In the current market, the focus is more and more on building long-term relationships with clients in which value is created, communicated and delivered. This also means developing a new customer relationship focus that goes beyond the consumer orientation that has thus far dominated the practice of marketing. In a user-driven approach, the basis is no longer the product range, the world of the manufacturer or supplier, but rather the experience of the user. This has implications not only for manufacturers and service providers, but also for marketeers and market researchers. We feel that the most commonly used methods and techniques do not answer to the new demands of the market. We have therefore adapted emerging generative user research methods from the field of design as a basis for a truly user-driven market approach. As part of the Fitness in Motion project -a programme aimed at helping the health club industry develop a stronger customer orientation- we applied Contextmapping, a generative technique that has already proved its worth in the world of industrial product development and interaction design.
Aan de hand van de ‘customer journey’ beschrijven we in dit rapport welke barrières mensen met een beperking ervaren voor, tijdens en na de reis en hoe de reisindustrie hierop kan inspelen. In dit rapport vatten we de belangrijkste bevindingen samen van vijf onderzoeksrapporten en ons literatuuronderzoek.
Purpose–The purpose of this paper is to describe and understand dimensions of cultural activity involvement and the relationship between cultural activity involvement and behavioural loyalty. Design/methodology/approach–Semi-structured in-depth interviews with 47 customers of a theatre were held. Findings–The study shows that the concept of cultural activity involvement consists of six dimensions: attraction, centrality, self-expression, social bonding, cultural transmission and financial contribution. Three customer segments are taken into consideration according behavioural loyalty levels: incidental spectators, interested participants and the core audience. There are large differences between the three customer segments regarding cultural activity involvement. Research limitations/implications–Introspection might have decreased the reliability. As the study is a case study, problems with external validity are recognised. Practical implications–Given the decline of subsidies in the arts world, it becomes more important to attract more visitors and to increase spending. Performing arts organisations might attract more visitors in case they provide additional services which enable cultural transmission. Moreover, the study shows that certain visitors are willing to contribute additional money to the arts. Originality/value–Current studies about leisure involvement focus on recreation and distinguish four dimensions of involvement. This study focuses on cultural activity involvement and explores these four dimensions, but also shows there are two new dimensions. This study contributes to a further understanding of the relationship between cultural activity involvement and behavioural loyalty.
LINK
The project focuses on sustainable travel attitude and behaviour with attention to balance, liveability, impact and climate change (as indicated above). The customer journey is approached from the consumer side and intends to shed light on the way COVID-19 has influenced (or not) the following aspects:• consumer’s understanding and appreciation of sustainability • the extent to which this understanding has influenced their attitude towards sustainable travel choices• the extent to which this change is represented in their actual and projected travel behaviour throughout the travel decision-making process • conditions that may foster a more sustainable travel behaviourThe project can be seen as a follow up to existing studies on travel intention during and post COVID-19, such as ETC’s publication on Monitoring sentiment for domestic and Intra-European travel – Wave 5, or the joint study of the European Tourism Futures Institute (ETFI – www.etfi.nl) and the Centre of Expertise in Leisure, Tourism and Hospitality (CELTH – www.celth.nl) highlighting four future scenarios for the leisure, tourism and hospitality sectors post COVID-19. The project will look beyond travel intention and will supplement existing knowledge with crucial information on the way consumers view sustainability and the extent to which they are willing to adjust their travel behaviour to aid the recovery of a more sustainable travel and tourism industry. Therefore, the report aims to generate knowledge vital for the understanding of consumer trends and the role sustainability will play in travel choices in the near future.Problem statementPlease describe which question in the (participating) industry is addressed.How has the sustainable travel attitude and behaviour in selected European source markets been influenced by the COVID-19 pandemic? Further questions to be answered:• How did the COVID-19 pandemic influence the consumer’s understanding and appreciation of sustainability?• To what extent did this understanding influence their attitude towards sustainable travel choices?• To what extent is this change represented in their actual and projected travel behaviour throughout the travel decision-making process?• What are the conditions that may foster a more sustainable travel behaviour?
