Year
2019
Degree Name
Doctor of Philosophy
Department
School of Management, Operations and Marketing
Abstract
Theming is used as a powerful tool in the domain of marketing. Themes structure and regulate the rhythm of consumption experiences by facilitating the interplay between human and non-human entities. Trails such as the international ‘Silk Road’ or a local ‘wine trail’ use theming as a tool to connect multiple destinations, services, institutions and products in a geographic region and guide tourism consumption, providing meaningful experiences to travellers. However, how value emerges for the traveller from such a socio-materially constituted marketplace remains unclear. The agentic capabilities of non-human entities such as landscapes, roads, vehicles and other ‘things’ challenge existing conceptualisations of value, revealing a gap in the understanding of value on themed routes with regard to its substantial ontological framing in marketing.
Recommended Citation
Roy, Namita, Following the Theme: Conceptualizing Value as a More-than-Human Achievement, Doctor of Philosophy thesis, School of Management, Operations and Marketing, University of Wollongong, 2019. https://ro.uow.edu.au/theses1/659
FoR codes (2008)
1505 MARKETING, 1506 TOURISM, 150501 Consumer-Oriented Product or Service Development, 150606 Tourist Behaviour and Visitor Experience
Unless otherwise indicated, the views expressed in this thesis are those of the author and do not necessarily represent the views of the University of Wollongong.