The ways in which the tourists value different aspects of the surroundings are also influenced by experiences made during the visit. To the extent that information, interpretation and education do not have a sufficient influence on peoples' actual behaviour, co-creation initiatives are proposed as a more efficient way of transferring responsibility to visitors (Campos, Mendes, Valle, and Scott, 2015, Prebensen, Vitterso, and Dahl, 2013). Co-creation implies that the tourists participate in the design, production and consumption of an experience, even collaborating in the creation of new products and services (Binkhorst and Dekker, 2009).