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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.

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Nature-based adventure experiences constitute a significant segment of the tourism industry and understanding consumers’ conceptualisations of value is crucial. The aim of this study is to understand how the perceived value of the climbing experience differs within the climbing community. Interviews with climbers revealed that multiple aspects of the climbing experience are valued, including efficiency, play, excellence, aesthetics, status, emotion, esteem and authenticity. The results highlight that conceptualisations of value vary with experiential style. The study thus adds to the conversation on what creates value in the climbing experience and how this fluctuates throughout the climbing experience. The study contributes to our understanding of nature-based experiences and to the development and marketing of adventure experiences. The results imply that building a strong climbing image at destinations and being involved in the climbing community represent key issues that contribute to co-creating value in the tourist experience.