دانلود رایگان مقاله انگلیسی آزمایش بازاریابی محل از طریق یک لنز منطق غلبه خدمت - الزویر 2018

ABSTRACT

The traveler (or city-customer) should be viewed as a major co-creator of the value extracted from her or his destination (or city) experience. Consumer resources such as energy, mental disposition, expertise, or involvement may be crucial to explain the final value perceived. It is not clear, however, how effectively the concept of co-creation has been incorporated within place marketing. This research takes a step forward toward covering this gap by: (1) drawing on service-dominant logic and related perspectives to propose a co-creation-led, baseline framework; (2) conducting a systematic review of quantitative place-marketing research that has attempted to incorporate the value co-creation perspective; (3) critically reviewing these research efforts; and (4) providing future research avenues. Overall, this research shows that quantitative place-marketing literature is advancing towards incorporating the co-creation proposal, although that is primarily so in destination and hospitality contexts. There is still a long way to go, however, before a consensus is reached on many fundamental aspects.

Final Discussion

The idea of co-creation has been widely accepted among placemarketing scholars. However, it is not entirely clear: (1) how much progress has been made to date in effectively incorporating the concept of co-creation in place marketing; or (2) what specific research avenues we could follow. This research takes a step forward towards covering these gaps by: (1) drawing on the value co-creation background to propose a baseline framework; (2) conducting a systematic review of quantitative placemarketing research that has attempted to incorporate the value cocreation perspective; (3) critically reviewing these research efforts; and (4) providing future research avenues. The paper therefore adopted a literature review-led conceptual approach. The paper's contribution is mainly theoretical and directed toward advancing in both value cocreation and place-marketing literatures. The first research question deals with the concept and measures of the co-creation process. The study found that the co-creation process has been mostly approached in a mixed, incomplete, and ad-hoc way. Thus, some authors refer to co-creation and implicitly assume that it occurs, but do not explicitly conceptualize and measure co-creation. Other authors explicitly measure co-creation but sometimes the metrics used are not accompanied by a proper definition, and when co-creation is defined, this is done in different ways. Authors usually identify cocreation with partial elements of the whole co-creation process such as core service co-production, customization, citizenship behavior of consumers, and consumer support for providers’ innovation processes. Most of these approaches are close to GDL as consumers are viewed as partial employees who may improve providers’ circumstances. Most papers tend to consider co-creation as a variable reflecting a new way for providers to extract value from customers; as a pretext, that is, for utilizing them as part-time workers or for internal processes, such as innovation.