Search results

The main purpose of this chapter is to analyze the relationship between service innovation and experience creation in the context of spas, wellness and medical tourism. The objectives include providing an overview of service innovation theory and models and applying them to the spa, wellness and medical tourism sectors.

Primary research was undertaken with the purpose of identifying the most important elements in the experiences of spa and wellness guests and tourists. An online questionnaire was collected from 17 different types of spa and wellness facilities from 56 countries including all kinds of spa, wellness hotels, and retreats. Information given was based on three major demand segments: local customers, domestic tourists, and international tourists. A case study is also given of Pärnu hospital in Estonia, where innovative practices are being implemented to enhance the patient experience.

Findings suggested that some aspects of innovation (e.g., design and technology) are not as important as expected, but evidence-based treatments, medical services, and natural and local resources are.

The research gives important insights into customer preferences and current and future trends; however, the research only focused on operator rather than consumer perspectives. This would require further research.

The research findings provide useful information to operators who are trying to create innovative, unique, and competitive customer services.

Existing service innovation models are applied to new sectors (spa, wellness and medical tourism) and new insights are given into how these sectors can increase innovation and enhance customer experiences.

The internationalisation of industries has spilled over to academia, whereby institutions of higher learning (IHL) increasingly compete in the graduate quality and applied graduate knowledge capabilities that they can offer. With increasing global competition for students, combined with the evolving need for lifelong learning in dynamic industries impacted by digital knowledge management, there is an opportunity for IHLs to be able to evolve to ensure their business models enable services and service delivery to cater to and help shape industry demands. This chapter will look at micro-credentialing (MC) and how the provision of MCs has changed along with the evolving IHL education environment. The demands of students, employers and ecosystem considerations will be addressed through a review of the current landscape, pathways to MC and how MC may be operationalised. The Bersteinian approach to pedagogic classification, which identifies the framework of knowledge as being communicable via three axes of singularism, regionalism and a wider generalist approach is referenced as a framework. The resultant recommendations that draw upon these foundations will conclude the chapter.

The increasing pace of global competition has recast the balance between multinational corporations’ (MNCs’) needs to protect the knowledge that underlies their competitive advantages and their needs to continually create new knowledge. This essay will discuss MNCs’ knowledge-seeking strategies as industry-level phenomena. I will argue that knowledge-seeking strategies demand a concept of industries both as arenas for competition and as global knowledge networks within which firms collaborate to innovate. Contemporary MNCs face challenges to function not only as self-contained production systems that internationalize in the search for efficiency and markets, but also as open systems globally seeking knowledge and innovations. Metanational strategies and organizations represent a new response to these challenges. I present empirical evidence of distinctive metanational industry opportunities and organizational responses from the emergence of the global flat panel display industry. The essay concludes with a framework that outlines the characteristics of a global knowledge-driven generic strategy as an alternative and synthesis of generic product-driven strategies of cost-leadership and differentiation.

There is a rising number of Asian brands expanding to Western nations. However, one of the biggest challenges is their reputation of inferior quality. The objectives of this research are to examine the U.S. consumers’ quality perception of Asian brands and what steps can be taken to improve their perceived quality to ultimately influence patronage intentions. This study also considers how age influences U.S. consumers’ perceived quality and patronage intentions.

An online experiment using 328 U.S. female subjects was conducted to examine how quality cues (brand origin and product design) influence their perceived quality of Asian brands. The study also examines how age (due to different levels of exposure of Asian brands) moderates the relationship between product cues and perceived quality.

The findings showed that there was a difference between the younger (Generation X and Y) and older (Baby boomers and Swing) group’s perceived quality of these Asian brand origins, namely Japan and China. Product design had an impact on perceived quality, but age was not a moderating factor.

Chinese and Japanese brands can use these differences in perception of brand origins to market accordingly. Product design cues can also be used effectively to both age groups by Asian brands to improve the perceived quality of U.S. consumers.

This research provides novel insight on U.S. consumers’ perceived quality and patronage intentions from different Asian brand cues. The study also contributes to the body of literature on how the relationship between specific Asian brand cues and perceived quality may differ as a function of age.

The behaviour of the key stakeholders in city logistics, as defined in Taniguchi et al. (2001) (e.g. shippers, residents, freight carriers and administrators), can be affected by the decisions taken by other stakeholders. The case presented in this paper reports on the result of a bus line extension up to the main entry of hypermarket in Porto Metropolitan Area. Passengers reported changes in their shopping habits and senior people reported the utilisation of the home delivery service for the first time after the line extension. It appears that the existence of home delivery service provided by the hypermarket contributes to the increase of the patronage in public transport.

The following is an introductory profile of the fastest growing firms over the three-year period of the study listed by corporate reputation ranking order. The business activities in which the firms are engaged are outlined to provide background information for the reader.

This chapter sheds light on the ‘country of origin’ concept. The author contends that this concept is composed of micro- and macro-components. He argues that the tourists’ hedonic and monetary gratifications are derived from the travel experiences. Therefore, the country-of-origin image (COI) can have an impact on the destination’s brand extension. In this light, this contribution examines the relationship among COI, overall brand equity and brand extension. The author implies that the hedonic and monetary values can have a moderating effect on the impact of COI and on destination brand extension.