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Published in:
2016 | OriginalPaper | Chapter
Of Geeks and Achievers: Exploring Consumer Collective Tourism and the Infinite Game
Authors : Nathalie Collins, Jamie Murphy
Published in: Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing
Publisher: Springer International Publishing
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Interacting with Brand Communities and Customer Evangelists can be profitable. Corporations and brand managers who follow traditional marketing and business paradigms will struggle to effectively communicate and connect with these opportunities. Viewing consumer collectives (Brand Communities, Consumer Tribes, Subcultures of Consumption, etc) through Service-Dominant Logic and religious paradigms can give tourism marketers a feel for how to interact with this group of people who actively seek brand peak and flow experiences.The authors explore James Carses’ metaphor of an infinite game to describe how consumer collectivism operates, using examples from the tourism industry.