Chapter 17: Leveraging the Applications of Value Co-creation in Bleisure Travel: Insights from Select Case Studies and Pedagogical Approach

With regard to bleisure travel, a relatively emerging concept in tourism, referring to the phenomenon that business travellers extend their business trips by adding leisure activities, this chapter discusses the use of value co-creation in bleisure travel. The emphasis of value co-creation is on how it might be possible for the clients and service providers to enhance the traveller experience in its entirety. When people travel for work but seek a business trip leisure option, there is a growing desire for highly personal and specific solutions. In view of the dynamic new demands that are surfacing from the travellers, this chapter seeks to look at the ways in which the service providers can adopt value co-creation so as to provision services that reflect their business and or personal interest. This chapter focuses on the future of learning through case study and collaborative service design teaching methodology. Lastly, it employs the case of Marriott International and its ‘Travel Brilliantly’ campaign where use of correct procedures that can enhance traveller participation and customer loyalty has been described. Such insights stress the importance of engaging in value co-creation and adapting to the trends that comprise bleisure travel to provide outstanding, individualized travel experiences.