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| A Case Study on the Tourism Marketing Operation Model and Innovation Path Based on Value Co-Creation |
| LI Yanqin，CHEN Lingfei，YU Fangyuan |
| Minzu University of China, Beijing, China |
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Abstract This paper adopts the case study method，using the second season of Fliggy’s “Mystery Travel” as a marketing case. Based on consumer experience value co-creation theory，tourism marketing model and innovation path are discussed. This paper constructs the value co-creation engagement model which is verified by the case study. The model answers the questions “what factors influence value co-creation”and“how they influencevalue co-creation”. The results are as follows. The tourism marketing operation model based on co-creation is constructed. This model consists of a co-creation value center and enterprises’ marketing support system. The co-creation value center mainly includes enterprises, special consumers, and general consumers. This model emphasizes the consumers’ experience value matters equally to the value of business performance. This paper proposes five innovation paths to achieve value creation tourism marketing, including enhancing perceptual interaction, improving perceived accessibility, improving perceived fairness, improving input-output ratio, and conducting reasonable sales promotion.
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Received: 07 November 2019
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