ENTER2019

1. Co-creating value in destination
management levering
on stakeholder engagement
Mariapina Trunfioa, Maria Della Luciab
aUniversity of Naples ‘Parthenope’, Italy
bUniversity of Trento, Italy

2. Theoretical background:
value co-creation in marketing and service science
2
Co-creation experience (Prahalad e Ramaswamy, 2000; 2003; 2004)
Service science and service dominant logic (Gummerson, 2008; Vargo e
Lush, 2004; 2008; Vargo et al., 2008; 2011; Grönroos e Voima, 2013)
Service science, marketing and consumer behavior, innovation and
technology (Galvagno e Dalli, 2014)
Consumer perspective
31 January 2019 ENTER2019 – Research Track

3. 3
Dynamic co-creation experience (Campos, Mendes, Valle and Scott, 2018;
Rihova, Buhalis, Moital and Gouthro, 2014; Neuhofer, Buhalis and Ladkin, 2012;
Sfandla and Björk, 2013; Tussyadiah and Fesenmaier, 2009)
Value co-creation in digital era (Cabiddu, Lui, and Piccoli, 2013; Gyimóthy,
Munar and Larson, 2014; Hay, Page and Buhalis, 2013; Mariani, Di Felice and
Mura, 2016; Munar, 2012; Trunfio and Della Lucia, 2018)
Destination value co-creation (Melis, McCabe and Del Chiappa, 2015)
Tourist and stakeholder perspective
Theoretical background:
value co-creation in tourism
ENTER2019 – Research Track31 January 2019

4. 4
Stakeholder engagement in destination as a result of two drivers (Trunfio
and Della Lucia, 2018):
 Off-line participatory decision-making tools: training, branded thematic
networks and stakeholder dialogues (Byrd, 2007; Go and Trunfio, 2011;
Go, Trunfio, Della Lucia, 2013; Plaza-Ubeda, Burgos-Jiminez, and
Carmona-Moreno, 2010; Yang, Qi Shen, Bourne, Man-Fong Ho and Xue,
2011)
 Online - destination web site: e-information platform, e-commerce
platform and e-participative platform (Minchetti and Buhalis, 2010;
Gyimóthy, Munar and Larson, 2014; Park and Gretzel, 2007; Sigala and
Marinidis, 2012)
Theoretical background:
stakeholder engagement in digital era
ENTER2019 – Research Track31 January 2019

5. 5
Strategic approaches
in destination value co-creation
Participative
strategic
approach
Information
strategic
approach
e-partecipative
strategic
approach
Integrated
strategic
approach
Stakeholder engagement off-line
High
Low
Low High
Stakeholder engagement online
DRIVERS
of value
co-creation
ENTER2019 – Research Track
Source: Adaptation from Trunfio&Della Lucia, 2018
31 January 2019

6. Four Italian Regions
whose DMOs operate
independently from the regional
government
31 January 2019

7. 7
Strategic approaches in destination
value co-creation of 4 in Italian regions
Source: Adaptation from Trunfio&Della Lucia, 2018
Participative strategic
approach
Information strategic
approach
E-partecipative strategic
approach
Integrated strategic
approach
Stakeholder engagement off-line
High
Low
Low HighStakeholder engagement online
31 January 2019
High

8. 8
 Italian regional destinations are currently using a range of strategic
approaches in destination value co-creation capitalizing on diverse
forms of off or online stakeholder engagement
 Digitalization plays a relevant role in enhancing stakeholder engagement
and destination value co-creation
 Destination value co-creation (Puglia region) occurs when DMOs lever
on the synergetic relationship between e-democracy and e-governance
(Go and Trunfio, 2011; Sigala and Marinidis, 2012) and participatory
stakeholder engagement off-line (Byrd, 2007; Go, Trunfio, Della Lucia,
2013; Plaza-Ubeda et al., 2010; Yang et al., 2011)
Discussion and conclusion
ENTER2019 – Research Track31 January 2019

9. 9
 Model improvement: identifying additional dimensions and variables
measuring the relationship between stakeholder engagement tools
and destination co-creation
 Clustering stakeholders: considering the attitude, use and adoption of
diverse forms of engagement tools (off-line and online)
 Modelling governance impacts: on the strategic approaches in
destination value co-creation and on destination performance
 Cross-country analysis (a regional level and a national level): in order
to define diverse models of stakeholder engagement in destination
management
Future research
ENTER2019 – Research Track31 January 2019

10. Thank You!
trunfio@uniparthenope.it
maria.dellalucia@unitn.it