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Brand Co-Creation Tourism Research

Author: Raouf Ahmad Rather

Publisher: CRC Press

Published: 2023-10-13

Total Pages: 268

ISBN-13: 1000779017

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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.

Book Synopsis Brand Co-Creation Tourism Research by : Raouf Ahmad Rather

Download or read book Brand Co-Creation Tourism Research written by Raouf Ahmad Rather and published by CRC Press. This book was released on 2023-10-13 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Co - Creation in Tourist Experiences

Author: Nina K Prebensen

Publisher: Taylor & Francis

Published: 2017-04-21

Total Pages: 164

ISBN-13: 1317293444

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The tourist experience is multi-faceted and dynamic, as tourists engage with its formation and creation. The tourists then become vital in creating value for themselves together with the service provider. Experience value cannot be pre-produced, but is co-created between host and guest(s) in the servicescape. The tourist managers can therefore only plan for and facilitate for value co-creation to take place. This book responds to the need for a critical review of how firms can facilitate and dramatize for enhanced experience value for tourists. As the roles of participants and providers are changing rapidly, new knowledge in terms of how value creation and value co-creation can transpire needs to be generated. The aim of this book is therefore to accentuate the role and importance of the core elements in value creation processes, namely, the customer(s), the setting in which co-creation would take place, and the provider. Bringing together scholars from diverse areas to address the nature of how the actors co-create values through interaction in different experience settings, the book also serves as a guide to the best practice of co-creation of tourist experiences. It will therefore appeal practically as well as theoretically to scholars and students of tourism, marketing, leisure, hospitality, and services management.

Book Synopsis Co - Creation in Tourist Experiences by : Nina K Prebensen

Download or read book Co - Creation in Tourist Experiences written by Nina K Prebensen and published by Taylor & Francis. This book was released on 2017-04-21 with total page 164 pages. Available in PDF, EPUB and Kindle. Book excerpt: The tourist experience is multi-faceted and dynamic, as tourists engage with its formation and creation. The tourists then become vital in creating value for themselves together with the service provider. Experience value cannot be pre-produced, but is co-created between host and guest(s) in the servicescape. The tourist managers can therefore only plan for and facilitate for value co-creation to take place. This book responds to the need for a critical review of how firms can facilitate and dramatize for enhanced experience value for tourists. As the roles of participants and providers are changing rapidly, new knowledge in terms of how value creation and value co-creation can transpire needs to be generated. The aim of this book is therefore to accentuate the role and importance of the core elements in value creation processes, namely, the customer(s), the setting in which co-creation would take place, and the provider. Bringing together scholars from diverse areas to address the nature of how the actors co-create values through interaction in different experience settings, the book also serves as a guide to the best practice of co-creation of tourist experiences. It will therefore appeal practically as well as theoretically to scholars and students of tourism, marketing, leisure, hospitality, and services management.

Co-Creating Tourism Research

Author: Carina Ren

Publisher: Routledge

Published: 2017-12-06

Total Pages: 307

ISBN-13: 1315393204

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Co-creation has become a buzzword in many social science disciplines, in business and in tourism studies. Given the prominence of co-creation, surprisingly little discussion has evolved around its implications for research practices and knowledge production as well as what challenges there are for fulfilling the promise of co-creation in tourism research. This book aims to contribute to this discussion by addressing how tourism research comes together as a collaborative achievement and by exploring different ways of collaborative knowledge production in tourism research. It is structured to offer, on one hand, an introduction to the ontological basis for collaborative research and, on the other hand, a set of empirical examples of how collaborative knowledge creation can inform tourism design, management, policy and education. The theoretical accounts and empirical cases of this book display how research collaborations can offer modest, local yet often impactful insights, traces and effects. It therefore will be of value for students, researchers and academics in tourism studies as well as the wider social sciences.

Book Synopsis Co-Creating Tourism Research by : Carina Ren

Download or read book Co-Creating Tourism Research written by Carina Ren and published by Routledge. This book was released on 2017-12-06 with total page 307 pages. Available in PDF, EPUB and Kindle. Book excerpt: Co-creation has become a buzzword in many social science disciplines, in business and in tourism studies. Given the prominence of co-creation, surprisingly little discussion has evolved around its implications for research practices and knowledge production as well as what challenges there are for fulfilling the promise of co-creation in tourism research. This book aims to contribute to this discussion by addressing how tourism research comes together as a collaborative achievement and by exploring different ways of collaborative knowledge production in tourism research. It is structured to offer, on one hand, an introduction to the ontological basis for collaborative research and, on the other hand, a set of empirical examples of how collaborative knowledge creation can inform tourism design, management, policy and education. The theoretical accounts and empirical cases of this book display how research collaborations can offer modest, local yet often impactful insights, traces and effects. It therefore will be of value for students, researchers and academics in tourism studies as well as the wider social sciences.

Revisiting Value Co-creation and Co-destruction in Tourism

Author: Elina (Eleni) Michopoulou

Publisher: Routledge

Published: 2021-12-19

Total Pages: 191

ISBN-13: 1000531074

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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.

Book Synopsis Revisiting Value Co-creation and Co-destruction in Tourism by : Elina (Eleni) Michopoulou

Download or read book Revisiting Value Co-creation and Co-destruction in Tourism written by Elina (Eleni) Michopoulou and published by Routledge. This book was released on 2021-12-19 with total page 191 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Critical Issues in Tourism Co-Creation

Author: Giang Thi Phi

Publisher: Routledge

Published: 2021-07-05

Total Pages: 158

ISBN-13: 1000404013

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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.

Book Synopsis Critical Issues in Tourism Co-Creation by : Giang Thi Phi

Download or read book Critical Issues in Tourism Co-Creation written by Giang Thi Phi and published by Routledge. This book was released on 2021-07-05 with total page 158 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Tourism Management, Marketing, and Development

Author: M. Mariani

Publisher: Springer

Published: 2014-09-04

Total Pages: 468

ISBN-13: 1137354356

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Tourism Management, Marketing, and Development revolves around the implementation of ICT applications in the tourism sector: technology is engendering a major shift both in the performance of individuals and companies involved in the tourism sector and having an impact on the way individuals consume services and enjoy experiences in space and time.

Book Synopsis Tourism Management, Marketing, and Development by : M. Mariani

Download or read book Tourism Management, Marketing, and Development written by M. Mariani and published by Springer. This book was released on 2014-09-04 with total page 468 pages. Available in PDF, EPUB and Kindle. Book excerpt: Tourism Management, Marketing, and Development revolves around the implementation of ICT applications in the tourism sector: technology is engendering a major shift both in the performance of individuals and companies involved in the tourism sector and having an impact on the way individuals consume services and enjoy experiences in space and time.

Tour Guiding Research

Author: Betty Weiler

Publisher: Channel View Publications

Published: 2015

Total Pages: 222

ISBN-13: 1845414683

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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.

Book Synopsis Tour Guiding Research by : Betty Weiler

Download or read book Tour Guiding Research written by Betty Weiler and published by Channel View Publications. This book was released on 2015 with total page 222 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Open Tourism

Author: Roman Egger

Publisher: Springer

Published: 2016-03-02

Total Pages: 476

ISBN-13: 3642540899

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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.

Book Synopsis Open Tourism by : Roman Egger

Download or read book Open Tourism written by Roman Egger and published by Springer. This book was released on 2016-03-02 with total page 476 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Co-Creation and Well-Being in Tourism

Author: Antónia Correia

Publisher: Springer

Published: 2018-07-18

Total Pages: 198

ISBN-13: 9783319829852

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This book offers a wealth of new views and interpretations of well-being in tourism, emphasizing the role that co-creation – the creation or enhancement of value through tourist engagement with tourism providers and other tourists – is increasingly playing in enriching tourist experiences. A combination of theoretical and empirically based contributions relating to various tourism contexts shed light on existing and potential contributions of tourists and destination providers to tourist well-being. Readers will find novel and compelling insights into both the very nature of wellbeing as perceived by the tourist and the opportunities that are emerging as tourists become savvy decision-makers capable of activating their own networks and resources in order to shape their experiences. The book will be of interest for all who wish to learn more about the character and the construction of well-being within tourism, the relationship of well-being to a range of factors, and the ways in which tourism operators can assist tourists in creating high-value experiences.

Book Synopsis Co-Creation and Well-Being in Tourism by : Antónia Correia

Download or read book Co-Creation and Well-Being in Tourism written by Antónia Correia and published by Springer. This book was released on 2018-07-18 with total page 198 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book offers a wealth of new views and interpretations of well-being in tourism, emphasizing the role that co-creation – the creation or enhancement of value through tourist engagement with tourism providers and other tourists – is increasingly playing in enriching tourist experiences. A combination of theoretical and empirically based contributions relating to various tourism contexts shed light on existing and potential contributions of tourists and destination providers to tourist well-being. Readers will find novel and compelling insights into both the very nature of wellbeing as perceived by the tourist and the opportunities that are emerging as tourists become savvy decision-makers capable of activating their own networks and resources in order to shape their experiences. The book will be of interest for all who wish to learn more about the character and the construction of well-being within tourism, the relationship of well-being to a range of factors, and the ways in which tourism operators can assist tourists in creating high-value experiences.

Co-creating Brands

Author: Nicholas Ind

Publisher: Bloomsbury Publishing

Published: 2019-12-12

Total Pages: 337

ISBN-13: 1472962257

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An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs. 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 organization 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 this process has shifted to the intersection between the organization and its stakeholders, leading 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 organizational leaders are willing to relinquish complete control of their brand and recognize the supportive culture of employees, customers and stake-holders, their brand can become an unstoppable marketing force.

Book Synopsis Co-creating Brands by : Nicholas Ind

Download or read book Co-creating Brands written by Nicholas Ind and published by Bloomsbury Publishing. This book was released on 2019-12-12 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs. 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 organization 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 this process has shifted to the intersection between the organization and its stakeholders, leading 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 organizational leaders are willing to relinquish complete control of their brand and recognize the supportive culture of employees, customers and stake-holders, their brand can become an unstoppable marketing force.