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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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Buhalis and Sinarta Real-time Service Final.pdf - Accepted Version
Available under License Creative Commons Attribution Non-commercial.


DOI: 10.1080/10548408.2019.1592059


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
Group:Bournemouth University Business School
ID Code:33093
Deposited By: Symplectic RT2
Deposited On:02 Dec 2019 10:11
Last Modified:14 Mar 2022 14:18


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