... to the third generation experience economy. Based on the empirical results, the RIF model (R: “Resources,” I: “Interactions,” F: “Feelings”) was created: this proposes that both the process of experience co-creation and optimal GT experiences are realized by providing participants with appropriate resources...

... of the service provider. Based on the empirical results, the attention-involve-make discover (AIM) model was created, which proposes that the process of value and experience co-creation happens by provoking attention, by engaging and involving and, finally, by making consumers to discover. Originality/value...