Who's Who

Abstract

Industry and academic circles continue to attempt to label brand community behaviours, borrowing analogies from subcultures such as religion (“evangelists”), slang (“geeks, mavens, haters”), science fiction (“fanboys”), and science (“alpha”). Although sometimes used as generic terms, upon examination, these and other such labels, can define the spectrum of brand attachment in a specific way—through narrative, metaphor, and cross-cultural labelling. Such labelling is happening already. This chapter parses the current meaning of one term from another into a folksonomy, or classification system developed by those steeped in the culture. This segmentation enables further research into specific fan types, along with industry recommendations for approaching each segment based on the behavioural characteristic inherent in both the historic and common usage of the word. It also moves toward the standardisation of these terms in industry and academic circles in order to further enable a lingua franca relating to this phenomenon.

The young tourist's co-creation nexus: market mavens and existential authenticity as driving forces of intentions to revisit and recommend

“…Tourist co-creation experience between existential authenticity and intention to revisit service provider Various studies advocate that tourist perception of authenticity regarding tourist destination highly affects the tendency of tourist co-creation experience (An and Han, 2020). A study introduces a term folksonomy where readers tag the content of famous local stories they hear during visit, on Instagram (Collins et al, 2022). Research shows that tourist like Muslims perform compulsive religious trips at a specific time in year for a specific time period (Mohiuddin and Iqbal, 2020).…”