Zastosowanie koncepcji współtworzenia wartości produktu w turystyce wiejskiej – wybrane aspekty
The Usage of Product Value Co-creation Concept in Rural Tourism – Selected Aspect

Summary/Abstract: The article attempts to adapt the concept of value co-creation by a customer tothe specifics of rural tourism. On the background of the main objectives of the conceptof value co-creation examples are presented of tourists’ participation in the processof tourism product creation of rural reception area. It has been shown that for ruraltourism one can talk about prosumer category motivated by both economic benefits(eg. agri-tourism, couchsurfing), as well as social and environmental ones (eg. sustainabletourism, backpacking). A particular manifestation of prosumer attitudes can beactive participation of tourists in selection of individual characteristics of a product.An important role in a joint creation of value for a tourist, apart from traditional formsof communication based on a dialogue, play modern means of communication, amongwhich a special role is played by social media.

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