Real-time co-creation and nowness service: lessons from tourism and hospitality |
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Authors: | Dimitrios Buhalis Yeyen Sinarta |
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Affiliation: | Head of Department of Tourism and Hospitality, Faculty of Management, International Centre for Tourism and Hospitality Research, Bournemouth University, Poole, UK |
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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. |
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Keywords: | Real time nowness smart interactive social media marketing strategy instant gratification tourism hospitality |
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