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La Organización Mundial del Turismo subrayó la importancia del turismo cultural y patrimonial, ya que conlleva y aglutina cultura, arte, creatividad y aprendizaje; además, esta forma de turismo favorece un desarrollo de comunidades que tenga en cuenta el valor de la cultura local. Esta investigación tiene como objetivo la identificación de los temas más importante y recurrentes en la literatura actual sobre esta forma de turismo. Este trabajo de índole teórico puede servir como base y sustento de futuras investigaciones empíricas, ya que ofrece una sistematización de la literatura para que resalten los asuntos relevantes y que describen el comportamiento de los turistas en ciudades, patrimonio de la cultura, es decir, autenticidad, identidad, destino turístico, motivación y comunidad. Se concluye sobre el impacto de un estudio bibliométrico en la base de datos Web of Science y a través de un co-word análisis con Bibliometrix que posibilito una mirada más profunda sobre turismo cultural y patrimonial y destacando los enlaces entre autenticidad, destino y motivaciones, identidad y comunidad; temas brindan la oportunidad para configurar nuevas estrategias en la oferta de experiencias turísticas.

This paper focuses on the conceptual ties between co-creation and tourism that can be found in the academic literature on tourism of the last 10 years with a two-fold purpose: to analyze the main conceptual themes that link co-creation and tourism, and to identify fruitful future research streams.A bibliometric analysis of the literature from 2008 to 2018 allowed for a systematic analysis of links between key constructs. Findings suggest that there are significant opportunities to further explore the connections between cocreation and tourism experience, considered as a multi-actor process based on engagement leading to innovation, and enabling new tourist experiences. Five perspectives on tourism experience emerged from the analysis: firminspired, technology-based, and cultural-based experience; customer satisfaction and participation, and innovation-based experience. These suggest several potential research streams as tourism experiences are recognized to be dynamically co-created through a participatory and engaging process by multiple actors using innovative and technology-based value propositions. Three conceptual pillars emerge from the theoretical analysis: co-creation, as the engine of the process; tourist experience, as the outcome of the co-creative process; and technology, as a key tool to co-create satisfactory tourist experiences.

In recent years, there has been a growing debate on the contributions to innovation contexts. This research aims to analyze the differences emerging from the conceptualization of contexts in the "innovation ecosystem" (IE) and its linkages to the innovation system (IS) and network concepts and depict the current research trends in innovation and their expected evolution. Our methodological choice is a bibliometric analysis as it allows us to review and focus on the theoretical proposals by the scholars in detail. The research process has been conducted through a co-word analysis on the authors' keywords as this approach is considered to be the most suitable to compare the dynamics of different research trends on a specific topic. The analysis was performed in two steps: the first based on all the research papers collected and the second based on a sub-dataset extrapolated from the main datasets on IS and innovation network (IN) literatures. The results demonstrate that both IS and IN research streams are, in some ways, connected with the IE perspective. The definitions and concepts used in the IS and IN literatures have been identified as replicated in the ecosystem approach even if specific insights have been generated.

Purpose The wider possibility of connectivity offers additional opportunities for customers to experience value propositions. The online world is only one side of the customer experience. The integration of digital technologies, social presence and physical elements increases the complexity of customer journey. This paper aims to map the phygital customer journey by focusing on millennials. Design/methodology/approach The study adopted a qualitative methodology to investigate 50 millennials from Italy. Millennials had to describe, in two phases, a journey they had recently made. First, they used sticky notes with no restrictions on expressing their feelings and structuring their CJ. Second, customers transferred the sticky notes’ contents, consider the information provided and map the journey with additional details using the Uxpressia software. Findings This paper frames the Millennials customer journey as a cycle of four moments: connect, explore, buy and use. Each moment enacts the customer experience as a mixture of emotional, behavioural and social responses. Online and offline interactions blur the boundaries between the physical and digital world (i.e. phygital): millennials move back-and-forth or jump from one action to another according to the evolving path of emotions and interactions. Originality/value The phygital customer journey provides an alternative understanding of customer journey occurring as a fuzzy process or loop. A phygital map develops as a circular path of moments seen as phenomenological microworlds of events, interactions, relationships and emotions.

High academic interest and numerous theoretical and practical studies on service systems and service ecosystems, paired with the accelerated evolution of the service (eco) system concept, have resulted in complex research in this field. Multiple perspectives from which service systems were studied added to this complexity and inadvertently produced conceptual confusion regarding service (eco) systems. This literature review addresses this confusion by focusing on the evolution of service systems to service ecosystems to consolidate and clarify the field. Therefore, this article's purpose is to systematise the extant research on service (eco) systems and indicate future research directions based on the analysis. Specifically, the article systematically reviews 770 publications on service (eco) systems from 2020 and earlier and identifies the main research topics (focusing on service [eco] systems’ constituent elements, inherent processes, and outcomes), theoretical perspectives, and bridging elements, and suggests future research based on the review results. The article concludes by providing a foundation for continued research emerging from the analysis, with emphasis on five aspects that may stimulate new avenues of research: service ecospheres, service ecosystem simplicity, failures of service ecosystems, paradox in service ecosystems, and panarchy and service ecosystems. CC BY 4.0Correspondence Danilo Brozović, School of Business, University of Skövde, Högskolevägen 8, SE-541 28 SKÖVDE, Sweden. Email: danilo.brozovic@his.se

Purpose – Oleotourism is becoming increasingly important as Special Interest Tourism (SIT), especially among researchers who seek to propose an individual tourist experience related to the Mediterranean and olive oil production. This paper examines the profile of visitors to olive farms and olive mills to determine their motives. Design – Purposive sampling was used as the method of data collection. Data were collected using a structured questionnaire during the mid-summer season and the post-summer season 2019 in Istria County (Croatia). Methodology – In total, 263 adequately completed questionnaires were used for data analysis. Approach – Twenty-five items of push and pull motivation are analysed with exploratory factor analysis (EFA), followed by cluster analysis on identified factor dimensions. Findings – After EFA the questionnaire consisted of twenty-two motivational items. Five factor dimensions are identified after EFA and labelled: (1) Socialising and experience, (2) Exterior farm features, (3) Relax with family, (4) Surroundings, and (5) Olive oil and recognition. Cluster analysis revealed 2 different clusters, labelled: Involved olive visitors as the dominant cluster and Inconsequential as the smaller set. Originality of the research – Market segmentation by motivation is key for understanding visitor behaviour in SIT such as oleotourism. This paper explores motivation through push and pull motives and provides a solid basis for further research as well as guidelines for tourism firms dealing with this flourishing business.

Purpose: The purpose of this article was to provide an outline of the citation practices of “Evolving to a new dominant logic for marketing” by Vargo and Lusch (2004) to identify and discuss the most prominent research topics in which citations were used and to suggest future research based on the results of the analysis. Design/methodology/approach: The authors used a comprehensive framework of citation practices based on iterations of previous literature to analyze the relevant literature, which they identified by accessing, systematically and rigorously, every available contribution matching a set of criteria. The authors then categorized these contributions and highlighted the main topics of research interest in each category. Findings: The findings identify some of the factors in the continuous development of SDL, the way this new marketing logic permeated the scientific debate, the infusion of Vargo and Lusch (2004) into several contributions framed in the new logic or justified through it, and a general perception of a default reference. Additionally, the findings highlight the main topics of research interest in each category. Research limitations/implications: The analysis enabled the detection of the original paper's influence through advances in service studies, pollination into other fields of research and continuous scientific debate. The authors have highlighted several avenues for research and proposed future research directions. Originality/value: This research analyzed the effects of the spread of the SDL cornerstone article and emphasized the advantage of using an in-depth approach to the analysis of studies through a framework applied to more than 4,600 studies. © 2021, Marco Tregua, Danilo Brozovic and Anna D'Auria. CC BY 4.0 Attribution 4.0 International© Marco Tregua, Danilo Brozovic and Anna D’Auria. Published by Emerald Publishing Limited. Thisarticle is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce,distribute, translate and create derivative works of this article (for both commercial and non-commercialpurposes), subject to full attribution to the original publication and authors. The full terms of this licencemay be seen at http://creativecommons.org/licences/by/4.0/legalcodeCorrespondence Address: Brozovic, D.; School of Business, Sweden; email: danilo.brozovic@his.seArticle publication date: 23 March 2021.Issue publication date: 15 June 2021.

The aim of this paper is to chart the value creation process of firms excelling in sustainability. To accomplish this goal, we devise an analytical framework based on a review of the literature combining value creation in service-dominant logic (SDL) and sustainability. We then use the framework to analyze the practices of 100 firms excelling in sustainability, so as to offer a contribution in the form of a combination of insights from practice and theoretical analysis portraying the service ecosystem incorporating sustainability. The double-step analysis highlighted the relevance of a multi-actor perspective as a driver for the incorporation of sustainability in the value creation process, as well as the relevance of actors&rsquo, participation in firms&rsquo, processes, such as in resource integration and in line with the aim of sustainable service provision. The results advance the understanding of the elements of SDL as well as how the interplay among them occurs from a sustainability-based perspective.

The recent trends in the tourism industry, as well as the attention paid by scholars, practitioners, and institutions, show the relevance of natural tourism as a lever for local development (United Nations World Tourism Organization -UNWTO-, 2005). In this scenario, the business of oleotourism, namely, a form of domestic tourism based on activities related to olive oil production, its tasting, and some connected rural experiences such as harvesting, is continuously&mdash, albeit slowly&mdash, growing in Europe and especially in the Mediterranean area. Scholars agree that oleotourism plays a key role for multiple reasons, due to its relations to local territories, firms, resources, and other forms of tourism, also favoring sustainable development. Due to the interplay with the local context, the authors plan to combine and compare the evidence from three Mediterranean countries offering examples of tourism initiatives based on olive oil, namely, Spain, Italy, and Croatia. The similarities and differences emerging from the comparison will expand the understanding of this phenomenon and lead to the highlighting of key features and choices in favoring its development in the coming years. Therefore, this research, through the analysis of both theoretical and practical evidences and data from the local contexts, aims to identify additional knowledge for scholars, managers, and policy-makers. The results of the analysis allow the authors to conclude that, although each of the three countries is in a different stage of development, they all have elements that seem to be common to this type of tourism. Finally, it is concluded that oleotourism can be characterized as a form of sustainable tourism, given the preservation of local customs and landscapes, the participation of the resident community, or the development of quality and food safety labels.