Consumers are constantly searching for new experiences that provide more than just a product or a service. A cup of coffee is not just a cup of coffee. The atmosphere surrounding the coffee experience is a matter of ever greater importance to consumers. Along with an increased demand for experiences, the lecture hall has also become a setting where students expect to be entertained and engaged. This article looks into how value created through co-creation and mutual resource exchange can contribute in higher educational experiences. The article also explores how implementing tools from marketing can promote learning experiences. This study is based on focus group interviews, evaluations and observations. The findings show that co-creation of values can contribute to students perception of learning. By linking theories of marketing and higher education, the article contributes to new ways of thinking that focuses on cocreation of value in a teaching-learning context.

The teaching-learning relationship has been subject to discussion within higher education (HE), as has the traditional lecture. Teaching and lectures cannot be understood without including students as part of the setting, particularly so within a cross-cultural classroom where various hermeneutics are involved. International students have different ways of understanding and interpreting data, and may be accustomed to various educational traditions. The aim of this study is to discuss how co-creation can function as a tool for overcoming differences within a cross-cultural context. Qualitative empirical data were collected in four different tourism and marketing student groups. The study findings show that despite requiring increased effort and commitment from all stakeholders, co-creation principles do contribute to bringing about valuable educational experiences. The study contributes to generating a new mindset that can promote valuable learning experiences. It furthermore endorses co-creation as an approach that can enhance value outcomes in a crosscultural context.

The tourist is constantly seeking out new experiences, and there is a growing interest in experiences at religious sites. This article examines tourists' church experience, and what meaning it gives, and what motivates tourists to visit a church on their holiday. With a particular focus on the individual's experience creation, the article looks into the tourist's personal experience inside a church, as manifested in a context characterized through religion and tourism. This study is based on data collected through interviews with 15 visitors to the Basilica of Santa Maria in Trastevere, Rome. The findings demonstrate tourists' ability to block out the presence of other people, and their emphasis on finding inner peace. While the church is highlighted as a kind of sanctuary for reflection, where regaining harmony is mentioned as one of the most meaningful aspects of the experience, religion as a driving force is largely absent from the data. The findings of this study provide new knowledge with regard to tourists' church experiences, and provide insight into the individual meaning making involved. The findings also show the complexity of the tourists' motive to search for church experiences.

Vitenskapelig publikasjon Hurtigruteturistenes naturopplevelse Et kollektivt blikk på omgivelsene Tourists' nature-based experiences on a Hurtigruten ship A 'collective' gaze at the surroundings

Hva skjer i turistens møte med kirkerommet? Som del av turistens jakt etter opplevelser, er det en voksende interesse for opplevelser ved ulike religiøse steder. I denne artikkelen ser jeg naermere på turisters kirkebesøk og deres opplevelse i samskapingen med andre besøkende i kirkerommet. Mens interaksjon og samskaping ofte brukes for å beskrive en mer aktiv samhandling mennesker mellom, i form av dialog og samspill, er det liten oppmerksomhet om den tause samskapingen som finner sted gjennom menneskers tilstedevaerelse og observasjon. Og denne formen for samskaping kan nettopp kirken vaere arena for. Empirien til denne studien er samlet inn gjennom intervjuer med 15 besøkende ved Basilica di Santa Maria i Trastevere i Roma. Mine funn viser mellom annet turistens evne til å tilpasse seg andres opptreden i et kirkerom med både praktiserende kristne og øvrige besøkende. Og selv om flere viser til negative erfaringer med opplevelsen av turister i andre sammenhenger i Roma, beskrives møtet med andre turister i kirkerommet som utelukkende positive. Funnene i denne studien bidrar dermed til å belyse nye sider ved turisters kirkebesøk, og turist-til-turisters samskaping i en kontekst der den ikke-verbale interaksjonen står i sentrum.