Almeida, SofiaCampos, Ana Cláudia2021-02-042021-02-042020Almeida, S., & Campos, A.C. (2020). Leveraging customer value through co-creative experiences: a look into hotel businesses. Journal of Tourism & Development (RT&D), 33, 137-150. https://dialnet.unirioja.es/servlet/articulo?codigo=7444393. e-ISSN: 2182-14531645-9261http://hdl.handle.net/10451/46176The co-creation paradigm advocates businesses to focus on customers' skills and resources in order to create value. The co-creative experience emerges in this context as an opportunity for the customer to actively participate in the creation of personalized value. Customer co-creation is addressed in this study through the analysis of the propositions of co-creative experiences facilitated by three hotels operating in Portugal. Results from this research bring insights that help similar businesses to strengthen their orientation towards co-creation.O paradigma da co-criação propõe que as empresas reconheçam as capacidades e recursos dos clientes como fonte de criação de valor. A experiência co-criativa surge, neste contexto, como uma oportunidade de o cliente participar activamente na criação personalizada de valor. A co-criação por parte do cliente é, no presente estudo, analisada mediante as propostas de experiências co-criativas apresentadas por três hotéis portugueses. Espera-se que os resultados desta investigação possam auxiliar negócios similares a estimular a sua orientação para este emergente modelo de negócio.engCo-creationCo-creative experienceActive participationHotelsjournal article2182-1453