Co-creation of the ski-chalet community experiencescape

Ski-chalets provide skiers with a unique experience where 'consumer communities' of like-minded people engage with each other using a blend of online and offline social interactions. In this case study, we draw upon theoretical underpinnings from the brand and consumer community literature to explore individuals' experiences in the consumer community of ski-chalet aficionados. We investigate how the experience is co-created among other community members and service providers, thus answering calls for more research focusing on the co-creation of tourist encounters. The results of an ethnographic study identified five themes that incorporate both the motivators for engaging in a ski-chalet community and their co-created experiences (socialisation, all-inclusive chalet offering, active hedonistic skiing, location/place, the 'augmented' community of online and offline skiers). Providing new insights into the co-creation of tourist experiences, a framework is developed for understanding augmented communities and the ski-chalet experiencescape.