Conference proceeding

Nature-based tourism and experience value co-creation on Instagram


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Research Areas

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Publication Details

Author list: Conti E

Publisher: Conti, Eugenio

Publication year: 2018


Social media and mobile-based applications act as an increasingly critical source of experience value creation in tourism and nature-based tourism, as confirmed by the most recent trends in the industry. Although being one of the most popular mobile-based social media, Instagram is still underrepresented in value creation research, and no study has been conducted specifically in nature-based tourism. Moreover, current research on value lack of interpretive methodologies able to grasp the complexity of experience value creation from a phenomenological point of view. This research aims at tackling these gaps by conducting an in-depth investigation on experience value creation on Instagram in nature-based tourism. A combination of different types of qualitative data, obtained through a participatory netnography, will be collected on Instagram, and consequently triangulated and analyzed by means of grounded theory. While assessing the depth of value creation emerging from personal, elicited tourist narratives, in a way not seen yet in similar studies, the results are argued to expand the theoretical understanding of experience value creation in nature-based tourism and service research.


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