The new information and communication technology especially the uprising of the Web 2.0 gives opportunity for the co-creation of value between businesses and their customers. The “online co-creation communities” is one of the many varieties of co-creation of value identified in the literature. Meanwhile, the majority of researches were conducted by the tangible goods suppliers (Like the sportswear for Nike, or car manufacturing for BMW). The objective of this research is to understand in depth the concept of value co-creation when applied to the tourism industry and to identify opportunities that the tourists and destinations could have working together through online community interactions. To resolve this issue, three basic theory elements were put into place: co-creation of value, online community, and the touristic experience. A case study based on the qualitative approach - performed within Regional office of the Analamanga tourism ( Madagascar) - enabled us to clarify this issue.
