Refereed article in conference proceedings (A4)

Brand Ecosystem Narratives in Cultural Heritage and Tourism Networks

List of AuthorsLemmetyinen Arja, Nieminen Lenita, Lepistö Tanja, Suomi Kati

Conference nameHeritage, Tourism and Hospitality International Conference

PublisherTurun yliopisto

PlaceTurku, Finland

Publication year2017

Book title *Proceedings of the Heritage, Tourism and Hospitality International Conference HTHIC 2017

Title of seriesPublication of Turku School of Economics, Pori Unit

Number in seriesA55/2017

Start page133

End page138

Number of pages6



URL Final.pdf?sequence=1&isAllowed=y

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The purpose of this study is to analyze, what are the risks and benefits involved in co-creating a cultural brand ecosystem by adopting the perspective of one stakeholder. The longitudinal empirical study follows an owner-manager of a small VillaSpa located in a historic area of summer villas. Interviewing the owner / manager
gave us an in-depth understanding of the phenomenon as we gathered data on how that single actor
constructing a brand ecosystem viewed value co-creation. We explored the data by reference to prior
literature on value co-creation and brand ecosystems. The results contribute to the research on brand
ecosystems by discussing a case that is novel in researching the building of a brand ecosystem in the context
of heritage and tourism. The results demonstrate the importance of involving all relevant stakeholders in cocreating a brand ecosystem. The findings should encourage future research on the joint narratives of all
relevant stakeholders. The research also illustrates a perspective on failing in the course of building a brand

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Last updated on 2022-23-02 at 10:07