관광 크라우드펀딩 창작자가 창출하는 가치는 무엇인가?

초록

Purpose –Crowdfunding is emerging as a new type of management paradigm in which consumers and suppliers can create consumption value together as equal subjects. The purpose of this study is to explore the experience of creating consumption value recognized by creators who participated in tourism crowdfunding projects. Design, data, and methodology –The research was conducted through an in-depth interview method, a qualitative research method. Interviews were conducted from April 30 through May 31, 2021, and 11 creators were participated in this study. Result –Results showed that functional, emotional, epistemic, social, and conditional values were experienced and created by study participants, which validate the Sheth’s theory of consumption value in a context of tourism crowdfunding. In addition, this study identified Creating Shared Value as an additional dimension of consumption value in this study context. Conclusions –This study explored the consumption value experienced by tourism crowdfunding creators from the perspective of suppliers, and addressed theoretical and practical implications.

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