The Impact of Smart Destinations on Co-Creation of Value

Yıl 2022, Cilt: 13 Sayı: 36, 858 - 879, 02.08.2022

Neslihan Cavlak

https://doi.org/10.31198/idealkent.1037612

Öz

Consumers aspire to co-create value with good and service providers in order to have experiences in line with their wishes and expectations. Destinations are getting smarter with the advances in technology that contributes to the co-creation of value by tourists. In this article, the effect of the smart city concept on the co-creation process of tourists was studied. Accordingly, the concept of value was examined; the questions of how customer value is created in the tourism industry and how co-creation takes place were addressed. In this study, secondary sources were used extensively, and document analysis was applied. Moreover, the concepts of smart city and smart destination were examined and the contributions of the smart city application to the value creation process of the customers were evaluated. The study exposes that smart destinations positively affect the co-creation of value by tourists and provide them with different and unforgettable experiences. On the other hand, it points out that co-creation of value is important for destinations to achieve sustainable success and provide competitive advantage. In this study some examples were presented to destination managers and marketers to co-create value by using innovative technologies.

Anahtar Kelimeler

Smartness, Smart Technologies, Vacationers, Destination, Value Creation

Akıllı Destinasyonların Birlikte Değer Yaratımına Etkisi

Öz

Günümüzde tüketiciler kendi istek ve beklentileri doğrultusunda deneyimler yaşayabilmek için mal ve hizmet sağlayıcıları ile işbirliği yaparak birlikte değer yaratmak istemektedir. Teknolojideki ilerlemeler ile her geçen gün daha akıllı olan destinasyonlar, turistlerin birlikte değer yaratımına katkıda bulunmaktadır. Bu çalışmada, son yıllarda destinasyon pazarlamasında önem kazanan akıllı şehir kavramının turistlerin birlikte değer yaratımı sürecine etkisi araştırılmıştır. Bu çerçevede turizm endüstrisinde müşteri değerinin nasıl yaratıldığı ve birlikte değer yaratımının nasıl gerçekleştiği sorularına yanıt aranmıştır. Çalışmada geniş ölçüde ikincil kaynaklar kullanılmış ve doküman analizi yapılmıştır. Çalışmada akıllı şehir ve akıllı destinasyon kavramları incelenmiş; akıllı şehir uygulamasının müşterilerin değer yaratım sürecine katkıları değerlendirilmiştir. Ayrıca destinasyon yöneticilerinin ve pazarlamacıların yenilikçi teknolojileri kullanarak birlikte değer yaratımına nasıl katkıda bulunduklarına dair çeşitli örnekler sunulmuştur. Bu çalışmada birlikte değer yaratımının, destinasyonların sürdürülebilir bir başarı elde edebilmeleri ve rekabet avantajı sağlamaları açısından önemli olduğuna işaret edilmiştir. Bulgular ışığında, akıllı destinasyonların turistlerin birlikte değer yaratımını olumlu yönde etkilediği, onlara farklı ve unutulmaz deneyimler yaşattığı söylenebilir.

Anahtar Kelimeler

Akıllılık, Akıllı Teknolojiler, Tatilciler, Destinasyon, Değer Yaratma

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