Cross-cultural co-creation of a tourist site: the emic and etic makings

Abstract

This chapter discusses how an Arctic destination, North Cape, is co-created through time and space aided by tourists' engagement. We present two cases: (1) Thai visitors to the North Cape; and (2) North Cape as a brand in South Korea, drawing on qualitative methods. We argue that cross-cultural co-creation in tourism experiences depends on the knowledge of different emic and etic perceptions of the site. These diverse emic and etic perceptions of the site, operand and operant resources of the visitors emerge in their co-creation of experiences. Implications for researchers and practitioners are provided.