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 An Exploratory Study of The Perception of Co-Creation Experience in The Tourism Industry: A Case Study in Danang City, Vietnam
Tác giả hoặc Nhóm tác giả: Phạm Thị Lan Hương, Trương Đình Quốc Bảo
Nơi đăng: International Conference, Marketing in the Connected Age MICA, Đà Nẵng, ISBN: 978-604-84-1836-6; Số: 2;Từ->đến trang: 254-263;Năm: 2018
Lĩnh vực: Kinh tế; Loại: Báo cáo; Thể loại: Quốc tế
TÓM TẮT
This study examines the perception of co-creation tourism experience from a tourism expert perspective in Danang city. Reviewing literature and applying in-depth interview with tourism experts who hold the management level in tourism organization of both government and business level are used to explore the perception of current tourism co-creation experience and the evaluation of the potential for development of cocreation tourism in the city. Findings suggest that tourism managements had perceived the co-creation tourism experience, however; the city’s investigation into the development of co-creation products is still spontaneous and straightforward. The potential tourism products of the city developed from the advantage of natural resources such as sea, river, and mountain, which currently stressed on sea tourism only. Natural resources and location of Danang create the most robust capacity to develop co-creation tourism experiences. The results also reveal the lack in both development strategy and management from tourism destination management to cocreation tourism experiences of Danang city. The study also provides some future suggestion for Danang city tourism management.
ABSTRACT
This study examines the perception of co-creation tourism experience from a tourism expert perspective in Danang city. Reviewing literature and applying in-depth interview with tourism experts who hold the management level in tourism organization of both government and business level are used to explore the perception of current tourism co-creation experience and the evaluation of the potential for development of cocreation tourism in the city. Findings suggest that tourism managements had perceived the co-creation tourism experience, however; the city’s investigation into the development of co-creation products is still spontaneous and straightforward. The potential tourism products of the city developed from the advantage of natural resources such as sea, river, and mountain, which currently stressed on sea tourism only. Natural resources and location of Danang create the most robust capacity to develop co-creation tourism experiences. The results also reveal the lack in both development strategy and management from tourism destination management to cocreation tourism experiences of Danang city. The study also provides some future suggestion for Danang city tourism management.
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