Title: Value creation in creative tourism: co-creation through data mining

Authors: Wuttigrai Ngamsirijit

Addresses: National Institute of Development Administration, 118 Sereethai Road, Bangkapi, Bangkok, 10240, Thailand

Abstract: Creative economy has been discussed extensively in many developing countries as there is an increasing awareness of creativity for their new services. In the tourism sector, it can be portrayed in the light of creative tourism in which creativity is asserted by both tourists and tourism providers. Typically, value creation is required conducting detailed analysis and performing new service development process. Nevertheless, the challenges of value creation of creative tourism are that experiences cannot be easily transferred and shared by only particular features of tourism service items. This paper proposes an additional approach for value creation by employing data mining techniques to ensure value realisation as emerged from tourist perspectives in creative tourism environment. The analysis is made by using a sample of tourists in a selected area of Bangkok city. The results illustrates that such approach can enhance value co-creation when coping with intellectual capital and networking behaviour of the tourism system or enterprise.

Keywords: creative tourism; data mining; value co-creation; value creation; new service development; tourist services; developing countries; Bangkok; Thailand; intellectual capital; networking behaviour; tourism industry.

DOI: 10.1504/IJIE.2014.066676

International Journal of Intelligent Enterprise, 2014 Vol.2 No.2/3, pp.255 - 276

Received: 10 Dec 2013
Accepted: 16 Sep 2014
Published online: 14 Jan 2015 *

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