“…Indeed, service research has shifted from dyadic interactions to networks, ecosystems, and actor-to-actor co-creation (Akaka et al, 2015; Vargo & Lusch, 2016). This focus incorporates social, communal, and networked value (Edvardsson et al, 2011; Epp & Price, 2011); group-level experiences of tourism (Buhalis & Foerste, 2015; Rihova et al, 2018; Rojas-de-Gracia & Alarcón-Urbistondo, 2020); as well as systems of multiple actors in different communities, networks, and links (Muniz & O’Guinn, 2001; Schau et al, 2009). Yet, although value is seen as having both individual and collective elements (Heinonen et al, 2013; Macdonald et al, 2016), tourism value research still commonly emphasizes individual value.…”