This is an outdated version published on 2023-06-30. Read the most recent version.

The role of social movements in transformative tourism development: Lessons learnt from a case study in Lithuania

Authors

Dalia Vidickiene Lithuanian Centre for Social Sciences, Institute of Economics and Rural Development, Department of Business Ecosystems, A. Vivulskio str. 4A-13, 03220 Vilnius, Lithuania https://orcid.org/0000-0002-0892-5601
Zivile Gedminaite-Raudone Lithuanian Centre for Social Sciences, Institute of Economics and Rural Development, Department of Business Ecosystems, A. Vivulskio str. 4A-13, 03220 Vilnius, Lithuania https://orcid.org/0000-0001-8437-5368
Vitalija Simonaityte Lithuanian Centre for Social Sciences, Institute of Economics and Rural Development, Department of Business Ecosystems, A. Vivulskio str. 4A-13, 03220 Vilnius, Lithuania https://orcid.org/0000-0003-2360-2234
Rita Lankauskiene Lithuanian Centre for Social Sciences, Institute of Economics and Rural Development, Department of Business Ecosystems, A. Vivulskio str. 4A-13, 03220 Vilnius, Lithuania https://orcid.org/0000-0003-3112-5415

DOI:

https://doi.org/10.18778/1231-1952.30.1.04

Keywords:

business model, collaborative relationships, social movements, transformative tourism, value co-creation

Abstract

This study responds to the need for theoretical and empirical research on value co-creation in tourism. Previous research has mainly adopted a perspective centred on the collaborative relationships between tourists and service providers, i.e., has been focused on a relationship called ‘one-to-one’. According to the emerging trends in value co-creation theory, value co-creation activities, however, are more complex. The research provides empirical support to previous general conceptualisations of value-creation and brings some new insights to value co-creation involving multiple actors from a perspective called ‘many-to-one’. The research is focused on the role of the most active stakeholder in transformative tourism that represents ‘many’ actors as a whole – the social movement. The paper describes a case on a transformative tourism initiative that is a particularly rich setting for expanding value-cocreation in a network of activities’ research for a more complex understanding of value networks in the tourism sector. The case study examines extensively the role of social movements in transformative tourism development through value co-creation. The findings develop a more complex value co-creation mechanism and enable the conceptualisation of the value co-creation process by identifying drivers of collaboration, value co-creation activities, and outcomes. The research demonstrates the potential of social movements for the development of transformative tourism in value co-creation and has implications for both entrepreneurs and policymakers seeking to develop transformative tourism and leaders of a new generation of social movements aiming to transform society.

Downloads

Download data is not yet available.

References

ADALILAR, S. N., ALKIBAY, S. and ESER, Z. (2015), ‘Ecovillages as a Destination and a Study of Consumer Approaches to Ecovillages’, Procedia Economics and Finance, 23, pp. 539–546. https://doi.org/10.1016/S2212-5671(15)00561-4
Google Scholar DOI: https://doi.org/10.1016/S2212-5671(15)00561-4

BERBEROGLU, B. (2015), ‘Social movements and transformation in the age of globalization: Origins, dynamics, and mobilization’, International Review of Modern Sociology, 41 (1), pp. 55−77.
Google Scholar

BHARTI, K. and AGRAWAL, R. (2018), ‘High customer involvement: an essential element for effective co-creation’, International Journal of Business Innovation and Research, 15 (4), pp. 431−451. https://doi.org/10.1504/IJBIR.2018.090460
Google Scholar DOI: https://doi.org/10.1504/IJBIR.2018.090460

BUECHLER, S. M. (2016), Understanding social movements: Theories from the classical era to the present, New York: Routledge. https://doi.org/10.4324/9781315631387
Google Scholar DOI: https://doi.org/10.4324/9781315631387

BUONINCONTRI, P., MORVILLO, A., OKUMUS, F. and VAN NIEKERK, M. (2017), ‘Managing the experience co-creation process in tourism destinations: Empirical findings from Naples’, Tourism Management, 62, pp. 264−277. https://doi.org/10.1016/j.tourman.2017.04.014
Google Scholar DOI: https://doi.org/10.1016/j.tourman.2017.04.014

CAMILLERI, J. and NEUHOFER, B. (2017), ‘Value co-creation and co-destruction in the Airbnb sharing economy’, International Journal of Contemporary Hospitality Management, 29 (9), pp. 2322−2340. https://doi.org/10.1108/IJCHM-09-2016-0492
Google Scholar DOI: https://doi.org/10.1108/IJCHM-09-2016-0492

COHEN, R.and RAI, S.M.(2000), Global social movements, London and New Brunswick, NJ: Athlone Press.
Google Scholar

CROWE, S., CRESSWELL, K., ROBERTSON, A., HUBY, G., AVERY, A. and SHEIKH, A. (2011), ‘The case study approach’, BMC Medical Research Methodology, 11 (100), pp. 1−9. https://doi.org/10.1186/1471-2288-11-100
Google Scholar DOI: https://doi.org/10.1186/1471-2288-11-100

CUSUMANO, M. A., KAHL, S. J. and SUAREZ, F. F. (2015), ‘Services, industry evolution, and the competitive strategies of product firms’, Strategic Management Journal, 36 (4), pp. 559–575. https://doi.org/10.1002/smj.2235
Google Scholar DOI: https://doi.org/10.1002/smj.2235

EISENHARDT, K. M. and GRAEBNER, M. E. (2007), ‘Theory building from cases: opportunities and challenges’, Academy of Management Journal, 50 (1), pp. 25−32. https://doi.org/10.5465/amj.2007.24160888
Google Scholar DOI: https://doi.org/10.5465/amj.2007.24160888

FRANCE, C., GRACE, D., MERRILEES, B. and MILLER, D. (2018), ‘Customer brand co-creation behavior: Conceptualization and empirical validation’, Marketing Intelligence and Planning, 36 (4), pp. 334–348. https://doi.org/10.1108/MIP-10-2017-0266
Google Scholar DOI: https://doi.org/10.1108/MIP-10-2017-0266

GALVAGNO, M. and DALLI, D. (2014), ‘Theory of Value Co-Creation: A Systematic Literature Review’, Managing Service Quality, 24, pp. 643−683. https://doi.org/10.1108/MSQ-09-2013-0187
Google Scholar DOI: https://doi.org/10.1108/MSQ-09-2013-0187

GEBAUER, H. and BINZ, C. (2019), ‘Regional benefits of servitization processes: evidence from the wind-to-energy industry’, Regional Studies, 53 (3), pp. 366−375. https://doi.org/10.1080/00343404.2018.1479523
Google Scholar DOI: https://doi.org/10.1080/00343404.2018.1479523

GEDMINAITE-RAUDONE, Z. and SIMONAITYTE, V. (2021), ‘Industrial Rural Development Paradigm Shift-Focused Social Movements’, [in:] Rural Economic Developments and Social Movements, Cham: Palgrave Macmillan, pp. 212−219. https://doi.org/10.1007/978-3-030-71983-8_7
Google Scholar DOI: https://doi.org/10.1007/978-3-030-71983-8_7

GUMMESSON, E. (2007), ‘Exit services marketing-enter service marketing’, Journal of Customer Behaviour, 6 (2), pp. 113−141. https://doi.org/10.1362/147539207X223357
Google Scholar DOI: https://doi.org/10.1362/147539207X223357

GUPTA, S. (2020), ‘Understanding the feasibility and value of grassroots innovation’, Journal of the Academy of Marketing Science, 48, pp. 941−965. https://doi.org/10.1007/s11747-019-00639-9
Google Scholar DOI: https://doi.org/10.1007/s11747-019-00639-9

GUSTAFSSON, A., KRISTENSSON, P. and WITELL, L. (2012), ‘Customer co-creation in service innovation: A matter of communication?’ Journal of Service Management, 23 (3), pp. 311−327. https://doi.org/10.1108/09564231211248426
Google Scholar DOI: https://doi.org/10.1108/09564231211248426

ISIK, U. (2018), ‘How to Be a Serious Leisure Participant? (A Case Study)’, Journal of Education and Training Studies, 6 (9), pp. 146−151. https://doi.org/10.11114/jets.v6i9.3453
Google Scholar DOI: https://doi.org/10.11114/jets.v6i9.3453

LAFUENTE, E., VAILLANT, Y. and VENDRELL-HERRERO, F. (2019), ‘Territorial servitization and the manufacturing renaissance in knowledge-based economies’, Regional Studies, 53 (3), pp. 313−319. https://doi.org/10.1080/00343404.2018.1542670
Google Scholar DOI: https://doi.org/10.1080/00343404.2018.1542670

LEE, K. (2020), ‘Serious leisure is social: Things to learn from the social world perspective’, Journal of Leisure Research, 51 (1), pp. 77−87. https://doi.org/10.1080/00222216.2019.1633233
Google Scholar DOI: https://doi.org/10.1080/00222216.2019.1633233

LOMBARDI, S., SANTINI, E. and VECCIOLINI, C. (2022), ‘Drivers of territorial servitization: An empirical analysis of manufacturing productivity in local value chains’, International Journal of Production Economics, 253, 108607. https://doi.org/10.1016/j.ijpe.2022.108607
Google Scholar DOI: https://doi.org/10.1016/j.ijpe.2022.108607

MAGNAYE, D. C. (2019), ‘Climate Smart Agriculture Edu-tourism: A Strategy to Sustain Grassroots Pro-biodiversity Entrepreneurship in the Philippines, 203-218’, [in:] Cultural Sustainable Tourism, Cham: Springer. https://doi.org/10.1007/978-3-030-10804-5_20
Google Scholar DOI: https://doi.org/10.1007/978-3-030-10804-5_20

MARIOTTO, F. L., ZANNI, P. P. and MORAES, G. H. S. (2014), ‘What is the use of a single-case study in management research?’ Revista de Administração de Empresas, 54, pp. 358−369. https://doi.org/10.1590/S0034-759020140402
Google Scholar DOI: https://doi.org/10.1590/S0034-759020140402

MCGEHEE, N. G., KLINE, C. and KNOLLENBERG, W. (2014), ‘Social movements and tourism-related local action’, Annals of Tourism Research, 48, pp. 140−155. https://doi.org/10.1016/j.annals.2014.06.004
Google Scholar DOI: https://doi.org/10.1016/j.annals.2014.06.004

MEYNHARDT, T., CHANDLER, J. D. and STRATHO, P. (2016), ‘Systemic principles of value co-creation: Synergetics of value and service ecosystems’, Journal of Business Research, 69 (8), pp. 2981–2989. https://doi.org/10.1016/j.jbusres.2016.02.031
Google Scholar DOI: https://doi.org/10.1016/j.jbusres.2016.02.031

MIGUEL, P. L. S., BRITO, L. A. L., FERNANDES, A. L., TESCARI, F. V. C. S. and MARTINS, G. S. (2014), ‘Relational value creation and appropriation in buyer-supplier relationships’, International Journal of Physical Distribution & Logistics Management, 44 (7), pp. 559−576. https://doi.org/10.1108/IJPDLM-09-2012-0291
Google Scholar DOI: https://doi.org/10.1108/IJPDLM-09-2012-0291

MOUSTAID, F. E. Z., LEBZAR, B. and MOISSERON, J. Y. (2022), ‘From Conspicuous Consumption to Solidarity Consumption: Literature Review’, International Journal on Engineering, Science and Technology, 4 (1), pp. 64−72. https://doi.org/10.46328/ijonest.77
Google Scholar DOI: https://doi.org/10.46328/ijonest.77

PALOJÄRVI, A., PYYSIÄINEN, J.and SALORANTA, M.(eds.) (2013), Experiences with ecological technologies and practices: inspiring stories from ecovillages, Vilnius: LAEI.
Google Scholar

PAYNE, A. F., STORBACKA, K. and FROW, P. (2008), ‘Managing the co-creation of value’, Journal of the Academy of Marketing Science, 36 (1), pp. 83−96. https://doi.org/10.1007/s11747-007-0070-0
Google Scholar DOI: https://doi.org/10.1007/s11747-007-0070-0

PERDOMO, Y. (ed.) (2016), Global Report on the Transformative Power of Tourism: A Paradigm Shift Towards a More Responsible Traveller, Madrid: World Tourism Organization.
Google Scholar

PINHO, N., BEIRÃO, G., PATRÍCIO, L. and FISK, R. P. (2014), ‘Understanding value co-creation in complex services with many actors’, Journal of Service Management, 25 (4), pp. 470−493. https://doi.org/10.1108/JOSM-02-2014-0055
Google Scholar DOI: https://doi.org/10.1108/JOSM-02-2014-0055

PRAHALAD, C. K. and RAMASWAMY, V. (2000), ‘Co-opting customer competence’, Harvard Business Review, 78 (1), pp. 79−87.
Google Scholar

PRAHALAD, C. K. and RAMASWAMY, V. (2004), ‘Co-creation experiences: The next practice in value creation’, Journal of Interactive Marketing, 18 (3), pp. 5−14. https://doi.org/10.1002/dir.20015
Google Scholar DOI: https://doi.org/10.1002/dir.20015

REISINGER, Y.(ed.) (2015), Transformational tourism: Host perspectives, Wallingford: Cabi. https://doi.org/10.1079/9781780643922.0000
Google Scholar DOI: https://doi.org/10.1079/9781780643922.0000

ROYSEN, R. and CRUZ, T. C. (2020), ‘Educating for transitions: ecovillages as transdisciplinary sustainability «classrooms»’, International Journal of Sustainability in Higher Education, 21 (5), pp. 977−992. https://doi.org/10.1108/IJSHE-01-2020-0009
Google Scholar DOI: https://doi.org/10.1108/IJSHE-01-2020-0009

SAHA, V., MANI, V. and GOYAL, P. (2020), ‘Emerging trends in the literature of value co-creation: a bibliometric analysis’, Benchmarking: An International Journal, 27, pp. 981−1002. https://doi.org/10.1108/BIJ-07-2019-0342
Google Scholar DOI: https://doi.org/10.1108/BIJ-07-2019-0342

SCHWETSCHKE, S. and DURUGBO, C. (2018), ‘How firms synergise: Understanding motives and management of co-creation for business-to-business services’, International Journal of Technology Management, 76 (3/4), pp. 258–284. https://doi.org/10.1504/IJTM.2018.091289
Google Scholar DOI: https://doi.org/10.1504/IJTM.2018.091289

SKIFT REPORT (2014), The rise of experiential travel. Skift and Peak Adventure Travel Group, https://skift.com/wp-content/uploads/2014/06/skift-peak-experiential-traveler-report1.pdf [accessed on: 7.09.2022].
Google Scholar

SMITH, A., FRESSOLI, M. and THOMAS, H. (2014), ‘Grassroots innovation movements: challenges and contributions’, Journal of Cleaner Production, 63, pp. 114−124. https://doi.org/10.1016/j.jclepro.2012.12.025
Google Scholar DOI: https://doi.org/10.1016/j.jclepro.2012.12.025

TEECE, D. J. (2010), ‘Business models, business strategy and innovation’, Long Range Planning, 43 (2–3), pp. 172−194. https://doi.org/10.1016/j.lrp.2009.07.003
Google Scholar DOI: https://doi.org/10.1016/j.lrp.2009.07.003

TESCARI, F. V. C. S. and BRITO, L. A. L. (2016), ‘Value creation and capture in buyer-supplier relationships: A new perspective’, RAE-Revista de Administração de Empresas, 56 (5), pp. 474−488. https://doi.org/10.1590/s0034-759020160503
Google Scholar DOI: https://doi.org/10.1590/s0034-759020160503

TILLY, C., CASTAÑEDA, E.and WOOD, L.J.(2019), Social Movements, 1768-2018, New York: Routledge. https://doi.org/10.4324/9780429297632
Google Scholar DOI: https://doi.org/10.4324/9780429297632

UN WORLD TOURISM ORGANIZATION (2018), UNWTO Tourism Highlights, Madrid, https://www.e-unwto.org/doi/book/10.18111/9789284422456 [accessed on: 7.09.2022].
Google Scholar

VARGO, S. L., MAGLIO, P. P. and AKAKA, M. A. (2008), ‘On value and value co-creation: A service systems and service logic perspective’, European Management Journal, 26 (3), pp. 145−152. https://doi.org/10.1016/j.emj.2008.04.003
Google Scholar DOI: https://doi.org/10.1016/j.emj.2008.04.003

VENDRELL-HERRERO, F. and WILSON, J. R. (2017), ‘Servitization for territorial competitiveness: Taxonomy and research agenda’, Competitiveness Review: An International Business Journal, 27 (1), pp. 2−11. https://doi.org/10.1108/CR-02-2016-0005
Google Scholar DOI: https://doi.org/10.1108/CR-02-2016-0005

VIDICKIENE, D.(ed.) (2013), Living in harmony: inspiring stories from ecovillages, Vilnius: BMK.
Google Scholar

VIDICKIENE, D., GEDMINAITE-RAUDONE, Z.and SIMONAITYTE, V.(2019), Servitization of farming: manifestations of the business model «Product plus services» in Lithuania, Vilnius: LAEI.
Google Scholar

VIDICKIENE, D., GEDMINAITE-RAUDONE, Z., VILKE, R., CHMIELINSKI, P. and ZOBENA, A. (2021), ‘Barriers to Start and Develop Transformative Ecotourism Business’, European Countryside, 13 (4), pp. 734−749. https://doi.org/10.2478/euco-2021-0039
Google Scholar DOI: https://doi.org/10.2478/euco-2021-0039

VIDICKIENE, D., VILKE, R. and GEDMINAITE-RAUDONE, Z. (2020), ‘Transformative Tourism as an Innovative Tool for Rural Development’, European Countryside, 12 (3), pp. 277– 291. https://doi.org/10.2478/euco-2020-0016
Google Scholar DOI: https://doi.org/10.2478/euco-2020-0016

VILKE, R., VIDICKIENE, D., GEDMINAITE-RAUDONE, Z., SIMONAITYTE, V. and RIBASAUSKIENE, E.(2021), Rural Economic Developments and Social Movements: A New Paradigm, Springer International Publishing. https://doi.org/10.1007/978-3-030-71983-8
Google Scholar DOI: https://doi.org/10.1007/978-3-030-71983-8

WEAVER, P.(2017), Transformative Change for an Inclusive Society: Insights from Social Innovations and Implications for Policy Innovation and innovation Policy, TRANSIT working paper # 9, TRANSIT: EU SSH.2013.3.2-1 Grant agreement no: 613169.
Google Scholar

ZEYBEK, O. and ARSLAN, M. (2015), Ecovillages: The Place Where Ecotourism Turns Into Educational Tourism, Macodesu: Karadeniz Technical University.
Google Scholar

Downloads

Published

2023-06-30

Versions

How to Cite

Vidickiene, D., Gedminaite-Raudone, Z., Simonaityte, V., & Lankauskiene, R. (2023). The role of social movements in transformative tourism development: Lessons learnt from a case study in Lithuania. European Spatial Research and Policy, 30(1), 79–101. https://doi.org/10.18778/1231-1952.30.1.04