Value creation in creative tourism: co-creation through data mining Online publication date: Wed, 14-Jan-2015
by Wuttigrai Ngamsirijit
International Journal of Intelligent Enterprise (IJIE), Vol. 2, No. 2/3, 2014
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.
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