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Understanding value creation and word-of-mouth behaviour at cultural events

David Dowell, Brian Garrod Orcid Logo, Jennifer Turner

The Service Industries Journal, Pages: 1 - 21

Swansea University Author: Brian Garrod Orcid Logo

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DOI (Published version): 10.1080/02642069.2019.1568997

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
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URI: https://cronfa.swan.ac.uk/Record/cronfa48135
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first_indexed 2019-01-10T14:00:58Z
last_indexed 2019-07-23T15:31:03Z
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spelling 2019-07-23T12:27:20.8095030 v2 48135 2019-01-10 Understanding value creation and word-of-mouth behaviour at cultural events 4f81981d78ed3082b232463da24d1bb9 0000-0002-5468-6816 Brian Garrod Brian Garrod true false 2019-01-10 BBU 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. Journal Article The Service Industries Journal 1 21 Taylor and Francis 0264-2069 1743-9507 Culture; Value; Event; Value co-creation; Experience; Segmentation; Word of mouth 31 12 2019 2019-12-31 10.1080/02642069.2019.1568997 https://doi.org/10.1080/02642069.2019.1568997 COLLEGE NANME Business COLLEGE CODE BBU Swansea University Arts and Humanities Research Council 2019-07-23T12:27:20.8095030 2019-01-10T11:05:27.6204884 Faculty of Humanities and Social Sciences School of Management - Business Management David Dowell 1 Brian Garrod 0000-0002-5468-6816 2 Jennifer Turner 3 0048135-10012019112329.docx FSIJ20180278Dowell,Garrod,Turner.docx 2019-01-10T11:23:29.7100000 Output 91655 application/vnd.openxmlformats-officedocument.wordprocessingml.document Accepted Manuscript true 2019-01-10T00:00:00.0000000 true eng 0048135-16012019145751.pdf 48135.pdf 2019-01-16T14:57:51.6770000 Output 713800 application/pdf Accepted Manuscript true 2020-07-20T00:00:00.0000000 true eng
title Understanding value creation and word-of-mouth behaviour at cultural events
spellingShingle Understanding value creation and word-of-mouth behaviour at cultural events
Brian Garrod
title_short Understanding value creation and word-of-mouth behaviour at cultural events
title_full Understanding value creation and word-of-mouth behaviour at cultural events
title_fullStr Understanding value creation and word-of-mouth behaviour at cultural events
title_full_unstemmed Understanding value creation and word-of-mouth behaviour at cultural events
title_sort Understanding value creation and word-of-mouth behaviour at cultural events
author_id_str_mv 4f81981d78ed3082b232463da24d1bb9
author_id_fullname_str_mv 4f81981d78ed3082b232463da24d1bb9_***_Brian Garrod
author Brian Garrod
author2 David Dowell
Brian Garrod
Jennifer Turner
format Journal article
container_title The Service Industries Journal
container_start_page 1
publishDate 2019
institution Swansea University
issn 0264-2069
1743-9507
doi_str_mv 10.1080/02642069.2019.1568997
publisher Taylor and Francis
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
url https://doi.org/10.1080/02642069.2019.1568997
document_store_str 1
active_str 0
description 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.
published_date 2019-12-31T03:58:25Z
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score 10.998093

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