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  • 1.
    Yachin, Jonathan Moshe
    Dalarna University, School of Technology and Business Studies, Tourism Studies. Mid-Sweden University.
    The ‘customer journey’: Learning from customers in tourism experience encounters2018In: Tourism Management Perspectives, ISSN 2211-9736, E-ISSN 2211-9744, Vol. 28, p. 201-210Article in journal (Refereed)
    Abstract [en]

    For micro-tourism firms, customers are a readily-accessible and highly important knowledge source that often remains unutilised. This study explores firm–customer encounters along the customer journey as learning opportunities. Based on data collected through participant observations, interviews and a review of user-generated content, this case study provides an in-depth look into the customer journey, with a Swedish micro-tourism firm. The findings suggest that the possibility to generate knowledge about experiential purposes is conditioned by the firm's ability to bestow encounters with an experience-like quality and promote the customers' transformation into participants. This is facilitated by involving customers, adopting an experiential discourse and utilising in-situ supporting moments to socialise. Firms can also learn about customers' subjective perception of value from user-generated content. The study concludes that in the context of learning from customers, small size provides micro-tourism firms with an opportunity to engage in personal relationships with their customers.

  • 2.
    Yachin, Jonathan Moshe
    et al.
    Dalarna University, School of Technology and Business Studies, Tourism Studies. Mittuniversitetet.
    Ioannides, Dimitri
    Mittuniversitetet.
    “Making do” in rural tourism: the resourcing behaviour of tourism micro-firms2020In: Journal of Sustainable Tourism, ISSN 0966-9582, E-ISSN 1747-7646Article in journal (Refereed)
    Abstract [en]

    We propose entrepreneurial bricolage as a framework that enables the description, explanation and exploration of the modus operandi of tour- ism micro-firms. Particularly, the notion of spatial bricolage constitutes fertile ground for further research and theoretical advances of sustain- able tourism entrepreneurship. The potential for rural tourism develop- ment is conditioned by entrepreneurs’ capability to utilise local physical and non-material resources sustainably. Thus, knowledge about the resourcing behaviour of micro-firms is paramount to understanding their role in promoting sustainable tourism. This study explores how rural micro-firms interact with their spatial environment to design tour- ism value propositions. Our analysis is based on interviews with eight- een owners-managers of tourism micro-firms in rural Sweden. We portray spatial bricolage as a resourcing behaviour that builds on the re-interpretation of existing resources, the unique features of the destin- ation and community involvement. The findings suggest that resource transfer facilitates sustainable development since it enables long-term planning and validates the entrepreneurs’ operation. Moreover, their small-scale enables rural tourism firms to utilise local resources in non- exploitative ways that minimise disturbance for other stakeholders.

  • 3.
    Yachin, Jonathan Moshe
    Dalarna University, School of Technology and Business Studies, Tourism Studies. Mid Sweden University.
    The entrepreneur–opportunity nexus: discovering the forces that promote product innovations in rural micro-tourism firms2019In: Scandinavian Journal of Hospitality and Tourism, ISSN 1502-2250, E-ISSN 1502-2269, Vol. 19, no 1, p. 47-65Article in journal (Refereed)
    Abstract [en]

    The aim of this study is to investigate what sets in motion the process that results in product innovations in rural micro-tourism firms. The point of departure is to place entrepreneurship as a process that precedes innovations. This approach enables the application of the opportunity-based perspective, on the study of 40 new tourism products. Data were collected through in-depth interviews with owner-managers of micro-tourism firms in rural Sweden. The focus of the analysis is on the formation of the entrepreneur–opportunity nexus. The findings suggest that in forming the nexus, three types of forces are at play: internal, supply chain dynamics and reaction to changes. The notion of triggering forces adds a new dimension to the study of entrepreneurial opportunities. The theoretical contribution of this paper to tourism research is twofold. First, it points at the generating moment as a step towards theorising innovations, and second, the findings contribute to the growing knowledge base about entrepreneurial behaviour in micro-tourism firms in rural areas. Finally, in a practical manner, the findings of this study should encourage tourism entrepreneurs to invest in exploring the value chain, regard tourists as sources of knowledge and be attentive to changes in circumstances.

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