Background: Over the last decade, the increased complexity, globalization and knowledge-intensity of (online-) marketplaces requires all businesses to make better use of their technological, organizational and marketing competences in order to stay in business. New business ventures in highly competitive and innovative markets must be able to gain market share quickly – by delivering fast, high quality, innovative solutions tailored to the market needs.

Purpose: The purpose of this study is to investigate the relevance of co-creation of on-line communities for companies in the new and early product development phase in order to achieve product-market fit.

Method: This study has a qualitative research design with semi-structured interviews as data collection method. A case study is used as the general methodology approach. The data collection of this study consists of 21 field notes and transcripts gathered from the        participants. Structural and Pattern coding was applied to analyze the findings.

Conclusion: The goal of the study was to explore the needs of Sweden-savvy travelers for planning and booking outdoor activities. Several perspectives of user feedback have been the outcomes of this research. The presented coding framework was based on the criteria relevant for planning and booking This study identifies that trustworthiness in feedbacks and reviews as well as transparent price policy play a critical role in choosing an operator or a website. Also, the ease of use and concomitant the feasible degree of individualization of websites have a major impact on potential customers. Causes, ideas and feedback of planning and booking travel activities online have been explored, and the results were both contradicting as well as agreeing in some cases.