Browsing Mastergradsoppgaver i reiseliv og nordlige studier by Author "Bjørkli, Hilde"
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The paradigm shift from destination marketing and management to community governance A systemic approach to the destination as a service eco-system
Bjørkli, Hilde (Master thesis; Mastergradsoppgave, 2022-05-15)Due to increased mobility, digitalisation and globalisation, the old value chains are disrupting and the boundaries between the roles in the markets are blurred; enterprises, customers and residents are both marketers and actors of tourism experiences, creating a context of service eco-systems, where value is co-created in networks that are directly and indirectly interacting with each other. These ...