“Placing” co-creation at the core in the periphery: Conceptualizing business models as “experience supply systems”

This paper reconceptualizes business models in destinations by introducing the notion of “experience supply systems.” It advances a geographical perspective that moves beyond firm-centric models to consider how value is co-created across place, community, and environment, particularly in peripheral settings. As a conceptual paper, it draws on co-creation and the experience economy to show how coordinated interactions among local suppliers, resources, and a leading company shape experiential value. By incorporating demand through the 4Es framework, the paper demonstrates how visitor experiences emerge through interconnected, place-based systems rather than isolated operations. The approach emphasizes collaboration, local context, and community engagement as central to value creation. Reframing business models as experience supply systems offers a more holistic and practical framework for destination planners and policymakers seeking to enhance competitiveness and support place-based products and local development.