[PDF] Brand Co Creation Tourism Research eBook

Author : Raouf Ahmad Rather
Publisher : CRC Press
Page : 268 pages
File Size : 16,7 MB
Release : 2023-10-13
Category : Business & Economics
ISBN : 1000779017

GET BOOK

Responding to the rapidly changing business landscape (including advances in social media and information technology) and the COVID-19 pandemic where customers, visitors, or tourists have become more connected, accessible, and informed than ever before, many brands and firms are investing in brand management and brand co-creation. This new volume provides an enlightening perspective on brand co-creation, brand management, and branding through contemporary conceptual discussions and empirical research studies from thought leaders. Providing a step-by-step guide to the brand co-creation and branding process in the hospitality and tourism industry, the volume identifies cutting-edge measurements, strategies, and metrics for capturing and measuring brand co-creation and highlights best practices in implementing brand management marketing strategies. Starting with a basic understanding of brand (value) co-creation, the volume then explores deeper by defining the concept, describing the ways to measure it, and providing several strategies to capitalize on it. The authors emphasize the interrelationship of these concepts and how they manage brand co-creation. The book illustrates the concepts with examples from around the globe. Topics cover the impact of social media on brand co-creation during the COVID-19 outbreak in the tourism industry, co-branding emerging tourist destinations, analysis of the content of hotel websites, creating better customer value, brand co-creation in e-sports gaming events, post-COVID-19 educational tourism, and more. The volume also presents a chapter on the state-ofthe-art role of augmented reality and virtual reality in improving the customer experience. A synthesis of a decade-long effort in brand co-creation, the book will be valuable to academics, practitioners, consultants, destination management organizations (DMOs), and managers looking to improve brand co-creation pre-, during-, and post-pandemics.

Author : Giang Thi Phi
Publisher : Routledge
Page : 158 pages
File Size : 19,9 MB
Release : 2021-07-05
Category : Business & Economics
ISBN : 1000404013

GET BOOK

Co-creation is fast becoming a buzz word in tourism. Traditional approaches to value creation in tourism suggest that operators and suppliers produce goods and services which are consumed by tourists. The value produced is usually measured in economic terms. Co-creation challenges these assumptions, arguing that tourism producers and consumers co-create value together and that this value is more diverse than just economic value. Technologies underpinning social media, ratings and review tools and e-commerce are facilitating the creation of diverse values, and have been responsible for driving innovation in, for example, new business models such as the collaborative economy. Social, environmental, emotional, reputational and other kinds of value may also be produced, and a wide range of stakeholders, not just producers or consumers, might also benefit from the value co-creation process. This edited volume seeks to go beyond the dominant business/management/marketing perspectives that focus on the co-creation of market value and innovation, to excavate complex and critical episodes of co-creation in tourism. By engaging authors from both the academy and beyond, it explores the rich historical linage of co-creation and its contemporary practices. The chapters in this book were originally published in Tourism Recreation Research.

Author : Elina (Eleni) Michopoulou
Publisher : Routledge
Page : 0 pages
File Size : 10,91 MB
Release : 2024-01-29
Category : Business & Economics
ISBN : 9781032157511

GET BOOK

This book assists the better understanding of value co-creation and co-destruction in tourism development by bringing together different perspectives and disciplines.

Author : Elina (Eleni) Michopoulou
Publisher : Routledge
Page : 191 pages
File Size : 22,23 MB
Release : 2021-12-19
Category : Business & Economics
ISBN : 1000531074

GET BOOK

This book assists the better understanding of value co-creation and co-destruction in tourism development by bringing together different perspectives and disciplines. It provides some examples of how value can be co-created or co-destroyed within the context of tourism. Tourism is susceptible to uncertainty and incidents that can directly impact the supply and demand of its discretionary products and services. Consensus has been reached among practitioners and academics that consumer experience is more important than ever for enterprises as well as destinations, as the sector has become globalized, reached maturity and become highly competitive. Still, the pathway to success (or failure) lies within the overall satisfaction of visitors and tourists, which heavily depends on perceived value; a concept that can be co-created or co-destroyed by the very interaction between all social actors and stakeholders involved. Value creation or destruction is critical not just for traditional supply and demand, but also for an array of actors across value and distribution chains (including, for example, staff and intermediaries across the networks). The book will be of great value to scholars, students and policymakers interested in tourism studies and practices and service management, as well as professionals in the field of tourism management. The chapters were originally published as a special issue of the journal, Tourism Planning & Development.

Author : Roman Egger
Publisher : Springer
Page : 478 pages
File Size : 12,21 MB
Release : 2016-03-02
Category : Business & Economics
ISBN : 3642540899

GET BOOK

This book examines the concepts of open innovation, crowdsourcing and co-creation from a holistic point of view and analyzes them considering their suitability to the tourism industry. Methods, theories and models are discussed and examined regarding their practical applicability in tourism. The book illustrates the theoretical mechanisms and principles of Open Innovation, Crowdsourcing and Co-creation with case studies and best practices examples. In addition to the scientific target group, the book is a useful resource for managers of the entire tourism industry. First, the book presents the theoretical fundamentals and concepts in 11 specific chapters. This basis is then enriched by three parts with case studies, focusing on information, creation and provision respectively. Finally in a concluding part the editors sum up the book and give an outlook on the implications, learnings and future perspectives of open innovation, crowdsourcing and collaborative consumption in the tourism industry.

Author : Betty Weiler
Publisher : Channel View Publications
Page : 222 pages
File Size : 23,66 MB
Release : 2015
Category : Travel
ISBN : 1845414683

GET BOOK

This book provides an authoritative, state-of-the-art review of tour guiding scholarship and research. It aims to foster best practice and to stimulate further study and research on tour guiding across a range of disciplines. The book is well-illustrated and its accessible style with chapter summaries makes it ideal for students as well as researchers.

Author : Nina K Prebensen
Publisher : CABI
Page : 273 pages
File Size : 13,19 MB
Release : 2018-06-18
Category : Business & Economics
ISBN : 1786395037

GET BOOK

Research delivers a multitude of approaches to value creation, represented here as a set of definitions, perspectives and interpretations of how tourists, as customers, create value alone and with others. Now updated throughout, Creating Experience Value in Tourism, 2nd Editionprovides a clarification of these approaches as well as a practical translation as to how they can work within industry. Concluding with a summary of the areas for future research, this is a key resource for researchers, particularly those interested in experience value and co-creation, as well as a useful read for students of tourism and related industries.

Author : Nicholas Ind
Publisher : Bloomsbury Publishing
Page : 336 pages
File Size : 39,46 MB
Release : 2019-12-12
Category : Business & Economics
ISBN : 1472962273

GET BOOK

Brand management and development has traditionally been regarded as the responsibility of the organization – they design, produce and sell the brand, before delivering it to customers. Yet this approach can be needlessly restrictive, as the connective power of the internet and the desire of consumers to focus on experiences has reshaped branding. In this digital age, development occurs beyond the limits of the organisation so that, in many ways, brands are effectively co-created by consumers. Rather than lead, manage and control, contemporary managers have taken on the new tasks of listening, connecting and participating in brand development. The focus of brand management has shifted to the intersection between the organisation and its stakeholders. This changing environment must lead to a new paradigm of brand management: the 'co-creation perspective'. Co-Creating Brands is an accessible exploration of how co-created brands produce value and how the success of this approach can be measured and assured. The authors draw upon a wide array of international case studies and strategic models, which clearly demonstrate how to both effectively deliver this method and how to deal with the situational challenges and obstacles that can occur. If organisational leaders are willing to let go complete control of their brand and recognise the supportive culture of employees, customers and stake-holders, their brand can become an unstoppable marketing force.

Author : Sjoerd Gehrels
Publisher : Emerald Group Publishing
Page : 263 pages
File Size : 21,66 MB
Release : 2019-07-10
Category : Business & Economics
ISBN : 1789730716

GET BOOK

This book explores the concept of Employer Branding (EB) as applied to the hospitality sector. Employer branding aims to assist businesses in becoming the employer of choice for potential employees. As such, the concept has potential to change classical approaches of managing people and to improve opinions on careers in the hospitality sector.

Author : Raouf A. Rather
Publisher : Edward Elgar Publishing
Page : 382 pages
File Size : 29,76 MB
Release : 2023-10-06
Category : Business & Economics
ISBN : 180220394X

GET BOOK

Providing an overview of current research and empirical applications, this Handbook serves as an authoritative and comprehensive guide to customer engagement in the tourism industry. Addressing important challenges, contributions from a global range of scholars explore an array of strategic and tactical issues including understanding and managing customer engagement as well as the metrics for capturing, measuring and implementing engagement methods.