Co-creating the tourist experience with the digital tourists - a case study of VisitSydsjælland-Møn
Author
Sørensen, Mia
Term
4. term
Education
Publication year
2016
Submitted on
2016-05-31
Abstract
This thesis examines how the destination management organization VisitSydsjælland-Møn (VISM) can shape the tourist experience through digital co-creation. Responding to the increasing digitalization of tourism, the study asks how VISM can facilitate processes that engage tourists in co-creating experiences while delivering high-quality service and strengthening the destination’s competitiveness. Methodologically, the research adopts a moderate social constructivist approach and a case study of VISM, drawing on analysis of VISM’s master plan and semi-structured life-world interviews with VISM employees and tourists holidaying in South Zealand. A literature review reveals a gap in combining tourist experience, co-creation, and smart tourism destination concepts; accordingly, the thesis develops a new framework by refining Neuhofer et al. (2012) and Neuhofer (2016) and incorporating the smart destination concept. Findings indicate that VISM can influence the experience by facilitating an experience space where digital co-creation can occur, increasing tourist involvement by emphasizing tangible benefits, ensuring transparency, and addressing privacy. More fully adopting smart destination principles and strategically using tourists’ digital footprints (e.g., to identify needs and demands) can further enable co-creation, and adequate physical arrangements at the destination are required.
Denne afhandling undersøger, hvordan VisitSydsjælland-Møn (VISM) som destinationsselskab kan være med til at forme turistoplevelsen gennem digital samskabelse. Med udgangspunkt i den voksende digitalisering i turismen spørger studiet, hvordan VISM kan facilitere processer, der engagerer turister i at medskabe oplevelser, samtidig med at destinationen leverer god service og opnår et konkurrencefortrin. Metodisk bygger afhandlingen på en moderat socialkonstruktivistisk tilgang og et casestudie af VISM, baseret på analyse af VISM’s masterplan og semistrukturerede livsverdensinterviews med VISM-medarbejdere og ferierende turister på Sydsjælland. En litteraturgennemgang viser, at der mangler en samlet ramme, der integrerer turistoplevelse, samskabelse og smart turismedestination; derfor udvikles et nyt teoretisk rammeværk ved at videreudvikle Neuhofer et al. (2012) og Neuhofer (2016) samt inddrage smart-destinationsbegrebet. Fundene peger på, at VISM kan påvirke oplevelsen ved at facilitere et oplevelsesrum, hvor digital samskabelse kan finde sted, øge turisternes engagement ved at tydeliggøre deres udbytte, sikre høj grad af transparens og adressere privatliv. En mere konsekvent anvendelse af smart-destinationsprincipper og strategisk brug af turisternes digitale fodspor (fx til at identificere behov og efterspørgsler) kan yderligere understøtte processen, og passende fysiske forudsætninger på destinationen er nødvendige.
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