مقاله انگلیسی رایگان در مورد آزمایش بازاریابی محل از طریق یک لنز منطق غلبه خدمت – الزویر 2018

The traveler (or city-customer) should be viewed as a major co-creator of the value extracted from her or his destination (or city) experience. Consumer resources such as energy, mental disposition, expertise, or involvement may be crucial to explain the final value perceived. It is not clear, however, how effectively the concept of co-creation has been incorporated within place marketing. This research takes a step forward toward covering this gap by: (1) drawing on service-dominant logic and related perspectives to propose a co-creation-led, baseline framework; (2) conducting a systematic review of quantitative place-marketing research that has attempted to incorporate the value co-creation perspective; (3) critically reviewing these research efforts; and (4) providing future research avenues. Overall, this research shows that quantitative place-marketing literature is advancing towards incorporating the co-creation proposal, although that is primarily so in destination and hospitality contexts. There is still a long way to go, however, before a consensus is reached on many fundamental aspects.

Introduction

Like other marketing sub-disciplines, place marketing has predominantly drawn on good-dominant logic (GDL), in which products are viewed as imbued with value, and the responsibility and power for value creation is, therefore, given to the providers (Vargo & Lusch, 2004). Under GDL, the place is viewed as a value-embedded product or bundling of products leading to a specific competitive position in the global market (Kotler, Haider, & Rein, 1993). This perspective has been challenged by several place-marketing researchers who argue that place marketing has special characteristics related to: (1) the complexity and uniqueness of place as a product or bundling of products (Kotler, Asplund, Rein, & Heider, 1999), (2) the complexity of organizational mechanisms for marketing places derived from the dispersion of power and responsibility among many stakeholders (Bennett, 1999; Kavaratzis & Ashworth, 2008), and (3) the ways in which branding theory can be applied (Ashworth & Voogd, 1990; Warnaby, 2009). Following these arguments, the traditional marketing practice structured around the four Ps framework was expanded to seven and eight Ps, to capture the singular characteristics of tourism and hospitality services (tourism marketing mix) (Morrison, 2010; Shoemaker & Shaw, 2008). Pike and Page (2014) go on to argue that places are unique and marketing them is not a simple process of translating conventional marketing theory and practice derived from goods and services marketing. They see the role of events in transforming cities as a paradigmatic example of the singularities of place marketing. This maladjustment with conventional goods-led marketing has also occurred in other disciplines, such as service marketing and industrial marketing. A crucial step towards a disruptive conceptualization of marketing was the consideration of the customer as co-creator of value. In the early 2000s, various related research streams challenged GDL, product-focused, and one-way marketing strategies, stressing the prominence of customers in value creation. Competitive logic (Prahalad & Ramaswamy, 2004), service logic (Grönroos, 2008), service-science (Maglio & Spohrer, 2008; Vargo & Maglio, 2008), and service-dominant logic (SDL) (Vargo & Lusch, 2004; 2008; 2016) are some of the approaches that emphasize customer contribution in value creation, the latter probably being the most influential. These different approaches have been developed concurrently, although sometimes in a divergent manner.