Purpose – This study aims to propose a conceptual framework to capture the essence of memorable experiences. Design/methodology/approach – A conceptual framework based on the service marketing and tourism literature is proposed to understand how memorable experiences are co-created. A particular context is presented to test the hypotheses using structural equation modelling. The quantitative findings are further explained using qualitative data. Findings – The findings show that co-creation, novelty, theming and storytelling serve as antecedents of entertainment, education, escapism and esthetics, consequently resulting in positive memorable experiences. Research limitations/implications – This study aids researchers and managers in understanding and co-creating memorable customer experiences. Originality/value – The metaphor of the journey may help to rethink business models by implementing practices suggested by both marketing and tourism research.

A conceptual framework for co-creating memorable experiences: the metaphor of the journey / S. Angeloni. - In: THE JOURNAL OF CONSUMER MARKETING. - ISSN 0736-3761. - (2022), pp. 1-20. [Epub ahead of print] [10.1108/JCM-03-2022-5230]

A conceptual framework for co-creating memorable experiences: the metaphor of the journey

S. Angeloni
2022

Abstract

Purpose – This study aims to propose a conceptual framework to capture the essence of memorable experiences. Design/methodology/approach – A conceptual framework based on the service marketing and tourism literature is proposed to understand how memorable experiences are co-created. A particular context is presented to test the hypotheses using structural equation modelling. The quantitative findings are further explained using qualitative data. Findings – The findings show that co-creation, novelty, theming and storytelling serve as antecedents of entertainment, education, escapism and esthetics, consequently resulting in positive memorable experiences. Research limitations/implications – This study aids researchers and managers in understanding and co-creating memorable customer experiences. Originality/value – The metaphor of the journey may help to rethink business models by implementing practices suggested by both marketing and tourism research.
Co-creation; Experience economy; Memorable experiences; Metaphor of the journey; Novelty; Theming and storytelling
Settore SECS-P/07 - Economia Aziendale
14-ott-2022
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/2434/943166
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