Journal article 995 views 370 downloads
Understanding value creation and word-of-mouth behaviour at cultural events
David Dowell,
Brian Garrod 
,
Jennifer Turner
,
Jennifer Turner
The Service Industries Journal, Pages: 1 - 21
Swansea University Author:
Brian Garrod
-
Microsoft Word | Accepted Manuscript
Download (171.57KB) -
PDF | Accepted Manuscript
Download (688.32KB)
DOI (Published version): 10.1080/02642069.2019.1568997
Abstract
Cultural value is a highly contested concept, despite its undoubted importance to practitioners and policy makers. Reseach into cultural value has, meanwhile, tended to employ a unidimensional value framework. This has hamprered the understanding of behaviour related to the word-of-mouth (WOM) commu...
| Published in: | The Service Industries Journal |
|---|---|
| ISSN: | 0264-2069 1743-9507 |
| Published: |
Taylor and Francis
2019
|
| Online Access: |
Check full text
|
| URI: | https://cronfa.swan.ac.uk/Record/cronfa48135 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Abstract: |
Cultural value is a highly contested concept, despite its undoubted importance to practitioners and policy makers. Reseach into cultural value has, meanwhile, tended to employ a unidimensional value framework. This has hamprered the understanding of behaviour related to the word-of-mouth (WOM) communication behaviour of cultural values. This paper presents a cultural value segmentation based on a multidimensional value framework, allowing a profile of WOM behaviour (both online and offline) of each segment to be developed. The segmentation has four distinct segments of cultural consumer, each with different combinations of cultural values and WOM communication preferences. In this way, the study challenges current understandings of value creation and transfer in cultural settings. By way of practical recommendations, the study favours the use of market segmentation based on multi-dimensional value ‘constellations’, which can not only achieve better audience development but also to encourage wider WOM communication of the values in question. |
|---|---|
| Keywords: |
Culture; Value; Event; Value co-creation; Experience; Segmentation; Word of mouth |
| College: |
Faculty of Humanities and Social Sciences |
| Start Page: |
1 |
| End Page: |
21 |