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Understanding value creation and word-of-mouth behaviour at cultural events / David Dowell, Brian Garrod, Jennifer Turner

The Service Industries Journal, Pages: 1 - 21

Swansea University Author: Brian Garrod

Abstract

Cultural value is a highly contested concept, despite its undoubted importance to practitioners and policy makers. Reseach into cultural value has, meanwhile, tended to employ a unidimensional value framework. This has hamprered the understanding of behaviour related to the word-of-mouth (WOM) commu...

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Published in: The Service Industries Journal
ISSN: 0264-2069 1743-9507
Published: Taylor and Francis 2019
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa48135
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Abstract: Cultural value is a highly contested concept, despite its undoubted importance to practitioners and policy makers. Reseach into cultural value has, meanwhile, tended to employ a unidimensional value framework. This has hamprered the understanding of behaviour related to the word-of-mouth (WOM) communication behaviour of cultural values. This paper presents a cultural value segmentation based on a multidimensional value framework, allowing a profile of WOM behaviour (both online and offline) of each segment to be developed. The segmentation has four distinct segments of cultural consumer, each with different combinations of cultural values and WOM communication preferences. In this way, the study challenges current understandings of value creation and transfer in cultural settings. By way of practical recommendations, the study favours the use of market segmentation based on multi-dimensional value ‘constellations’, which can not only achieve better audience development but also to encourage wider WOM communication of the values in question.
Keywords: Culture; Value; Event; Value co-creation; Experience; Segmentation; Word of mouth
College: School of Management
Start Page: 1
End Page: 21