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Digital identity and the construction of distinctiveness by American wineries
Institution:1. Department of Management, Information Systems and Entrepreneurship, Washington State University, Tri-Cities, United States;2. School of Hospitality Business Management, Washington State University, Tri-Cities, United States;1. William F. Harrah College of Hospitality, University of Nevada, Las Vegas, 4505 Maryland Parkway, Box 456021, Las Vegas, NV, 89154-6021, United States;2. Strategic Coordinator, Drew Las Vegas, United States;1. School of Business and Tourism Management, Yunnan University, Kunming, 650091, China;2. Tourism and Social Administration College, Nanjing Xiaozhuang University, Nanjing, 211171, China;3. School of Hospitality Business Management, Carson College of Business, Washington State University, Pullman, WA, 99164-4742, USA;4. Department of Apparel, Events, and Hospitality Management, College of Human Sciences, Iowa State University, Ames, IA, 50011-1078, USA;5. School of Management, Xiamen University, Xiamen, 361005, China;1. Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Boulevard, Orlando, FL 32819, United States;2. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong Kong;1. Bertolon School of Business, Salem State University, Salem, MA, USA;2. Hospitality Management, College of Education, Health and Human Services, Kent State University, Kent, OH, USA;3. School of Hotel, Restaurant, and Tourism Management, University of South Carolina, Columbia, SC, USA;1. William F. Harrah College of Hospitality Management, University of Nevada Las Vegas, 4505 S. Maryland Parkway, Suite 351, Las Vegas, NV, 89154, United States;2. University of Houston, Conrad N. Hilton College of Hotel and Restaurant Management, University of Houston, 4500 University Drive, Suite 236, Houston, TX 77204, United States
Abstract:Hospitality and tourism entrepreneurs need to balance uniqueness with conformity. Organizational identity theory proposes that an organization’s central and enduring attributes make it distinctive while helping observers categorize it. Since distinctive value creation is central to success in hospitality, this study asks how entrepreneurs in hospitality and tourism construct distinctive identity claims and how these identities help firms create distinctive value. The research context is the American winemaking industry, where entrepreneurs strive to present their wineries as destinations. The data comes from the digital identity statements of 314 members of the WineAmerica trade association. We identify seventeen identity themes and several clusters of themes that demonstrate how entrepreneurial claims shape distinctive organizational identities and contribute to distinctive value creation.
Keywords:Hospitality and tourism entrepreneurship  Wineries  Organizational identity  Category theory  Optimal distinctiveness
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