How do consumers co-create their experiences? An exploration in the heritage sector

Minkiewicz, Joanna, Evans, Jody and Bridson, Kerrie 2014, How do consumers co-create their experiences? An exploration in the heritage sector, Journal of marketing management, vol. 30, no. 1-2, pp. 30-59, doi: 10.1080/0267257X.2013.800899.

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Title How do consumers co-create their experiences? An exploration in the heritage sector
Author(s) Minkiewicz, Joanna
Evans, Jody
Bridson, KerrieORCID iD for Bridson, Kerrie
Journal name Journal of marketing management
Volume number 30
Issue number 1-2
Start page 30
End page 59
Total pages 30
Publisher Taylor & Francis
Place of publication Abingdon, England
Publication date 2014
ISSN 0267-257X
Keyword(s) co-creation
service-dominant logic
co-creation of the experience
heritage sector
Summary Whilst the body of work around co-creation has grown, co-creation continues to be considered from a value perspective with key questions, such as what is actually being co-created, remaining unanswered. This article moves beyond value to experiences and explores co-creation of the consumption experience. The research examines the manifestations and antecedents of co-creation of the consumption experience from a consumer angle and presents a co-creation framework. Customer critic analysis with consumers from two exemplar heritage organisations is used to investigate co-creation. The findings illuminate three facets of co-creation: co- production, engagement, and personalisation. This paper addresses a gap in Service- Dominant Logic theory, arts/heritage, and broader marketing literature by distinguishing between co-creation of value and co-creation of the consumption experience and proposing a definitive conceptualisation of the latter. The proposed model progresses the co-creation discussion to an empirical level and provides a foundation for future research.
Language eng
DOI 10.1080/0267257X.2013.800899
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2013, Westburn Publishers
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Document type: Journal Article
Collections: Faculty of Business and Law
School of Management and Marketing
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