創造的消費者との共創による旅行商品開発に関する研究 H.I.S.「タビジョ」を事例に

Creation or development by consumer is eliminated from definition of consumer behavior and never been focused by consumer behavior and marketing scholars. However, creation by consumers who express by themselves is getting significant in marketplace because of growth of the internet. The object of this study proposes a new method of travel product development which include co-creation by enterprises and creative consumers, through the case study of H.I.S.‘Tabijyo’. The research clarifies that ‘Tabijyo’ is user-innovation in unit of community formed by creative consumers, who provide their ideas and pictures without compensation tocontribute to development of the community and travel products. This study also showed that there have success factors that the community is formed by not one-sided communication between consumers and enterprises but interaction between consumers