New area of Marketing where technology and digitalization have leveraged consumers to be part of companies, participating in the innovation and development of products and services through value co-creation activities.
Published in Chapter:
Marketing 4.0 and Internet Technologies in the Tourism Industry Context
María Ángeles García-Haro (Open University of Cataluña, Spain), María Pilar Martínez-Ruiz (University of Castilla-La Mancha, Spain), Ricardo Martínez-Cañas (University of Castilla-La Mancha, Spain), and Pablo Ruiz-Palomino (University of Castilla-La Mancha, Spain)
Copyright: © 2021
|Pages: 11
DOI: 10.4018/978-1-7998-3473-1.ch115
Abstract
Nowadays, there is a new area of Marketing named Marketing 4.0 where technology and digitalization have leveraged consumers to be part of companies, participating in the innovation and development of products and services through value co-creation activities. Especially, social media have an impact on the Tourism industry. Tourism activities are considered as a huge network of agents co-creating experiences. Every day, thousands of travelers and tourists create multimedia content, share comments and upload their photographs, videos, and suggestions. They share their experiences in a destination, using social media. Consequently, companies must respond to these comments and ideas in order to create a positive image of the tourist company. It is about to co-create tourist products and services in a collaborative way peer-to-peer between consumers and companies and motivate and inspire other travelers to visit the tourist destination.