Customer-to-customer co-creation practices in tourism: Lessons from Customer-Dominant logic.

Rihova, I., Buhalis, D., Gouthro, M.-B. and Moital, M., 2018. Customer-to-customer co-creation practices in tourism: Lessons from Customer-Dominant logic. Tourism Management, 67 (August), 362 - 375.

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DOI: 10.1016/j.tourman.2018.02.010

Abstract

This study aims to explore specific customer-to-customer (C2C) co-creation practices and related value outcomes in tourism. The importance of C2C co-creation is first discussed in the context of the Service-Dominant logic, then a new approach to the study of tourists’ social practices and related value-outcomes is proposed, drawing on the recently emerged Customer-Dominant logic in marketing. A pragmatic philosophy is adopted to best address the research questions in a purposively selected sample of five UK-based festivals. Qualitative interview- and observation-based methods are adopted to identify 18 C2C co-creation practices, placing these on a continuum of autotelicinstrumental and private-public practices. Four value-outcome categories are discussed: affective, social, functional and network value. The conclusions highlight the importance of value formed when tourists cocreate with each other in tourism settings and the authors identify specific opportunities for facilitating this process. Possible applications for future research are discussed, highlighting the merits of pragmatism.

Item Type:Article
ISSN:0261-5177
Uncontrolled Keywords:Co-creation; Value; Customer-Dominant logic; Customer-to-customer; Social practices; Pragmatism; Festivals
Group:Faculty of Management
ID Code:30519
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:27 Mar 2018 08:15
Last Modified:27 Mar 2018 08:15

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