Purpose- In current hypercompetitive markets, ICTs redefine business processes as a whole (Zhang et al., 2011; Phang and Kankanhalli, 2008) and contribute to reshape overall service experience. For this reason, a series of service theories have been introduced in the last two decades to take into account the impact of technology on value co-creation (Ruokolainen and Kutvonen, 2012). In particular, Service Science (SS, Maglio and Spohrer, 2008) aims at conceptualizing smart service systems to explore the influence of technology on resources exchange and on innovation. However, until now little research observes ICTs active role in reshaping user’s co-creation experiences (Caridà et al 2014; Neuhofer et al., 2012). Methodology- Based on a case study methodology (Tellis, 1997; Yin, 1994; Feagin et al.1991), the study aims at reconceptualizing the main features of Salerno tourism sector considered as a smart service system. According to a holistic view, the results obtained can allow at pinpointing: 1) the main stakeholder groups (people-organization); 2) the kind of resources exchanged (shared information); 3) the tools employed (technology) for enabling value co-creation and innovation. Specifically, the results confirm the preeminence of technology in ICTs based co-creation strategies and tactics ranging from pre-delivery to post-sales. Originality/ value- The originality of the work lies in the application of a new holistic perspective to smart tourism systems conceptualization trying to detect ICTs influence on user’s knowledge and on service innovation in the long run, by observing the real value cocreation practices, until now relatively unexplored from a practical point of view (McCollKennedy et al., 2012), Practical implications- By revealing some ICTs tools fostering value co-creation in smart tourism systems, the work can aid managers to better elaborate strategies for: optimizing knowledge exchanges and information flows in the whole process of service provision; supervising and improving the emersion of co-creation in real time; increasing service effectiveness at each stage.
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