Abstract: The service dominant(S-D) logic has changed the face of the marketing paradigm. It is based on the premise that customers are no longer the passive receivers of the products or services, but play an active role in the value creation process. For the purpose of this paper the research focus is to examine the influence of perceived ease of use of the mobile technology, involvement with the tourism product, interaction with the service provider and active participation of the consumer on customer value co-creation. To do so customer perspective is taken into consideration and a questionnaire is developed on the basis of an in-depth literature review. In specific tourism industry is taken into consideration as there has been tremendous growth in this sector in the previous years and consumer per-se play a pivotal role in planning and execution of the trip which further is an important part in success of the service provider.