{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,30]],"date-time":"2026-04-30T17:58:38Z","timestamp":1777571918754,"version":"3.51.4"},"reference-count":53,"publisher":"Emerald","issue":"1","license":[{"start":{"date-parts":[[2025,1,17]],"date-time":"2025-01-17T00:00:00Z","timestamp":1737072000000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["TR"],"published-print":{"date-parts":[[2025,2,3]]},"abstract":"<jats:sec>\n<jats:title>Purpose<\/jats:title>\n<jats:p>The evolution of co-creation reflects a shift from a firm-centric to a user-centric and collaborative approach. The purpose of this study is to explore the benefits of co-creation, its potential drawbacks and implications for the tourism and hospitality industry to help frame the concept\u2019s evolution and understand its importance for customizing and personalizing tourism experiences.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title>Design\/methodology\/approach<\/jats:title>\n<jats:p>This conceptual study presents a holistic co-creation framework that encompasses various co-creation formats found over time. This study uses bibliometric analysis and thematic analysis powered by artificial intelligence tools as techniques.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title>Findings<\/jats:title>\n<jats:p>Co-creation has transitioned from basic interactions between tourists and providers to sophisticated, technology-driven processes. This paper proposes a future-oriented framework that guides academic research and practical applications, outlining key innovation and sustainable growth areas in the tourism and hospitality sectors, demonstrating how co-creation fosters innovation, enhances consumer engagement and addresses sustainability challenges.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title>Practical implications<\/jats:title>\n<jats:p>This study offers actionable recommendations for tourism firms to harness co-creation for hyper-personalized services, sustainability and community involvement. This study emphasizes the role of emerging technologies in shaping innovative and inclusive tourism experiences.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title>Social implications<\/jats:title>\n<jats:p>This study promotes sustainable and ethical co-creation practices, highlighting the importance of inclusivity, cultural preservation and community empowerment in tourism development.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title>Originality\/value<\/jats:title>\n<jats:p>This reflection based on a bibliometric and artificial intelligence analysis helps to project the future developments of co-creation, raising new areas of research and paths to develop new theories and models to explain co-creation processes and outcomes and successfully integrate co-creation in tourism 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