Real-time co-creation and nowness service: lessons from tourism and hospitality

By Dimitrios Buhalis, Yeyen Sinarta. Journal of Travel & Tourism Marketing, 2019

673 citations recorded by the source corpus.

ABSTRACT Brands take advantage of technology, social media and constant connectivity to foster organic consumer engagement and interactions towards co-creating personalised customer service. Real-time service offers dynamic engagement with connected consumers. Brands in tourism and hospitality use technology to dynamically enhance consumer experience through co-creation. The integration of real-time consumer intelligence, dynamic big data mining, artificial intelligence, and contextualisation can transform service co-creation by mobilising recourses in the ecosystem. Nowness service emerges by dynamically engaging consumers in experience cocreation in real time. It has five interconnected characteristics that revolutionise the tourism and hospitality, namely: real-time, co-creation, data-driven, consumer-centric and experience co-creation.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/ec8291ec00f580ae84dd92e637f9a3e845c85ef9

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1. M. Rabbani
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4. Malik Zia-ud-Din
5. Qinghua Fu
6. Huidong Sun
7. Muhammad Safdar Sial

Citations in the corpus

• CSR, Co-Creation and Green Consumer Loyalty: Are Green Banking Initiatives Important? A Moderated Mediation Approach from an Emerging Economy (2020, background): “More recently, Buhalis and Sinarta [76] mentioned that co-creation is the mechanism that companies can use in order to develop products which consumers accept happily.”