Value co-creation at heritage visitor attractions: A case study of Gladstone's Land

This paper introduces co-creation between management and local stakeholders with the aim of assessing how cocreation adds value to heritage visitor attractions. Using an interpretive case study-based methodology, ethnographic data were collected through nine semi-structured in-depth interviews, 400 h of observations/interactions and generated notes/media over a 12-month immersion period. The chosen case study was Gladstone's Land - one of the oldest houses on the Royal Mile in Edinburgh's Old Town. The findings demonstrate that a positive, open relationship between management and local stakeholders benefits the co-creation process. By involving local stakeholders and providing them with an opportunity to co-create value for visitors, heritage visitor attractions serve two purposes: they can meet the demand for an engaging visitor experience and act as a soundboard for the local identity. What this case study has proven is that the mentality of the value creators has a large influence on the value co-creation process.