TY - JOUR
T1 - Empowering the new traveller
T2 - storytelling as a co-creative behaviour in tourism
AU - Pera, Rebecca
N1 - Publisher Copyright:
© 2014 Informa UK Limited, trading as Taylor & Francis Group.
PY - 2017/3/12
Y1 - 2017/3/12
N2 - The work proposes a theoretical and empirical model that investigates how storytelling is a powerful co-creative behaviour in tourism. The contribution takes a step forward from the classical theories on co-creation and develops the case where consumers act almost independently from traditional brands. The empirical study adopts an interpretive approach to analyse online travel reviews. Data are interpreted through Yi and Gong's model on consumer value co-creation behaviour [(2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66, 127], the Phase dynamics theory of travel epiphany behaviour [Woodside, A. G., & Megehee, C. M. (2010). Advancing consumer behaviour theory in tourism via visual narrative art. International Journal of Tourism Research, 12(5), 418–431], and the Archetype theory [Woodside, A. G., Sood, S., & Miller, K. E. (2008). When consumers and brands talk: Storytelling theory and research. Psychology & Marketing, 25(2), 97–145]. The study indicates that storytelling behaviours in value co-creation activate a ‘customer delight' response, which is an affect-based construct.
AB - The work proposes a theoretical and empirical model that investigates how storytelling is a powerful co-creative behaviour in tourism. The contribution takes a step forward from the classical theories on co-creation and develops the case where consumers act almost independently from traditional brands. The empirical study adopts an interpretive approach to analyse online travel reviews. Data are interpreted through Yi and Gong's model on consumer value co-creation behaviour [(2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66, 127], the Phase dynamics theory of travel epiphany behaviour [Woodside, A. G., & Megehee, C. M. (2010). Advancing consumer behaviour theory in tourism via visual narrative art. International Journal of Tourism Research, 12(5), 418–431], and the Archetype theory [Woodside, A. G., Sood, S., & Miller, K. E. (2008). When consumers and brands talk: Storytelling theory and research. Psychology & Marketing, 25(2), 97–145]. The study indicates that storytelling behaviours in value co-creation activate a ‘customer delight' response, which is an affect-based construct.
KW - co-creation
KW - co-creative behaviours
KW - creativity
KW - customer delight
KW - online reviews
KW - storytelling
UR - http://www.scopus.com/inward/record.url?scp=84919935761&partnerID=8YFLogxK
U2 - 10.1080/13683500.2014.982520
DO - 10.1080/13683500.2014.982520
M3 - Article
SN - 1368-3500
VL - 20
SP - 331
EP - 338
JO - Current Issues in Tourism
JF - Current Issues in Tourism
IS - 4
ER -