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Provides a unique assembly of methods, practices and cases for the use of social media in tourism
With its coherent framework this book is suitable both as an introductory work and a reference for professionals and researchers alike
Links recent trends like Open Innovation and Crowdsourcing to the tourism industry
Open Innovation, Crowdsourcing and Co-creation have recently attracted a lot of attention among academics, as well as in practice, and they have become intensively researched and discussed topics. Their use has already been discussed in various domains and different settings and the body of literature on them has been continuously growing. Looking at the diversity of the projects and initiatives from all over the world, it can be stated that these phenomena have already found their way into a large variety of areas of industry and society.
The tourism industry is one of the biggest industries and its markets are largely saturated, with constantly falling profit margins on the one hand, and with fast changing needs and demands of customers on the other hand. The need for change, renewal and differentiation is based on a complex field of forces; therefore the capability to innovate has become an essential factor for the existence of a company.
Especially the development of the internet and its revolutionary impact on the product and process level of companies has caused an increase in innovation literature in tourism. However, it seems even more surprising that so far, little to no attention has been given to the paradigm shift in innovation management from “closed” to open innovation forced by the internet, and above all Social Media.
The book examines the concepts of Open Innovation, Crowdsourcing and Co-creation from a holistic point of view and analyzes them considering their suitability to the tourism industry. Methods, theories and models are discussed and examined regarding their practical applicability in tourism. The book suits academics and practitioners in the tourism industry alike and illustrates the theoretical mechanisms and principles of Open Innovation, Crowdsourcing and Co-creation with case studies and best practices examples. In addition to the scientific target group, the book targets managers of the entire tourism industry.
Content Level »Research
Keywords »co-creation in tourism - crowdsourcing in tourism - e tourism - open innovation in tourism - open source marketing - social media in tourism
Part A: Theoretical Fundamentals and Concepts.- Part B: Case Studies - Information Level.- Part C: Case Studies - Creation Level.- Part D: Case Studies - Provision Level.- Part E: Further Open Tourism Examples and Cases.