PhD Project - Customer Co-creation of Experiences in the Tourism and Hospitality Sector in Ireland – An Exploratory Study

Outline

Statement of Research Aim: The research aim of this PhD project is to explore the customer-supplier co-creation process within the hospitality and tourism industry in Ireland.

Purpose: This PhD research seeks to explore the customer co-creation process within a hospitality and tourism context in Ireland. The co-creation process may transpire before the start of a tourist’s journey or arrival at their hotel accommodation, during a tourist’s journey/hotel stay and/or after their travel experience such as posting a review to Airbnb. As such, customers have become co-creators of value (e.g. their actual role in securing the best possible price for travel and accommodation) and experiences (e.g. the benefits that accrue from this consumer-centric role). This PhD will investigate the complex and multi-dimensional nature of the co-creation phenomenon, the range of experiences generated by the actors in the co-creation process, and the multitude of inputs and behaviours of service providers and consumers in a dynamically changing business environment.

Design/Methodology: This study will employ a phenomenological research paradigm reflecting the ‘real lived’ experiences of both consumers and service providers, i.e. the very essence of the experience. This qualitative research will undertake a longitudinal design involving a multi-stage study amongst the same participants. The methodologies to be employed may include observation of consumers, in-depth interviews, and the use of customer narratives and diaries.

Findings/Originality/Value: The findings will seek to extend research and contribute to existing knowledge on customer co-creation, specifically from a tourism and hospitality context. Future research opportunities from a tourism/hospitality perspective will be identified and will offer key implications for practitioners and policymakers about customer co-creation and ‘real-lived’ experiences.

What is funded

Student Stipend per annum € €18,500

Materials & Travel Budget per annum € €2600

Fees covered by the funding

Duration

Duration of Funding 48 months

Eligibility

Student Requirements for this Project

2.1 Hons UG Degree in a relevant discipline e.g. Business, Marketing, Management, Sociology, Psychology, Tourism, Hospitality.

Masters Degree in a relevant discipline e.g. Business, Marketing, Management, Sociology, Psychology, Tourism, Hospitality.

Applicant should have excellent research and writing ability, with a proven ability to engage in self-directed learning.

Evidence of prior writing required (e.g. Dissertation; Final Year Project; Module Research Paper)

Applicant may be subject to interview.

If you are interested in submitting an application for this project, please complete an Expression of Interest.

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