This is essentially the motto of an innovative middle school where I live: "We are crew, not passengers." Instead of being "a student in Mr. So-and-so's class," the students refer to themselves and each other as being "in so-and-so's crew". All the kids have jobs to do to take care of the school and help conduct the school day.
Except for large boats with dedicated crew members, guests often get assigned some job to help with sailing the boat. Not that the skipper can't handle the boat alone, but that it's better to ask a person to pull on or release a line than to ask them to move so that you can do it.
This way the guests feel like they are part of the experience rather than just in the way.