Regional Tourism Service Ecosystem Development: A Co-Creation and Imagery Based Approach

Tourism has a significant impact on both employment and the economy in many countries. This work develops a region tourism ecosystem model to simulate the importance of service cooperation among SMEs. And a novel technology called CoopeVision based on service-dominant logic (SDL) is also proposed to facilitate cooperation among SMEs to increase sustainability. In the foundation of CoopeVision technology, a platform which further integrates destination image theory, metaphor theory, and color theory is designed for SMEs to provide additional unique and attractive services to increase sustainability. We also evidence the positive effects of the adoption of the CoopeVision technology in regional tourism development through the system dynamic simulations.