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1 – 3 of 3Monica Cerdan Chiscano and Esther Binkhorst
The purpose of this paper is to examine the effect of including customers with special needs in the design of cultural and heritage services before the actual experience takes…
Abstract
Purpose
The purpose of this paper is to examine the effect of including customers with special needs in the design of cultural and heritage services before the actual experience takes place.
Design/methodology/approach
Inclusive research through co-creation took place in the city of Barcelona, Spain, in 2017, comparing the effect of including (Route 2) or not including (Route 1) customers with visual and learning difficulties in the service design process of heritage walking routes.
Findings
The results show that the most important encounter in the heritage site context is communication, although the usage and service touchpoints were also significant. In addition, results showed that the ideal encounter or touchpoint should take place before the stay.
Originality/value
This paper contributes to learning about the designing of cultural and heritage experiences and including people with special needs in the service design process before the actual experience takes place.
Details
Keywords
Monica Cerdan Chiscano and Simon Darcy
The present paper answers two significant questions: (1) What are the relative consumer and firm-level effects of marketing through metaverse compared to conventional marketing…
Abstract
Purpose
The present paper answers two significant questions: (1) What are the relative consumer and firm-level effects of marketing through metaverse compared to conventional marketing endeavors? (2) What are the current trends in utilizing the metaverse as reported in the recent literature?
Design/methodology/approach
This study employs a systematic literature review methodology, utilizing a Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) flowchart to synthesize existing research. Thirty-five articles written in English were selected and analyzed from two databases, Web of Science and EBSCO Host.
Findings
The findings indicate that consumer-level effects of the metaverse include consumer loyalty and brand attachment. The firm-level benefits are decentralization and cost reductions. The paper proposes a framework indicating variables that could attenuate or enhance the association between immersive components of the metaverse and their resultant effects.
Originality/value
This study contributes to understanding the role of metaverse in marketing practices related to the marketing mix components. The study conceptualizes a novel framework for the metaverse and its resultant effects.
Details
Keywords
Alessandra Marasco, Marcella De Martino, Alfonso Morvillo and Cihan Cobanoglu