Abstract

The tourism industry is undergoing a significant transformation in tourist behavior and demands, where tourists are no longer mere consumers of services but also active participants in the creation of experiences. Therefore, investigating the trend of experience co-creation in tourism is essential. The aim of this study is to analyze the publication trends on the co-creation of tourism experiences from 713 scientific publications sourced from the Web of Science database. Bibliometric analysis using CiteSpace software was employed to examine the system of published works, identifying trends in publication over time and across different regions, sources, and key research topics. The results indicate that research on experience co-creation in tourism is receiving increasing attention in the field of tourism science. The key research trends in experience co-creation within tourism include smart tourism, tourist-destination interaction, value co-creation, creative tourism, dark tourism, tourism services, heritage tourism, enhanced tourism experience and historical storytelling. However, the comparison results show that research on co-creating tourism experiences in Vietnam is still limited compared to the volume of research on the same topic. Based on the findings, research gaps, future research directions, and practical implications are suggested to contribute to the theme of co-creating experiences in the context of contemporary tourism.