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Open Source Marketing in Tourism: Motivational Drivers and Practical Approaches

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Open Tourism

Part of the book series: Tourism on the Verge ((TV))

Abstract

Due to the ongoing trend of consumer empowerment, the open source movement is becoming increasingly important. Initially created as a counterpart to proprietary software engineering, open source networks exist today in many diverse areas, such as groupings of creatives, educational networks, or collaborative marketing communities. In particular, the latter have received increasing attention by enterprises in the tourism market. Why do consumers participate in a company’s marketing? On which network characteristics is individual participation based? What are the underlying causes and motivational drivers that tourism companies can specifically address to attract consumers to voluntarily participate in community-based marketing projects? Based on actual examples from the tourism industry, relevant theories of motivation, and current research findings, this study provides an overview of the profitable use and integration of communities in marketing campaigns for tourism companies.

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Authors and Affiliations

  1. Leibniz University of Hannover, Hannover, Germany

    Klaus-Peter Wiedmann & Sascha Langner

Authors
  1. Klaus-Peter Wiedmann
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  2. Sascha Langner
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Correspondence to Sascha Langner .

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Editors and Affiliations

  1. Innovation & Management in Tourism, Salzburg University of Applied Sciences, Puch Urstein, Austria

    Roman Egger

  2. Wien, Austria

    Igor Gula

  3. School of Design and Product Management, Salzburg University of Applied Sciences, Salzburg-Kuchl, Austria

    Dominik Walcher

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Wiedmann, KP., Langner, S. (2016). Open Source Marketing in Tourism: Motivational Drivers and Practical Approaches. In: Egger, R., Gula, I., Walcher, D. (eds) Open Tourism. Tourism on the Verge. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-54089-9_5

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