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Tourists as commodities in below-cost tours

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  • Chen, Shengrong
  • Zhu, Jiarui

Abstract

This paper focuses on the commodification of tourists in below-cost tours. With the audience commodity theory from the field of political economy of communication as the analytical framework, we reveal the process of tourists' prosumption. In below-cost tours, the relationship between tourists and travel agencies is collaborative coproduction: Travel agencies obtain profits through tourists' prosumption (primarily visiting and shopping) in designated stores. Tourists thereby become a type of commodity that enables capital to obtain exchange value – tourists as commodities. This study advances the explanatory research on below-cost tours, enriches the literature on prosumption by extending it to tourism research, and demonstrates the spread of commodification in social life through empirical studies.

Suggested Citation

  • Chen, Shengrong & Zhu, Jiarui, 2025. "Tourists as commodities in below-cost tours," Annals of Tourism Research, Elsevier, vol. 110(C).
    • Handle: RePEc:eee:anture:v:110:y:2025:i:c:s0160738324001671
    DOI: 10.1016/j.annals.2024.103890
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    References listed on IDEAS

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    1. Alves, Helena & Fernandes, Cristina & Raposo, Mário, 2016. "Value co-creation: Concept and contexts of application and study," Journal of Business Research, Elsevier, vol. 69(5), pages 1626-1633.
    2. Jin, Haipeng & Moscardo, Gianna & Murphy, Laurie, 2017. "Making sense of tourist shopping research: A critical review," Tourism Management, Elsevier, vol. 62(C), pages 120-134.
    3. Wong, Cora Un In & McKercher, Bob, 2012. "Day tour itineraries: Searching for the balance between commercial needs and experiential desires," Tourism Management, Elsevier, vol. 33(6), pages 1360-1372.
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