After reading this chapter, you should be able to

8.1   Recognize that there are parts of all service experiences that require co-production.

8.2   Describe how, when, and why hospitality organizations encourage or empower guests to help provide their own guest experiences.

8.3   Discuss the advantages and disadvantages of guest involvement for the organization and guest.

8.4   Explain what organizations must do to make co-creation successful.

8.5   Explain why hospitality organizations must sometimes “fire the guest” and how to do it.