Bournemouth University

Graduate Student, School of Tourism

PhD student

Thesis Title: Consumers as producers: customer-to-customer co-creation in the context of festival experiences

About

Part of the John Kent Institute in Tourism and the e-Tourism Lab at Bournemouth University, I am working on a research project (currently) entitled: "Consumers as producers: customer-to-customer co-creation in the context of festival experiences". The research commenced in October 2010 and is looking at the social aspects customer value in the context of multi-day festival experiences.

Abstract:
Approached from the perspective of the Service-Dominant logic in marketing, (Vargo & Lusch, 2004) this research explores customer-to-customer (C2C) interactions as a source of value co-creation in experiential and socially dense festival contexts. Value is viewed as an inter- and intra-subjective construct that emerges dynamically from customers’ social co-creation experiences.
A reflexive, qualitative methodological strategy guided by the social constructionist stance is proposed, with data collected through naturalistic ethnographic-style methods in five different festival settings. A framework centred on C2C co-creation and value in socially dense consumption contexts is developed, contributing theoretically in further development of the S-D logic paradigm, and assisting service marketers in designing value propositions that would better support and facilitate C2C co-creation.

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