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dc.contributor.authorScott, Peteren
dc.contributor.authorScott, Tasminen
dc.contributor.authorStokes, Peteren
dc.contributor.authorMoore, Neilen
dc.contributor.authorSmith, Simon M.en
dc.contributor.authorRowland, Carolineen
dc.contributor.authorWard, Tonyen
dc.identifier.citationScott, P., Scott, T., Stokes, P., Moore, N., Smith, S.M., Rowland, C. and Ward, A. (2017) Reconceptualising Buyer Behaviour in the Digital Era: An Emergent Journey. International Journey of Technology Marketing 12 (2) pp. 165-179en
dc.description.abstracthis conceptual paper evolved from an extensive literature review and a consultancy project conducted via a UK University Business School/commercial sector collaboration. The paper explores how the digital age is presenting challenges for destination and place marketing agencies. Key trends in consumer behaviour are identified and their significance is examined. The context is largely the European tourism sector with a particular focus on the UK. The paper argues that many place and destination marketing agencies are not responding to the challenges of the digital era. With this as the backdrop, a novel conceptualisation of the customer journey model is offered which can be tested empirically. A vignette supports the model and this illustrates the complexities in consumer behaviour that are involved in a decision over where to take a city break. The paper concludes with strategic recommendations for destination and place marketing agencies.en
dc.subjectdestination marketingen
dc.subjectplace marketingen
dc.subjectconsumer journey modelen
dc.subjectconsumer behaviouren
dc.subjectdigital eraen
dc.subjectsocial mediaen
dc.subjectmarketing agenciesen
dc.subjectUnited Kingdomen
dc.subjecttourism industryen
dc.subjecttourist destinationsen
dc.titleReconceptualising Buyer Behaviour in the Digital Era: An Emergent Journey.en
dc.exception.reasonNo full text deposited within 3months. full text on university of Winchester repositoryen
dc.researchinstituteCentre for Enterprise and Innovation (CEI)en

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