Value Co-creation and Dialogue between Stakeholders: Case Study in a Company that Provides Technology to Organizations in the Tourism and Hospitality Sector

The concept of value co-creation has gained strength in the business context as a mechanism to obtain a competitive advantage. Understanding how the elements of value co-creation are stimulated or developed in the company is a gap in the literature. This work aims to analyze how the elements present in the models of value co-creation and the approaches of dialogue between stakeholders are presented in a company that provides technology to companies in the tourism and hospitality sector. The work is based mainly on Seppa and Tanev (2011); Ranjan and Read (2016); Prahalad and Ramaswamy (2004); Vargo, Akaka, and Maglio (2008); Grissemann and Sauer (2012); Gronross (2006); Raja and Yazdanifard studies. It is characterized as an exploratory, qualitative research, and case study. It is concluded that the value co-creation is present so that products and services are kept up to date and for the company to remain in the market, based on a set of practices, such as collaboration, engagement, transparency, reciprocity, use of mutual resources, dialogue, interactivity and learning sharing among stakeholders. Such actions validate the value co-creation as a strategy for companies in the tourism and hospitality sector. Finally, understanding how the elements of co-creation emerge or are used in the company can create a path for action replication.