Details
| Original language | English |
|---|---|
| Title of host publication | Tourism on the Verge |
| Publisher | Springer Nature |
| Pages | 61-77 |
| Number of pages | 17 |
| Publication status | Published - 2016 |
Publication series
| Name | Tourism on the Verge |
|---|---|
| Volume | Part F1059 |
| ISSN (Print) | 2366-2611 |
| ISSN (electronic) | 2366-262X |
Abstract
Due to the ongoing trend of consumer empowerment, the open source movement is becoming increasingly important. Initially created as a counterpart to proprietary software engineering, open source networks exist today in many diverse areas, such as groupings of creatives, educational networks, or collaborative marketing communities. In particular, the latter have received increasing attention by enterprises in the tourism market. Why do consumers participate in a company’s marketing? On which network characteristics is individual participation based? What are the underlying causes and motivational drivers that tourism companies can specifically address to attract consumers to voluntarily participate in community-based marketing projects? Based on actual examples from the tourism industry, relevant theories of motivation, and current research findings, this study provides an overview of the profitable use and integration of communities in marketing campaigns for tourism companies.
Keywords
- Motivation, Open source marketing, Open source networks
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Tourism, Leisure and Hospitality Management
- Social Sciences(all)
- Social Sciences (miscellaneous)
- Social Sciences(all)
- Education
- Social Sciences(all)
- Geography, Planning and Development
Cite this
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Tourism on the Verge. Springer Nature, 2016. p. 61-77 (Tourism on the Verge; Vol. Part F1059).
Research output: Chapter in book/report/conference proceeding › Contribution to book/anthology › Research › peer review
}
TY - CHAP
T1 - Open Source Marketing in Tourism
T2 - Motivational Drivers and Practical Approaches
AU - Wiedmann, Klaus Peter
AU - Langner, Sascha
PY - 2016
Y1 - 2016
N2 - Due to the ongoing trend of consumer empowerment, the open source movement is becoming increasingly important. Initially created as a counterpart to proprietary software engineering, open source networks exist today in many diverse areas, such as groupings of creatives, educational networks, or collaborative marketing communities. In particular, the latter have received increasing attention by enterprises in the tourism market. Why do consumers participate in a company’s marketing? On which network characteristics is individual participation based? What are the underlying causes and motivational drivers that tourism companies can specifically address to attract consumers to voluntarily participate in community-based marketing projects? Based on actual examples from the tourism industry, relevant theories of motivation, and current research findings, this study provides an overview of the profitable use and integration of communities in marketing campaigns for tourism companies.
AB - Due to the ongoing trend of consumer empowerment, the open source movement is becoming increasingly important. Initially created as a counterpart to proprietary software engineering, open source networks exist today in many diverse areas, such as groupings of creatives, educational networks, or collaborative marketing communities. In particular, the latter have received increasing attention by enterprises in the tourism market. Why do consumers participate in a company’s marketing? On which network characteristics is individual participation based? What are the underlying causes and motivational drivers that tourism companies can specifically address to attract consumers to voluntarily participate in community-based marketing projects? Based on actual examples from the tourism industry, relevant theories of motivation, and current research findings, this study provides an overview of the profitable use and integration of communities in marketing campaigns for tourism companies.
KW - Motivation
KW - Open source marketing
KW - Open source networks
UR - http://www.scopus.com/inward/record.url?scp=85014922332&partnerID=8YFLogxK
U2 - 10.1007/978-3-642-54089-9_5
DO - 10.1007/978-3-642-54089-9_5
M3 - Contribution to book/anthology
AN - SCOPUS:85014922332
T3 - Tourism on the Verge
SP - 61
EP - 77
BT - Tourism on the Verge
PB - Springer Nature
ER -