Sharing and Co-creating Experiences in a Destination Choice Process Regarding Northern Jutland
Author
Dalsgaard, Charlotte
Term
4. term
Education
Publication year
2015
Submitted on
2015-05-29
Pages
105
Abstract
I dagens rejsemarked er internettet og sociale medier centrale kilder til ekstern information, som påvirker turisters valg af destination. Denne afhandling undersøger, i hvilken grad turismeaktører i Nordjylland kan bruge sociale medier til at facilitere samskabelse og deling af oplevelser, og hvilke elementer af gæsteoplevelsen der bør fremhæves for at tiltrække flere gæster og øge kendskabet til Nordjylland. Med udgangspunkt i et casestudie af Nordjylland opdateres Um og Cromptons (1990) model for valg af feriedestination med nyere elementer som oplevelser, samskabelse, tilfredshed, sociale medier og storytelling, og der foreslås en operationel ramme for analyse af valgprocessen. Undersøgelsen følger et pragmatisk mixed methods-design og kombinerer semistrukturerede interviews, netnografi af Facebook, Instagram og Snapchat samt analyse af en spørgeskemaundersøgelse blandt rejsende i Aalborg Lufthavn. Analysen omfatter både online dialoger og dele- og samskabelsespraksisser samt den fysiske turistoplevelse (værdi for pengene/ressourceforbrug, naturoplevelser, servicekvalitet, socialt miljø, leg og fritid, effektivitet og information). Afhandlingen konkluderer, at turismeaktører kan anvende sociale medier til at involvere turister og lokale i dialoger, hvor de samskaber og deler oplevelser til gensidig værdi, hvilket kan tiltrække flere besøgende og øge den digitale opmærksomhed om Nordjyllands tilbud. Resultaterne giver praksisnære anbefalinger til at styrke online tilstedeværelse og til, hvilke oplevelseselementer der med fordel kan promoveres.
In today’s travel market, the internet and social media are key external information sources shaping tourists’ destination choices. This thesis examines the extent to which tourism operators in Northern Jutland can use social media to facilitate the co-creation and sharing of experiences, and which aspects of the visitor experience should be promoted to attract more tourists and build awareness of Northern Jutland. Using a case study of Northern Jutland, it updates Um and Crompton’s (1990) Pleasure Travel Destination Choice Process model with contemporary elements—experiences, co-creation, satisfaction, social media, and storytelling—and proposes an operational framework for analyzing the choice process. Adopting a pragmatic mixed-methods design, the study combines semi-structured interviews, netnography of Facebook, Instagram, and Snapchat, and analysis of a traveller survey collected at Aalborg Airport. The analysis covers online dialogues and practices of sharing and co-creation as well as the physical tourist experience (value for money/resources spent, nature, service quality, social environment, fun and leisure, efficiency, and information). The thesis concludes that tourism operators can employ social media to engage tourists and locals in dialogues that co-create and share experiences for mutual value, which can attract additional visitors and increase online awareness of Northern Jutland’s offerings. The findings provide practical guidance on strengthening digital initiatives and on which experience elements are most promising to promote.
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