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What is Commoditization

Handbook of Research on Strategic Alliances and Value Co-Creation in the Service Industry
The process by which a distinguished tourist destination ends up becoming a common place to visit. It affects most of tourism elements such as culture, environment, and its locals, making the tourism products inauthentic.
Published in Chapter:
Balancing Value Co-Creation: Culture, Ecology, and Human Resources in Tourism Industry
Jesus Alcoba (Centro Superior de Estudios Universitarios La Salle, Spain), Susan Tumolva Mostajo (De La Salle University – Dasmariñas, Philippines), Romano Angelico Trinidad Ebron (De La Salle University – Dasmariñas, Philippines), and Rowell Paras (De La Salle University – Dasmariñas, Philippines)
DOI: 10.4018/978-1-5225-2084-9.ch014
Co-creation of services in tourism industry is accorded in this work as a shared-responsibility by the service providers, local communities, and tourists who interact and collaborate to co-produce improved service offerings for a valuable experience. The process of creating improved services involves a state of harmony and balance within and among the tourism elements such as ecology, culture, and human resources for the protection, preservation, and sustainability of the tourism environment. People attach notable value to experiences, and tourism is one of the greatest sources of life experiences. From this perspective, the authors, through systematic literature review, attempted to align the emerging concept of creating value in service ecosystem to tourism for a more meaningful touristic experience.
Full Text Chapter Download: US $37.50 Add to Cart
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Beyond Tourismphobia: Conceptualizing a New Framework to Analyze Attitudes Towards Tourism
Process by which something or someone is converted into a commodity, into an object available in a market.
Full Text Chapter Download: US $37.50 Add to Cart
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