Customer Engagement Concept in Tourism Marketing
Customer Engagement Concept in Tourism Marketing

Summary/Abstract: Until now little is known about the customer engagement (CE) concept in co-creating customer experience and value in tourism industry. The attention to the topic is increasing in academic environment as well as in the business one. It is demonstrated by the growing number of discussions, papers, conferences or seminars. So far, the researchand analysis show several approaches in defining CE with its few nature and scope perceptions. There are also attempts to distinguish the concept from other relational theories. As an integral part of a relationship marketing, CE strategies can be implemented to marketing management especially in service sector. Due to an experiential nature of tourism services and products, business providers are able to engage their customers throughout whole process of consumption. That is why finding the proper way to manage CE activitiescan lead to a competitive advantage. The current study has been taken in accordance to deliver the appropriate tool in concept understanding in discussed industry as well as to summarize important and basic CE issues. The purpose of study is to provide a literaturere view on customer engagement concept in tourism industry. It addresses the gap in the knowledge development of service management, especially in the area of tourism and tourism marketing.

• Details
• Contents