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Postdoc subject

  1. 1. Post Doc Subject Proposal Erasmus Mundus Sustainable eTourism Programme Nov.2011 - Sep. 2012 (10 months) Country: Frabce University: Université Lumière Lyon 2 Domain: Consumer behaviour, marketing, management Post Doc research Title: The co-create of experiences in the tourism field: A fieldwork and a multidisciplinary review of tourist behaviours Background and context This postdoctoral project takes its lead and inspiration from Consumer Culture Theory (CCT; Arnould and Thompson, 2005) and the Service Dominant Logic (SDL; Vargo and Lusch, 2004). CCT highlights that consumption is a socially and (sub)culturally determined practice, while SDL takes its lead from the co-productive processes involved in services. Here particularly skills and knowledge feature in the creation of value. Both theories form a new lens for innovative approaches and new insights into resources and activities on both sides of the counter. The transformation of tourists from ‘passive audiences’ to ‘active players’ (Prahalad and Ramaswamy 2000; Prahalad, 2004), is facilitated by the digital environment. It also resonates with new thinking on consumer-driven value co-creation. Attaching tourists emotionally to the value propositions offered at destinations (Bagozzi et al., 1999) requires the consideration of the consumption situation including the feeling and thinking tourist (Chou, 2009). Marketing management thereby shifts its dominant logic of marketing from a goods- centric logic to a service centric logic. Tourism marketers are thus challenged to review the processes on both sides of the counter. Firstly, they need to revise their understanding of their role and resources in the co-creative process they engage in with the tourist when co-producing experiential benefits. Secondly, and according to the dimensions of CCT, tourism marketers need a firm grasp on how tourists, create meaning and identity, create their own tourism cultures, and generate and employ interpretive strategies to deal with mass-mediated normative messages. Goals and work plan With this in mind, and focusing on the literature on tourist experience, the post-doctorate candidate will be appointed to overtake this project under the supervision a specialized Professor Dr. Wided BATAT in marketing and tourism at the University of Lyon 2. The Post- Doc candidate is expected to analyse the multidisciplinary literature review and conduct online research to answer the following questions: what are the implications for the definition and
  2. 2. creation of customer value? What is the role of the new social media, of family, peers and other tourists in this co-production? What is it actually that is creative when tourist and provider meet? Conversely, there is the business on the other side of the counter. What are the implications for the tourism system, including transport, accommodation, hospitality and the attractions in which tourists feature as producers? If resources and offerings are nothing but value-propositions how does that affect communications with tourists? The outputs of this project are: the publication of papers in leading journals in the tourism, management and marketing field, conducting fieldwork through online study of the tourists behaviour, communications in international conferences. The Post-doc candidate will also be involved in the organization of doctoral seminars, writing reports and giving advices to the PhD students in the tourism field. Keywords (3 to 5) Tourism experience, co-creation, social media, new tourist, consumer behaviour, CCT, S-D logic, postmodernism Publications related to the subject (2 to 3 references): - Arnould, E.J. & Thompson, C.J. (2005), Consumer Culture Theory (CCT): twenty years of research, Journal of Consumer Research, 31, March, pp. 868-882. - Holbrook, M.B. et Hirschman, E.C. (1982), The experiential aspects of consumption: consumer fantasy, feelings and fun, Journal of Consumer Research, 9(2), pp : 132-140. - Holt, D.B. (1995), How Consumers Consume: A typology of consumption practices, Journal of Consumer Research, 22(1), pp. 1-16.