IDEAS home Printed from https://ideas.repec.org/a/taf/servic/v39y2019i7-8p498-518.html
   My bibliography  Save this article

Understanding value creation and word-of-mouth behaviour at cultural events

Author

Listed:
  • David Dowell
  • Brian Garrod
  • Jennifer Turner

Abstract

Despite its undoubted importance to policy makers and practitioners, cultural value remains a highly contested concept. Empirical work in the area has, meanwhile, been hampered by the use of a unidimensional framework of cultural value. The understanding of word-of-mouth (WOM) communication behaviour related to cultural values has consequently been limited. The purpose of this paper is to develop cultural value segments using a multidimensional value framework to enable a profile to be developed of the WOM behaviour (both online and offline) of each segment. A typology with four distinct segments of cultural consumer, each exhibiting different combinations of cultural values and of WOM communication preferences. The study thereby challenges the orthodoxy of value creation and transmission in cultural settings. Practical recommendations include the use of market segmentation based on multidimensional value ‘constellations’: not only to achieve better audience development but also to encourage wider value communication through word of mouth.

Suggested Citation

  • David Dowell & Brian Garrod & Jennifer Turner, 2019. "Understanding value creation and word-of-mouth behaviour at cultural events," The Service Industries Journal, Taylor & Francis Journals, vol. 39(7-8), pages 498-518, June.
    • Handle: RePEc:taf:servic:v:39:y:2019:i:7-8:p:498-518
    DOI: 10.1080/02642069.2019.1568997
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/02642069.2019.1568997
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/02642069.2019.1568997?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Beatriz Moliner-Velázquez & Maria Fuentes-Blasco & Irene Gil-Saura, 2021. "Segmenting customers according to online word-of-mouth about hotels," Service Business, Springer;Pan-Pacific Business Association, vol. 15(1), pages 103-130, March.
    2. Liu, Hongfei & Meng-Lewis, Yue & Ibrahim, Fahad & Zhu, Xia, 2021. "Superfoods, super healthy: Myth or reality? Examining consumers’ repurchase and WOM intention regarding superfoods: A theory of consumption values perspective," Journal of Business Research, Elsevier, vol. 137(C), pages 69-88.
    3. Andromeda Menezes & Rui M. Lima & André Luiz Aquere & Marlene Amorim, 2020. "An Adaptation of SERVQUAL for Events Evaluation: An Environmental Sustainability Addon," Sustainability, MDPI, vol. 12(18), pages 1-19, September.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:servic:v:39:y:2019:i:7-8:p:498-518. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/FSIJ20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.