Abstract This research explores how a tourist copes and co-creates experiences in various situations and with various people during a vacation. Tourist experiences are explored in social (service provider and other consumers) and physical encounters (‘servicescape’). The study reveals examples of coping and co-creation strategies and the subsequent effects on tourist evaluations. The present work provides personal experiences and a diary as methods. The study proposes ways of dealing with tourist coping and co-creating strategies. Copyright © 2010 John Wiley & Sons, Ltd.
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