Cooking Class Travel in Thailand: An Investigation of Value Co-Creation Experiences

Cooking class travel (CCT) is a special form of food economy that emerging worldwide, especially in Southeast Asian countries, such as Thailand. CCT touristic activity with strong value co-creation characteristics, but it scarcely investigated on how tourists and hosts can work together to co-create the experience CCT. Thus, based theory, this study adopts rigorous content analysis approach inspect mechanism Results reveal framework for CCT—from resources practices final outcomes—offering academia practitioners an in-depth insight into fast-developing type tourism extending theory new research area.