Customer empowerment in tourism through consumer centric marketing (CCM)

Outi Niininen · Dimitrios Buhalis · Roger March

146 citations0/0 files storedQualitative Market Research An International Journal

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Digital Marketing and Social Media Diverse Aspects of Tourism Research Service and Product Innovation

Abstract

Purpose The purpose of this paper is to explain consumer centric marketing (CCM) and adopt this new technique to travel context. The paper seeks to outline the benefits and disadvantages of the CCM together with warnings of typical caveats. Design/methodology/approach The paper provides an exploration of the CCM concept and demonstrates several applications in the tourism, travel and hospitality industries. Findings CCM will be expected as the norm in the travel industry by customers of the future, yet it is only the innovators who gain real tangible benefits from this development. Practical implications The paper offers tangible examples for the travel industry on how to utilise this new technology. The technology is already available and the information communication technologies (ICT) companies are keen to establish ways as to how consumers can utilise it, i.e. by providing “content” for these ICT products the travel industry can fully gain from these developments and also enhance consumers' gains from it. This can result in more satisfied customers for the travel (as well as ICT) companies thus truly adopting the basic philosophy of marketing. Originality/value The paper outlines current and future opportunities to truly place customers at the centre and provide organisations with some real savings/gains through the use of ICT.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 146 citations exist upstream.

References

2012The Practice of Management 2000The Antecedents and Consequences of Customer-Centric Marketing 2003eTourism: Information technology for strategic tourism management 2004Innovation or customer orientation? An empirical investigation 2003Customer Relationship Management—A Driver for Change in the Structure of the U.S. Lodging Industry 2000Experience-based Travel 2000A relationship‐building model for the Web retail marketplace 2000Business effectiveness and professional service personnel Relational or transactional managers?

Cited by

2018Consumer empowerment in consumer–firm relationships: conceptual framework and implications for research 2009Empowerment als Ansatzpunkt zur effektiven Steuerung der Kundenintegration? — Eine konzeptionelle Analyse 2014Factors Influencing Cosmetics Purchase Intention in Thailand: A Study on the Relationship of Credibility and Reputation with in Persuasive Capabilities of Beauty Bloggers.2016Brand Equity Research Using Online Customer Ratings of Spanish Hotels 2013A Proposed Framework for E-Commerce Usage and Competitive Advantage on Small and Medium Tourism Enterprises (SMTES) in Lebanon

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.