Technological challenges in ecotourism: value co-creation platforms virtual and consequences
Keywords:
Co-creation of value, ecotourism, motivation, participation, game mechanics
Abstract
This research try to examine the value co-creation (VCC) applied to online plataforms on ecotourism. Our study focuses on ecotourism because in recent years presented great development and has become an important driver of economic growth in various countries.
Consumer behavior has changed to become active, participatory and collaborative actors in the demand for products or services. Therefore, business models have been adapted and transformed. Technology is the key factor for the development of these new models, through interactive platforms that allow the consumer to consult information, seek offers, express opinions, comment on products or services. So, ecotourism is no stranger to the implementation and development of these platforms, ecotourists also experience this whole process and co-create value.
With this study we hoped to identify motivational factors that influence ecotourist's participation on value co-creation. At the same time, this relationship can be mediated by ecotourist typology, so we will analyze how is the profile ecotourist.
Likewise, we will deepen the consequences of the VCC such as satisfaction with own performance and e-wom after the value co-creation experience. Finally, two success stories about VCC will be shown: NaturaLista (Mexico) and Wikiloc (Spain) to examine the toolkits and game mechanics implemented on these platforms.
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da Silva Brito, R. D., Contreras Pinochet, L. H., Luiz Lopes, E., & de Oliveira, M. A. (2018). Development of a gamification characteristics measurement scale for mobile application users. Desenvolvimento de Uma Escala de Mensuração de Características de Gamificação Para Usuários de Aplicativos Em Dispositivos Móveis., 13(1), 1–16. Retrieved from http://10.0.72.136/1980-4865.1311-16
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Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and Intrinsic Motivation to Use Computers in the Workplace. Journal of Applied Social Psychology, 22(14), 1111–1132. https://doi.org/10.1111/j.1559-1816.1992.tb00945.x
de Paz, B. M. (2013). Gamification: A tool to improve sustainability efforts. Ph. D. dissertation.
Deci, E. L., & Ryan, R. M. (2000). The" what" and" why" of goal pursuits: Human needs and the self-determination of behavior. Psychological Inquiry, 11(4), 227–268.
Deterding, S., Khaled, R., Nacke, L. E., & Dixon, D. (2011). Gamification: Toward a definition. In CHI 2011 gamification workshop proceedings (Vol. 12). Vancouver BC, Canada.
Dolnicar, S., Crouch, G. I., & Long, P. (2008). Environment-friendly Tourists: What Do We Really Know About Them? Journal of Sustainable Tourism, 16(2), 197–210.
https://doi.org/10.2167/jost738.0
Eagles, P. F. J., & Cascagnette, J. W. (2014). Canadian Ecotourists. Tourism Recreation Research, 20(1), 22–28. https://doi.org/10.1080/02508281.1995.11014729
Flores, J., & Vasquez-Parraga, A. Z. (2015). The impact of choice on co-produced customer value creation and satisfaction. Journal of Consumer Marketing, 32(1), 15–25. https://doi.org/10.1108/JCM-04-2014-0931
Franke, N., & Schreier, M. (2010). Why customers value self‐designed products: The importance of process effort and enjoyment. Journal of Product Innovation Management, 27(7), 1020–1031.
Füller, J. (2010). Refining Virtual Co-Creation from a Consumer Perspective. California Management Review, 52(2), 98–122. https://doi.org/10.1525/cmr.2010.52.2.98
Füller, J., Mühlbacher, H., Matzler, K., & Jawecki, G. (2010). Consumer empowerment through internet-based co-creation. Journal of Management Information Systems, 26(3), 71–102. https://doi.org/10.2753/MIS0742-1222260303
Galley, G., & Clifton, J. (2004). The Motivational and Demographic Characteristics of Research Ecotourists: Operation Wallacea Volunteers in Southeast Sulawesi, Indonesia. Journal of Ecotourism, 3(1), 69–82. https://doi.org/10.1080/14724040408668150
Gebauer, J., F??ller, J., & Pezzei, R. (2013). The dark and the bright side of co-creation: Triggers of member behavior in online innovation communities. Journal of Business Research, 66(9), 1516–1527. https://doi.org/10.1016/j.jbusres.2012.09.013
Grissemann, U. S., & Stokburger-Sauer, N. E. (2012). Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance. Tourism Management, 33(6), 1483–1492. https://doi.org/10.1016/j.tourman.2012.02.002
Grönroos, C. (2008). Service logic revisited: who creates value? And who co‐creates? European Business Review, 20(4), 298–314. https://doi.org/10.1108/09555340810886585
Gummesson, E., & Mele, C. (2010). Marketing as Value Co-creation Through Network Interaction and Resource Integration. Journal of Business Market Management, 1–18. https://doi.org/10.1007/s12087-010-0044-2
Hsieh, P.-L. (2015). Encounters in an Online Brand Community: Development and Validation of a Metric for Value Co-Creation by Customers. CyberPsychology, Behavior & Social Networking, 18(5), 286–295. https://doi.org/10.1089/cyber.2014.0524
Huotari, K., & Hamari, J. (2012). Defining gamification: a service marketing perspective. In Proceeding of the 16th international academic MindTrek conference (pp. 17–22). ACM.
Hvenegaard, G. T. (2002). Using Tourist Typologies for Ecotourism Research. Journal of Ecotourism, 1(1), 7–18. https://doi.org/10.1080/14724040208668109
Ibañez, R., & Rodríguez, I. (2012). Tipologías y Antecedentes de la Actividad Turística: Turismo Tradicional y Turismo Alternativo. Medio Ambiente y Política Turística. Tomo 1: Ecología, Biodiversidad y Desarrolllo Turístico, 17–33.
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Published
2020-03-29
How to Cite
Hernández López, L., & Del Barrio García, S. (2020, March 29). Technological challenges in ecotourism: value co-creation platforms virtual and consequences. Journal of Tourism and Heritage Research, 3(2), 130-150. Retrieved from https://jthr.es/index.php/journal/article/view/165
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