Crowdsourcing for Tourism Ventures

Abstract

Purpose

The aim of this chapter is to present techniques to involve the crowd in the ideation and funding process of tourism ventures. The typologies of those techniques are presented before analysing their key success factors and advantages. Finally, a design model is presented in order to help managers and project holders to implement a crowd ideation and funding process.

Methodology/approach

Literature review, quantitative and qualitative methods such as data analysis and interviews were employed to encompass several aspects of crowdsourcing related to tourism ventures.

Findings

This chapter highlights the key success factors and advantages of crowdsourcing and crowdfunding for tourism ventures, formulates recommendations and proposes a concrete tool for every project holder or manager who would like to engage in those activities.

Research limitations/implications

Although several types of crowdsourcing are operative, we only focused on two particular types that are interesting for tourism entrepreneurs.

Practical implications

The key success factors and key advantages presented in this chapter constitute tracks for reflection and for action for the managers and project holders. The crowdsourcing design model is a tool to help entrepreneurs to elaborate campaigns of crowdsourcing/crowdfunding.

Originality/value

This chapter summarises the evolution of involving the crowd in the innovation and funding process of a project. The reasons and success factors are exposed and illustrated with numerous examples from the tourism industry. Finally, a practical model is presented in order to allow the creation of a crowdsourcing/crowdfunding campaign.

Citation

Grèzes, V., Schegg, R. and Perruchoud, A. (2018), "Crowdsourcing for Tourism Ventures", Sotiriadis, M. (Ed.) The Emerald Handbook of Entrepreneurship in Tourism, Travel and Hospitality, Emerald Publishing Limited, Leeds, pp. 331-349. https://doi.org/10.1108/978-1-78743-529-220181025