Personalisation through co-creation data


Background
The interviews were administered via Zoom to explore customer perception of personalisation and their WTP. A survey was administrated via the JISC online survey platform.

Sample
The interviews and survey were both piloted and conducted, including all participants who were UK citizens and travelled for leisure purposes within 12 months before data collection.

The data set

The interviews contain 5 pilot studies and 37 main interviews. Data was analysed using NVivo 12. The data set was cleaned for questionnaires with substantial missing answers, and the final data set totals 202. The data set is available in xls format. The variable names are the question numbers - see the .xls document. Data was analysed using K-mean cluster analysis in SPSS. 


Outputs based on the data set analysis
Tomczyk, A.T., Buhalis, D., Fan, D.X. and Williams, N.L., 2022. Price-personalization: Customer typology based on the hospitality business. Journal of Business Research, 147, pp.462-476.
Tomczyk, A.T., Buhalis, D., Fan, D.X. and Williams, N.L., in preparation. Personalization through co-creation: Customer expectations of personalisation and their WTP through a mixed-method approach