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Members as Participating Supporters and Front Line Co-Creators: Spatial Aspects of Member Interactions in Tourism Settings
Högskolan Väst, Institutionen för ekonomi och it, Avd för företagsekonomi.ORCID-id: 0000-0002-1991-4588
2009 (engelsk)Inngår i: Uddevalla Symposium 2009 The Geography of Innovation and Entrepreneurship / [ed] Iréne Bernhard, Trollhättan: University West , 2009, s. 861-876Konferansepaper, Publicerat paper (Fagfellevurdert)
Abstract [en]

Many customers of today are members in a variety of membership progammes. In the tourism and hospitality industry membership programmes are of increasing importance as competitive marketing tools. Memberships have been applied in different ways in tourism settings since the 1970s. Gradually memberships have developed from merely rewarding loyal or frequent customers into building long-term relationships generating mutual value. In this study member interaction is approached from a relationship marketing perspective focusing on member interaction as participation, co-creation, and, retention related to spatial aspects. The purpose is to study different kinds of member interaction and furthermore to discuss possible relationships between interaction and distance i.e. the distance between members´ homes and the supported attraction. A survey of 755 members was conducted at a major tourist attraction. Results show that member interactions as support, number of visits, use of information channels, member recruitment, performing volunteer work and appreciation of member work show significant differences due to how far away members live. Further studies of the individual members are needed to find ways of developing memberships as strategic resources and especially member interactions as important innovative elements in performance and competition in tourism settings.

sted, utgiver, år, opplag, sider
Trollhättan: University West , 2009. s. 861-876
Serie
Forskningsrapport / Högskolan Väst , ISSN 1653-7831 ; 2009:02
HSV kategori
Forskningsprogram
SAMHÄLLSVETENSKAP, Företagsekonomi
Identifikatorer
URN: urn:nbn:se:hv:diva-2928ISBN: 978-91-633-5571-4 (tryckt)OAI: oai:DiVA.org:hv-2928DiVA, id: diva2:379491
Konferanse
The 12th Uddevalla Symposium, 11-13 June 2009, Bari, Italy
Tilgjengelig fra: 2010-12-17 Laget: 2010-12-14 Sist oppdatert: 2020-03-05bibliografisk kontrollert

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Olsson, Anna Karin

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