The Impact of Prosumers on the Platform Economy

Technological advancements are shaping a consumer who is no longer just a passive recipient but an active participant – commonly referred to as a prosumer. This shift is driven by the accessibility of new online tools, which empower users to create and share content, blurring the traditional boundaries between consumption and production. As a result, these two roles are now more intertwined than ever before. Technological development has also introduced a new economic paradigm: the platform economy. Existing companies are adapting their business models to integrate with digital platforms, enabling them to engage with diverse and previously unreachable actors to co-create value. Operating under an open logic, these companies interact with various stakeholders, with digital platforms serving as key intermediaries. Among these stakeholders, prosumers stand out as increasingly influential participants in online platforms. In light of this shift, the concepts of urban consumption and the consumer must be redefined. This chapter aims to explore how restaurant business managers perceive prosumers as significant actors influencing their operations through digital platforms. Specifically, it examines their perspectives and strategies for navigating this new economic and social landscape. To achieve this, TripAdvisor will be analyzed as a key digital platform within the restaurant sector. The study draws on a series of interviews conducted with restaurant managers. The findings reveal that prosumers are emerging as a powerful force, exerting varying levels of influence on urban consumption patterns and the business models of companies within the restaurant sector.