Reconceptualising Buyer Behaviour in the Digital Era: An Emergent Journey.

Date
2017-02-01
Authors
Scott, Peter
Scott, Tasmin
Stokes, Peter
Moore, Neil
Smith, Simon M.
Rowland, Caroline
Ward, Tony
Journal Title
Journal ISSN
ISSN
Volume Title
Publisher
Inderscience
Peer reviewed
Yes
Abstract
his conceptual paper evolved from an extensive literature review and a consultancy project conducted via a UK University Business School/commercial sector collaboration. The paper explores how the digital age is presenting challenges for destination and place marketing agencies. Key trends in consumer behaviour are identified and their significance is examined. The context is largely the European tourism sector with a particular focus on the UK. The paper argues that many place and destination marketing agencies are not responding to the challenges of the digital era. With this as the backdrop, a novel conceptualisation of the customer journey model is offered which can be tested empirically. A vignette supports the model and this illustrates the complexities in consumer behaviour that are involved in a decision over where to take a city break. The paper concludes with strategic recommendations for destination and place marketing agencies.
Description
Keywords
destination marketing, place marketing, consumer journey model, consumer behaviour, digital era, internet, social media, marketing agencies, Europe, UK, United Kingdom, tourism industry, tourist destinations
Citation
Scott, P., Scott, T., Stokes, P., Moore, N., Smith, S.M., Rowland, C. and Ward, A. (2017) Reconceptualising Buyer Behaviour in the Digital Era: An Emergent Journey. International Journey of Technology Marketing 12 (2) pp. 165-179
Research Institute
Centre for Enterprise and Innovation (CEI)