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The 'customer journey': Learning from customers in tourism experience encounters
Mid Sweden University, Faculty of Human Sciences, Department of Tourism Studies and Geography. Dalarna University.ORCID iD: 0000-0001-7255-9338
2018 (English)In: Tourism Management Perspectives, ISSN 2211-9736, E-ISSN 2211-9744, Vol. 28, p. 201-210Article in journal (Refereed) Published
Abstract [en]

For micro-tourism firms, customers are a readily-accessible and highly important knowledge source that often remains unutilised. This study explores firm–customer encounters along the customer journey as learning opportunities. Based on data collected through participant observations, interviews and a review of user-generated content, this case study provides an in-depth look into the customer journey, with a Swedish micro-tourism firm. The findings suggest that the possibility to generate knowledge about experiential purposes is conditioned by the firm's ability to bestow encounters with an experience-like quality and promote the customers' transformation into participants. This is facilitated by involving customers, adopting an experiential discourse and utilising in-situ supporting moments to socialise. Firms can also learn about customers' subjective perception of value from user-generated content. The study concludes that in the context of learning from customers, small size provides micro-tourism firms with an opportunity to engage in personal relationships with their customers.

Place, publisher, year, edition, pages
2018. Vol. 28, p. 201-210
Keywords [en]
Experience encounters, Customer knowledge, Customer journey, Micro-tourism firms, Value in experience, Guided-tours
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:miun:diva-34470DOI: 10.1016/j.tmp.2018.09.002ISI: 000448054900019Scopus ID: 2-s2.0-85053495691OAI: oai:DiVA.org:miun-34470DiVA, id: diva2:1250042
Available from: 2018-09-21 Created: 2018-09-21 Last updated: 2018-11-19Bibliographically approved

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Yachin, Jonathan Moshe

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CiteExportLink to record
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Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf