Abstract
One of the most unique features associated with hospitality and tourism settings is the co-creation of service experiences. The outcomes of these interactive and sometimes highly personal experiences are based on the efforts of service providers to understand, and then meet and exceed their customers’ needs and wants. Over time, the most successful hospitality and tourism firms learn from their efforts, and adapt and evolve as the competitive conditions dictate.
Unfortunately, as many of us do not get off campus as much as we would like, we only possess a general idea about how these efforts and processes actually unfold over time. As such, we rely on reviews of the extant research literature (which in many cases are similarly uninformed) as the primary basis for justifying our agendas—not a particular compelling basis for inquiry.
To mitigate this concern, I would like to reinforce the use of this co-creation lens as a guide for improving our scholarship and the relevance of our collective efforts. Taking more frequent and purposeful efforts to engage with the industry—and each other—will provide a much more informed and grounded context for determining what is important, and, as such, our collective body of knowledge will become more accurate and provide insights that are more prescriptive and actionable. In addition, working closely with others can stimulate creativity and motivation, which are critical for generating research that moves the dial a bit more than our typical efforts. Finally, and perhaps most importantly, it is a lot of fun collaborating with people who share a passion for hospitality and tourism! I have thoroughly enjoyed and benefited greatly from my work with others who share a passion for service, and I look forward to extending my collaborations—and service to others—in the future.