g., sand, seafood, beach)
Leisure
Sea sport activities
Diving
Seacoast
The combination of sea, mountain, a river in ecotourism
Seafood
River
Mountain
Near Hue and Hoi An
Good transportation
Well infrastructure
Diversity tourism places
Value
Local culture
Heritage
History/ historical monument
Pagoda/church
Great location for tourism experience
Cultural and spiritual tourism
Living style
Cham/ Cham culture
Museum
High-quality infrastructure
Good service quality
Han River
MICE tourism
River tourism
Co-Co river
Waterway transportation
The combination of sea, mountain, river in ecotourism - current the most developed product
As a tourism and hospitality city, Danang has potential to develop ecotourism because the advantaged of
natural condition that includes sea, mountain, and river in the city. Currently, the city investigates more in sea
tourism. However, the river and mountain also show their potential.
According to the data analysis, all respondents mentioned the sea as a most robust tourism product of Da
Nang city, with the word “sea” repeatedly appears in text data. G (female, 35 years, destination management)
mentioned sea as the strength of Danang tourism
“... on marine tourism products can be said is not only characteristic of Da Nang tourism. However, tourism
products related to sea receive large investment from local businesses. I think Da Nang has a beautiful sea,
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compared with other places. I think the sea is a unique product and attractive to visitors when coming to Da
Nang.”
Continuing with this line, other respondents also expressed their support about considering “sea” as the most
potent product of Danang tourism industry.
I (female, 51 years old, CEO of the five-star hotel) also expressed her opinion that “Especially we have the
sea. Everyone that talks to Danang are like going to the sea only. However, to stand on the concept of her, to save
the guests back to the only sea, the people come and return so many times because they like the sea. They come
back not because Ba Na, they turn Not because of delicious food or not because of Ba Na Hill or Linh Ung
Pagoda or something else that just because of the only sea.”
In our data, the other products that develop base on “sea” were mentioned. The respondents also highlight that
the ecosystem related to the sea is also an important point of Danang tourism. J (male, 45 years old, CEO of
travel agency) addressed “the most prominent of Danang’s sea is the marine ecology and infrastructure relating
with beach, i.e., coast, beach resort. Also, C (male, 64 years old, CEO of five-star beach resort) said that “the sea
of Da Nang has a particular attraction regarding peaceful, beautiful beach, great sand, clean, more specifically
management marine environment of the Da Nang government. A (male, 51 years old, Vice President of travel
agency) thinks it will be a mistake if we do not count seafood as a feature tourism advantage of Danang
comparing with other destinations. With the natural advantage and the developed fisheries, Danang city has
potential to build tourism products based on the “gift from the sea” (D, male, 61 years old, central-city hotel
CEO).
Beside beach, some respondents addressed the most durable products of Danang tourism is the combination of
diversity products related with leisure, activities, visiting, food and festival (B, 41 years old, Vice-President
Tourism agency). This diversity came from the “great position” of Danang that located in the middle of Vietnam
World Heritage and had an international airport. He also added, “the tourist highly recognize Danang city is the
unique combination of sea, mountain, and river, all perfectly natural condition combine in one place, that maker
this city is unique.” After the interviewing analyze, the data showed that the majority of respondents considered
“sea” as the primary product of Danang tourism. Also, another products and activities related to the sea also an
advance (i.e., sea leisure, festivals, beach resorts, and so on). Due to the unique natural resources containing sea,
river, and mountain in one place, Danang has the advantage to combine these resources to develop diversified
tourism products. This the main reason allowing the city creates multiple tourism products, such as leisure,
discovering nature, experiencing the culture, playing activities and so on.
Great location for tourism experience
As a transportation hub for central Vietnam, DaNang located near several UNESCO World Heritage Sites,
including the Imperial City of Hue, the Old Town of Hoi An, and the My Son (former Champa kingdom capital
and religious central) ruins much of its tourist activity. Tourist come to Danang not only want to visit this city but
also want to visit other tourism places then this city becomes a center of “The Road of Heritage Sites in Central
Vietnam.” The road links World Heritage Sites in the Middle of Vietnam, namely: Phong Nha-Ke Bang National
Park (Quang Binh province), the ancient capital of Hue, ancient trade port city (old town) of Hoi An (Quang
Nam province) and My Son Champa ancient capital.
Cultural and spiritual tourism
Receiving the benefit from its location, Danang city also contains the diversity and fascinating culture. C
(male, 64 years old, five-star beach resort) emphasized that “… Besides the value of natural resources, Danang is
the place of two rich cultural flows. The first flow came from the North affecting Chinese culture, and the West
flow contained an Indian cultural value. Danang city naturally has Champa cultural that dominated the central of
Vietnam in the past. Danang has a mixed and diversified culture that can be good for attracting tourists who want
to find about culture and local history”. In addition to that in the North of the city has Katu people – a minority
community of local ethnic people with specific cultural and living condition can be great for developing the
combination between cultural and natural discovery (B, 41 years old, Vice-President Tourism agency). It is
noticed that Danang city is a small city but a center for transportation, that why tourist usually came to Danang
before going to other tourist places. J (male, 45 years old, tourism agency) argued that the tourist might not
recognize the difference in borderline among tourism sides in several cities in the middle of Vietnam near
Danang.
River tourism
Danang’s river systems are potential to become tourism products. The most famous river in Danang is Han
River located in the central of the city. The river divided the city into two parts that create the advantaged in
developing a landscape both side of the river. It is noticed that one of the characteristics of Danang city is “the
city of bridges” because of the original of these bridge’s architectures. For example, the Dragon Bridge attracted
many visitors come to see and enjoy the ejection of fire and water from the dragon’s head - the unique activity of
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this bridge in the weekend. The river is also a host and stage for the performances in International Firework
Festival celebrated every year.
J (male, 41, CEO of tourism agency) thought the city is still lack in the number of tourism activates on the
river. He suggested that the authority need to allow more develop tourism activates instead of just allowing some
floating restaurant and tourism boat are exploiting the river. In addition to, the walking stress along two sides of
the river demanded more activities to gain the attraction from tourists (G, female, 35 years old, state management
for tourism).
MICE tourism
“Danang was chosen to host APEC 2017 is the strongest evidence to confirm for the MICE tourism of the
city” said by G (female, 35 years old, state management). Danang has many five-star hotel and resort that can
offer extensive accommodation including indoor and outdoor venues with world-class service. For example, the
infrastructure was built to serve for an APEC meeting will be used to developing MICE tourism in the city. J
(male, 41, CEO of tourism agency) believed that Danang city has enough condition to host world-class level
meeting or conference. The success of the celebration of APEC proved the capacity and the forte to host events
and festivals. The evidence is the city was named as the city of exhibitions and events in Travel World Magazine
in both 2015 and 2016 (C, male, 64 years old, CEO five-star beach resort). In addition to, with the good position
that is near other tourist attractions, Danang can develop MICE and connect with other types of tourism to
support for the diversity of the city tourism products.
3.2. Evaluation tourism products creating co-creation experiences in Danang city
The majority of respondents knows and understand about co-creation tourism creating experiences that require
the participation of tourists in the service delivery process. The respondents showed their perception of co-
creation tourism products in Danang city. J (male, 45, CEO tourism agency) said “… we have a beautiful beach
and a fisherman village; we can develop a co-creation tourism, I guess, for example, tourist can go to the sea in
basket or ship with fisherman, try to use fishing-net…” Also, tourist can learn how to make a dish with seafood
and local vegetables. E (female, 44 years old, destination management) mentioned about some events celebrating
recent years, namely International Marathon completion, Triathlon (Ironman 70), Asia Golf tourism convention
2017 that attracted the tourist to participate and gain experiences. In the business level, several co-creation
experience activations like mountaineering in Marable Mountain, tracking Bach Ma National Park and Son Tra
Mountain received the positive signs in tourism development. C (male, 64 years old, five-star beach resort) gave
an example of how his company creates a memorable tourism experience through co-creation activities of tourist.
He proved in this resort has a garden that tourist can grow their tree or plant and give the name for it. This plant
is the local or protected pants in Vietnam that were encouraged to cultivate for protection and environment. He
optimized that guested like this activity and will return in the future to watch their plant growing.
However, the respondents agreed that the development of co-creation tourism products in Danang city is
spontaneous, occasional, small, undiversified and disconnected. Although several co-creation tourism already
had in the city, it is just an effort of an individual business or single activities from the destination management. J
(male, 41, CEO of tourism agency) thought in the city level (destination management) co-creation tourisms
happened in significant events (e.g., color me run, international marathon or street musical festival), thus they are
not able to celebrate more or in another activity, then it leads to the interrupt in co-creation tourism activities of
the city. The respondents showed their concern about the big event might attract the massive people at the time,
however, do not keep they visit at other time of the year. In the business level, co-creation may occasionally
happen in a big organization (e.g., five-star resort/hotel) for their guest only, activities that encourage the
engagement of community is not favorite in Danang tourism product (Chi, female, 51 years old, CEO of the five-
star hotel).
About the size and frequency of co-creation tourism activities, the respondents also mentioned that the co-
creation tourism products of Danang city are small and simple in both ideas and size, comparing with Hoi An
[the old town - the most tourist attraction place in middle of Vietnam], We [Danang] still have a far distance
(Lan, female, 35 years old, state tourism management). The tourism activities without the support and
management of authority will be spontaneous and less professional. Agreeing with the destination management
organization (DMO) need to take a role to establish, support and manage the development of co-creation tourism
activities. J (male, 41, CEO of tourism agency) believed that DMO might know the form of co-creation however,
not recognize its essential role in creating a co-creation tourism products entirely. He added, “DMO need to have
real research about co-creation tourism and provide a strategy, policy and a professional team to lead this
transformation.” The co-creation tourism required the change in the mindset of tourism management about the
role of customers in the service delivery process, the role of the business organization in running the service and
the role of DMO in managed and supported the co-creation tourism delivery.
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The final drawback of co-creation tourism in Danang city was mentioned in the data is about the lack of
community orientation of co-creation tourism products. The co-creation tourism is not just tourist viewing the
history and culture in the beautiful museum (e.g., Champa Museum), it requires the real experiences that gain
from engagement with the life, activities of local culture. C (male, 64 years old, five-star beach resort) suggested
that the city authority not be only investigated to build a beautiful museum, hotel, resort, the tourist do not just
look at these things, they look the aboriginal of sea, the peaceful and skilled of fisherman in Tho Quang fishing
village, making a personal handicraft from baked clay in Hon Lan, etc.
4. Conclusions and implications
This study has contributed to the research and practice of tourism by studying perception and evaluation of co-
creation tourism experience of Danang city. The results were achieved by conducting a literature review of the
relevant theories and researches related to co-creation tourism and customer experience. Based on this, several
tourism products was revealed as strong and potential to develop co-creation tourism including sea, mountain,
and river tourism play as main areas. The evaluation of co-creation tourism practice in Danang reveals that this
type is still new and in the beginning stage of the development cycle. The development of co-creation tourism
requires the changing in the thinking of both destination management organization and tourism business.
Table 4. Evaluation of current co-creation tourism experiences in Danang city and future suggestions
Some example of Co-creation experience
tourism products
Current evaluation
Some suggestions in the
future
Sea tourism
Activities on the beach and under the sea,
such as diving, rowing, water-skiing,
sailing, fishing, canoeing
Already had, however, happen Need to update to daily
occasionally in small size
activities and give for business
to invest and run
Mountain tourism
Tracking in Bach Ma National Park or Son
Tra Mountain
Individual and freelance
hosted a tour only
Authority should have a
guideline for this types of
activities.
Mountaineering in Marble Mountain
Recent years, attract tourists
and local people, however,
marketing activities and the
size still small
Need to promote and connect
with visiting Marable Mountain
in a tour.
Camping in mountains
Wildlife viewing tourism (e.g., restricted
animals like birds, )
Don’t have in tourism area
and activities are personal
without management
Potentially and need to invest in
infrastructure to support a group
of tourist, diversity activities
connect with protecting the
environment
River tourism
Riverboat tour only in a part of Han River
(e.g., viewing the landscape, eating on the
boat)
Fewer activities on the boat,
simple viewing tour, less
attractive with tourists
Develop river tourism that uses
the boat as main transportation
method to tourism places. For
example:
Connecting with another river in the system, Not yet develop
using the boat as transportation and develop
the tourist places along both sides of the
+ Han-Co Co River tour visiting
local handicraft villages,
Marable Mountain, “Quan The
Am” pagoda, K20 cultural
village
+ Cu De – Truong Dinh River
tour visiting Nam O culture
area: Historical well, fish sauce
river. The historical places, traditional
handicraft villages, local food villages and
another tourism place near the river can be
connected to develop new ways of visiting.
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village, Temple of Lady Bo Bo,
Tomb ò Tien Hien
+ Han – Tuy Loan River tour
visiting Cam Ne Sedge village,
Tuy Loan Temple
For tourism practices, our study offers some suggestions for local tourism provider; Table 4 showed some
examples of areas that the respondents and researchers suggested the development of co-creation tourism
experience products. There are some limitations associated with this study. The qualitative interview has its
limitations. The interpretation depends considerably on a researcher’s skills and background. Therefore, there is
no one truth or right result. Another limitation is that the study was conducted by researching only tourist experts
who keep a management position in tourism organization both business level and authority level. As it was
mentioned in the literature review, the tourist perspective of co-creation tourism should be studied in order to
confirm that the perception and evaluation about co-creation tourism experiences in Danang city are the same
with expert’s perspective. It would be a benefit for local tourism in making the strategy that meets the
expectation from all dimensions. Future research may use a quantitative method to re-examine in the large
sample to confirm this study’s results.
References
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