Fast-paced lifestyles have changed the desires and motives for the selection of the tourist experience, becoming a complex concept that includes cultural, rural, culinary and educational elements. Service providers had to move away from ‘serviceescape’ thinking and provide a multi-layered experience through ‘sensescape’. Including senses in the tourist experience affects the sense of authenticity associated with its memorability. Thus, in tourism, we observe a shift from the passive to the active visitor. Long-term relationships with visitors can be created by optimizing the aforementioned 'sencescape' through the element of co-creation. The aim of this thesis is to investigate how the inclusion of the visitor in interactive activities influences the creation of a unique experience in alternative tourism in Slovenia. The research question investigated the relationship of service providers and potential visitors to the element of co-creation and the potential gap between the expectations. I conducted 5 in-depth interviews with service providers and a discussion with a focus group with 6 participants as potential visitors. Finally, the thesis contains findings and analysis based on the obtained data. The providers think that the co-creation is the only direction of tourism development, but it is a newer form of exeperince on the Slovenian market, characterised by the narrow circle of returnee visitors and problematic pricing policy. Potential visitors would opt for an offer that includes an 'educational and fun' experience, without knowing how to get to it in Slovenia. Those who find it, consider it a rather ‘everyday and expensive’ experience.
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