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2 results on '"consumer journey model"'

1. The consumer journey in the digital age: the challenges faced by destination and place marketing agencies

Author

Tamsin Scott, Simon M. Smith, Neil Moore, Peter Scott, Tony Ward, Peter Stokes, and Caroline Rowland

Subjects
Marketing, Return on marketing investment, Digital marketing, business.industry, destination marketing, consumer journey model, General Medicine, Public relations, Marketing mix, Marketing science, Qualitative marketing research, Marketing management, place marketing, business, Marketing research, Relationship marketing
Abstract

The file attached to this record is the author's final peer reviewed version. The Publisher's final version can be found by following the DOI link. Abstract: This 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.

Published
2017

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

Author

Caroline Rowland, Neil Moore, Peter Scott, Tony Ward, Peter Stokes, Tasmin Scott, and Simon M. Smith

Subjects
Knowledge management, Process (engineering), destination marketing, social media, consumer behaviour, digital era, Empirical research, Argument, Social media, Business, Sociology, UK, Marketing, Consumer behaviour, marketing agencies, Digital marketing, T1, business.industry, consumer journey model, United Kingdom, Computer Science Applications, Europe, Diagrammatic reasoning, Vignette, tourism industry, tourist destinations, internet, business, place marketing
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.

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