Purpose The purpose of this paper is to increase understanding of end consumer’s value creation in the context of Finnish nature-based tourism from the viewpoint of the customer-dominant logic (CD logic) of service. Design/methodology/approach Existing research on the CD logic of service and value creation, consumer value and value creation as a hierarchical process is reviewed. The exploratory research design was applied. The data were constituted of 40 end consumers’ interviews. Based on the means-end chain model, a laddering interview was applied. Findings The findings indicated that end consumer’s value created in a nature-based tourism service included five final value categories. Those categories were related to emotions and feelings, enjoyment, fun and even lifetime memories. They indicated long-term characteristics of value, individually created value, collective experience and shared value. Practical implications The findings increased understanding of end consumer’s value creation as a process. The paper provided ideas for developing better nature-based tourism service offerings, value propositions and insights into end consumer’s value creation in terms of individual and shared value. The findings are valuable for nature-based tourism researchers and stakeholders. Originality/value New knowledge on end consumer’s value creation process was created by presenting the hierarchical value maps. The five final value categories indicated the value-in-use. The final value categories emphasised either individual or shared value, which included the end consumer’s life and previous experiences. The preliminary findings will help to develop hypotheses and research problems for future research.

In this paper we describe the kinds of value that were created within the field of nature-based tourism service from the perspective of a host in a role of a business customer. The qualitative research was conducted by using the laddering technique based on a means-end chain model of 40 theme interviews. The findings indicated that the customer's value created in nature-based tourism includes the following: "feeling of impressiveness"; "feeling of indulging oneself, pleasure, and joy"; "feeling of beauty of nature"; "feeling of healthiness"; and "feeling of hospitality". Based on the findings, only an individual can experience and create value requiring personal evaluation. Customer value is created in the context of interactive situations, both from short-term experiences and from long-term memories and emotions linked to previous memories. The main theoretical contribution is to understand the theoretical concept of customer value, where the customer's life and previous experiences have a role in individual value creation. Other participants also have a role in one's value creation, and value is shared in an interactive process. The practical contribution helps a nature-based tourism entrepreneur develop the service and a value proposition as well as to support the customer's value creation process.

The aim of this paper is to describe, how a digital service concept in wellbeing for the elderly was co-created as a process and a content in higher education. The theoretical framework comprises constructivism and the Learning by Developing action model. Existing research on social service innovations; the Internet, the elderly and digital services; and co-creation with the elderly is illustrated. Furthermore, co-creation of the digital service concept in wellbeing is evaluated by the students from the viewpoints of learning and competence development. The project results indicated that the co-created digital service concept in wellbeing includes following information concerning the service providers and provided services for the elderly: services, products, activities, general information, information for carers and firms, and links to the local and public organisations. The co-creation process was composed of seven phases. The students received real-life experience when working in a multidisciplinary team with various opinions, competences, and theoretical backgrounds. The results illustrate an example concerning how the internationally awarded digital service concept in wellbeing was co-created by a student team, teachers, and the elderly within the curriculum from the viewpoint of constructivism.

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