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This chapter is a contribution to the understanding of the tourist value-enhancing properties of storytelling, with a focus on co-creation. Moreover, it illustrates the importance of storytelling as a management operant resource that can be used in order to manage host-guest interaction in a way that enhances the value creation taking place during the interaction process. From a research perspective, this chapter adds to the body of knowledge about the qualities of communication in the form of stories and of storytelling as a value enhancer in a host-guest relationship. Also, from a managerial perspective it may serve as a starting point for resource planning, development and mobilization.

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This study explores value co-creation in university industry collaborations. The study is inspired by the constructivist approach to grounded theory and self-ethnography and based on interviews with 27 informants (eleven industry mentors and 16 academics) engaged in university industry collaborations. The findings suggest that co-creation depends on knowledge readiness and knowledge readiness develops through an interplay between temporary geographical and cognitive proximity. This study contributes to the existing literature on value co-creation, university industry collaborations, and proximity as follows: first, we shed light on the use of the co-creation perspective to enhance understandings of how value can be co-created in university industry collaborations. Second, we introduce the concept of knowledge readiness and demonstrate that co-creation in university industry collaborations between academics and industry mentors rests on knowledge readiness. Knowledge readiness concerns knowledge use and develops in the interplay between temporary geographical and cognitive proximity. We describe knowledge readiness as a subdimension of cognitive proximity. Knowledge readiness takes time to develop and is important for value co-creation and, subsequently, innovation in university industry collaborations.

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PurposeThe study aims to investigate how tourism actors' methodologies fuel the development of regenerative activities anchored in the reciprocity of nature and humans directed at bringing well-being for all living beings.Design/methodology/approachTo shed light on micro-scale regenerative creation processes in tourism, the authors engage in co-creative case study research with the owners of a small value-driven tourism firm in Arctic Norway in their creation of activities that strengthen the human–nature relation.FindingsThe authors found that the values of the tourism firm's owners constitute the soul creating regenerative activities based on the reciprocity of soil and society. Thus, the authors posit that soil, soul and society are at the core of developing regenerative tourism activities. A key finding identified is that it is challenging for small eco-centric driven firms to co-create regenerative tourism activities within a capitalocentric system. For regenerative activities to become regenerative tourism practices, multiple actors across levels of operations must act as responsible gardeners.Originality/valueThe study extends current literature on regenerative tourism by providing in-depth insights into the methodology, illustrated through soil, soul and society, guiding one small tourism firm's development of regenerative tourism activities and what drives these processes. The study also contributes knowledge that broadens the use of well-being in tourism to better address current capitalocentric challenges limiting the development of regenerative practices.