The Concept of Co-creation and Yim Tin Tsai

The concept of co-creation originated in business management as a form of economic strategy that brings different parties together (for instance, a company and a group of customers), in order to produce jointly a mutually valued outcome (Prahalad and Ramaswamy in Journal of Interactive Marketing 18:5–14, 2004). It has since been applied to a wide range of social, cultural and environmental situations where, in the context of heritage-making and tourism, creative outcomes have been achieved through cooperative interaction between communities, artists (as both individuals and organizations), commercial entities and visitors. Co-creation has been a key factor in the pilgrimage-focused rejuvenation of Yim Tin Tsai.