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Destination Marketing Organisations' Use of Humour and Co-Creation: An Exploratory Study from Croatia

Author

Listed:
  • Iva Slivar

    (University of J. Dobrila, Faculty of Economics and Tourism Dr. M. Mirkoviæ, Pula,Croatia)

  • Ana Perisa

    (Maistra d.d., Rovinj, Croatia)

  • Andelina Horvat

    (University of J. Dobrila, Faculty of Economics and Tourism Dr. M. Mirkoviæ, Pula,Croatia)

Abstract

Tourists are more active, experienced and picky, eager for new, unforgettable experiences tailored to their needs. Innovations are imperatives, especially in tourism where new ideas can be easily copied. What better solution could there be than to engage tourists in the creation of the tourist product of their dreams? The principles of co-creation, along with the appeal of humour in tourism are still under researched topics as well as rarely used in practice. Especially in the case of Destination Marketing Organisations (DMOs) in Croatia, publicly funded entities that do not create tourism products, yet are responsible for the valorisation of unmanaged tourism attractions. An exploratory study was carried out whose main contribution was to assess current practices of DMOs and their tendencies towards using humour and co-creation in their marketing agendas. The purpose of this study is to raise awareness of the benefits of applying those two concepts in the marketing activities of DMOs. A case study project, aimed at tourism attractions in the destination, to inspire DMOs is also presented.

Suggested Citation

  • Iva Slivar & Ana Perisa & Andelina Horvat, 2018. "Destination Marketing Organisations' Use of Humour and Co-Creation: An Exploratory Study from Croatia," Interdisciplinary Description of Complex Systems - scientific journal, Croatian Interdisciplinary Society Provider Homepage: http://indecs.eu, vol. 16(2), pages 238-248.
    • Handle: RePEc:zna:indecs:v:16:y:2018:i:2:p:238-248
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    References listed on IDEAS

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    1. Zhang Wei-Bin, 2017. "A Multi-Country Trade and Tourism with Endogenous Capital and Knowledge," Business Systems Research, Sciendo, vol. 8(1), pages 71-91, March.
    2. Niklas Eriksson, 2012. "User Experience of Trip Arrangements: A Comparison of Mobile Device and Computer Users," International Journal of E-Services and Mobile Applications (IJESMA), IGI Global, vol. 4(2), pages 55-69, April.
    3. Frew, Elspeth, 2006. "The humour tourist: A conceptualisation," Journal of Business Research, Elsevier, vol. 59(5), pages 643-646, May.
    4. Tseng, Fang-Mei & Chiang, Lan-Lung (Luke), 2016. "Why does customer co-creation improve new travel product performance?," Journal of Business Research, Elsevier, vol. 69(6), pages 2309-2317.
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    Cited by:

    1. Oliver Kesar & Daniela Soldić Frleta & Ivana Matušan, 2023. "Investigating Residents and DMO’s Co-Creation Relationship: The Case of Co-Organizing a Medieval Summer Festival," Sustainability, MDPI, vol. 15(2), pages 1-13, January.

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    More about this item

    Keywords

    co-creation; humour; tourism attractions; DMOs;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development

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