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Social Media Strategy and Capacity for Consumer Co-Creation Among Destination Marketing Organizations

Tussyadiah, Iis and Zach, Florian (2013) Social Media Strategy and Capacity for Consumer Co-Creation Among Destination Marketing Organizations In: Information and Communication Technologies in Tourism 2013, 22-25 Jan 2013, Innsbruck, Austria.

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Applying the concept of absorptive capacity in the context of consumer integration for new product development in tourism, this study provided empirical support for the multidimensionality of capacity for consumer co-creation. Co-creation capacity consists of lower level capabilities, including explorative, transformative and exploitative capacity to turn consumer knowledge into consumer-centric products/services. It was identified that social media, in which consumers are increasingly participating in the knowledge exchange processes, is an important avenue for tourism organizations to nurture relationships with consumers that drive participation and integration. Social media strategy is shown to have a positive effect on capacity for co-creation, specifically the capability to process consumer knowledge into valuable assets. Finally, it was also identified that capacity for co-creation among tourism organizations has a positive impact on their performance.

Item Type: Conference or Workshop Item (Conference Paper)
Divisions : Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :
Zach, Florian
Editors :
Cantoni, Lorenzo
Xiang, Zheng
Date : 27 April 2013
DOI : 10.1007/978-3-642-36309-2_21
Copyright Disclaimer : © Springer-Verlag Berlin Heidelberg 2013
Uncontrolled Keywords : Social media; Consumer co-creation; Tourism innovation
Depositing User : Clive Harris
Date Deposited : 19 Oct 2017 14:02
Last Modified : 16 Jan 2019 18:58

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