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

In: Information and Communication Technologies in Tourism 2013

Author

Listed:
  • Iis Tussyadiah

    (University of Southern Denmark)

  • Florian Zach

    (University of Southern Denmark)

Abstract

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.

Suggested Citation

  • Iis Tussyadiah & Florian Zach, 2013. "Social Media Strategy and Capacity for Consumer Co-Creation Among Destination Marketing Organizations," Springer Books, in: Lorenzo Cantoni & Zheng (Phil) Xiang (ed.), Information and Communication Technologies in Tourism 2013, edition 127, pages 242-253, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-36309-2_21
    DOI: 10.1007/978-3-642-36309-2_21
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    Citations

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    Cited by:

    1. Ali Al-Badi & Ali Tarhini & Salima Al-Sawaei, 2017. "Utilizing Social Media to Encourage Domestic Tourism in Oman," International Journal of Business and Management, Canadian Center of Science and Education, vol. 12(4), pages 1-84, March.
    2. Astrid Dickinger & Lidija Lalicic, 2016. "An analysis of destination brand personality and emotions: a comparison study," Information Technology & Tourism, Springer, vol. 15(4), pages 317-340, January.
    3. Veronica Scuotto & Manlio Del Giudice & Elias G. Carayannis, 2017. "The effect of social networking sites and absorptive capacity on SMES’ innovation performance," The Journal of Technology Transfer, Springer, vol. 42(2), pages 409-424, April.
    4. Revilla Hernández, Mercedes & Santana Talavera, Agustín & Parra López, Eduardo, 2016. "Effects of co-creation in a tourism destination brand image through twitter," MPRA Paper 77595, University Library of Munich, Germany, revised 21 Nov 2016.
    5. Bano, Shehar & Cisheng, Wu & Khan, Ali Nawaz & Khan, Naseer Abbas, 2019. "WhatsApp use and student's psychological well-being: Role of social capital and social integration," Children and Youth Services Review, Elsevier, vol. 103(C), pages 200-208.
    6. Scuotto, Veronica & Del Giudice, Manlio & Peruta, Maria Rosaria della & Tarba, Shlomo, 2017. "The performance implications of leveraging internal innovation through social media networks: An empirical verification of the smart fashion industry," Technological Forecasting and Social Change, Elsevier, vol. 120(C), pages 184-194.
    7. Hany Kim & Hyo Jae Joun & Yeongbae Choe & Ashley Schroeder, 2019. "How Can a Destination Better Manage Its Offering to Visitors? Observing Visitor Experiences via Online Reviews," Sustainability, MDPI, vol. 11(17), pages 1-19, August.
    8. Bosio, Birgit & Haselwanter, Stefanie & Ceipek, Michael, 2018. "The Utilization of Social Media Marketing in Destination Management Organizations," 6th International OFEL Conference on Governance, Management and Entrepreneurship. New Business Models and Institutional Entrepreneurs: Leading Disruptive Change (Dubrovnik, 2018), in: 6th International OFEL Conference on Governance, Management and Entrepreneurship. New Business Models and Institutional Entrepreneurs: Leading Disrupt, pages 249-268, Governance Research and Development Centre (CIRU), Zagreb.
    9. Priporas, Constantinos-Vasilios & Stylos, Nikolaos & Kamenidou, Irene (Eirini), 2020. "City image, city brand personality and generation Z residents' life satisfaction under economic crisis: Predictors of city-related social media engagement," Journal of Business Research, Elsevier, vol. 119(C), pages 453-463.

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