ENTREPRENEURSHIP AND DIGITAL PLATFORMS. A CO-CREATED PRICE MODEL IN TOURISM SECTOR

The digitalization drives entrepreneurship and innovations but what about value creation and price model? The paper addresses the call on entrepreneurship and digital platforms, offering a view of the co-creation processes and price policies based on a value co-creation perspective. The article has twofold scope: the first one is to identify the main motives of a value-oriented approach towards Online Travel Agencies (OTA) (or internet-based market); the second is explore how the cocreation value process evolves by the use of digital platform in the tourism sector. The paper therefore intends to contribute to the literature on entrepreneurship and price policies in the tourist context, analyzing in depth the potential of digital platforms. In particular, through the proposed exploratory embedded single-case study, the work intends to highlight how the relationship between entrepreneurs owning Online Travel Agencies (OTAs), tourist and host is evolving, strongly driven by the innovative policies of co-created price and digital innovative processes.