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Real-time co-creation and nowness service: lessons from tourism and hospitality.

Buhalis, D. and Sinarta, Y, 2019. Real-time co-creation and nowness service: lessons from tourism and hospitality. Journal of Travel and Tourism Marketing, 36 (5), 563 - 582.

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DOI: 10.1080/10548408.2019.1592059

Abstract

Brands take advantage of technology, social media and constant connectivity to foster organic consumer engagement and interactions towards co-creating personalised customer service. Real-time service offers dynamic engagement with connected consumers. Brands in tourism and hospitality use technology to dynamically enhance consumer experience through co-creation. The integration of real-time consumer intelligence, dynamic big data mining, artificial intelligence, and contextualisation can transform service co-creation by mobilising recourses in the ecosystem. Nowness service emerges by dynamically engaging consumers in experience cocreation in real time. It has five interconnected characteristics that revolutionise the tourism and hospitality, namely: real-time, co-creation, data-driven, consumer-centric and experience co-creation.

Item Type:Article
ISSN:1054-8408
Group:Bournemouth University Business School
ID Code:33093
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:02 Dec 2019 10:11
Last Modified:22 Sep 2020 01:08

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