Tourism on the Verge

Series editors

Pauline J. Sheldon

University of Hawaii, Honolulu, Hawaii, USA

Daniel R. Fesenmaier

University of Florida, Gainesville, Florida, USA

More information about this series at http://www.springer.com/series/13605

Roman Egger • Igor Gula • Dominik Walcher

Editors

Open Tourism

Open Innovation, Crowdsourcing andCo-Creation Challenging the TourismIndustry

EditorsRoman EggerInnovation & Management in TourismSalzburg University of Applied SciencesPuch Urstein, Austria

Igor GulaMODUL University ViennaWien, Austria

Dominik WalcherSchool of Design and Product ManagementSalzburg University of Applied SciencesSalzburg-Kuchl, Austria

Tourism on the VergeISBN 978-3-642-54088-2 ISBN 978-3-642-54089-9 (eBook)DOI 10.1007/978-3-642-54089-9

Library of Congress Control Number: 2015957965

Springer Heidelberg New York Dordrecht London© Springer-Verlag Berlin Heidelberg 2016This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part ofthe material is concerned, specifically the rights of translation, reprinting, reuse of illustrations,recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmissionor information storage and retrieval, electronic adaptation, computer software, or by similar ordissimilar methodology now known or hereafter developed.The use of general descriptive names, registered names, trademarks, service marks, etc. in thispublication does not imply, even in the absence of a specific statement, that such names are exemptfrom the relevant protective laws and regulations and therefore free for general use.The publisher, the authors and the editors are safe to assume that the advice and information in thisbook are believed to be true and accurate at the date of publication. Neither the publisher nor theauthors or the editors give a warranty, express or implied, with respect to the material containedherein or for any errors or omissions that may have been made.

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Preamble and Acknowledgements

The tourism and leisure industry is characterized by a high level of dynamic

change. The entire sector is now facing even greater challenges resulting from the

enormous complexities, global competition, rapidly changing structures, processes

and products, altered values and standards among customers, social change, and

many other factors. This market dynamism is further accelerated by the great share

of information and communication technologies used in the sector, a factor which is

also responsible for establishing an entirely new balance of power between the

customers and the providers. Add to this that the increasing expectations on the

demand side coupled with the new empowered self-image of the customers, who

can or wish to take on a new and more active role throughout the value generation

chain in future, call for an innovative approach to be adopted by the entire industry.

The tourism industry has, however, always been relatively rigid in its attitude to

innovations. And despite the fact that innovative approaches to business are now

firmly anchored in many industries, the service sector is significantly behind in this

development, and new approaches are only taken up in a very slow and delayed

manner. When reading the scientific literature on the subject a point that is

immediately apparent is how few and far between technical and innovative

approaches are in the tourism context and how very little discussion they receive.

Actually there are many approaches of openness and collaboration in the field of

tourism. Interestingly, there is no systematic collection and overview of these

approaches. The book “Open Tourism” aims to bridge this gap by focusing on

reports and case studies of Open Innovation, Crowdsourcing, and Co-Creation in

the tourism industry. Therefore methods, theories, and models are discussed and

examined regarding their practical applicability in tourism.

The process by which a book of this kind is written is often laborious and long

drawn-out, but frequently beginning with a pleasant or amusing anecdote. This also

applies in the present case. Many years ago and long before we ever even thought

about bringing out a book on the subject of Open Tourism, Roman visited a small

hotel not far from Salzburg. The hotel has 80 beds, and despite the close proximity

to the provincial capital city it is somewhat remote and off the map in a tourism

v

weak valley. During a discussion, the hotelier explained that over many years he

had offered a special week for regular guests in October. The week concerned is

always the one in which the hotel is prepared for the winter. This all began when a

number of the regulars asked the hotelier if they might not be able to lend a hand

during this winter preparation work. This included tasks such as harvesting the last

of the apples, raking the autumn leaves, putting the pot plants away for the winter,

helping out in the kitchen, and a great many other seasonal chores. Over the years,

lists of the help work were compiled and the guests asked on arrival when and

where they could make themselves useful and enter their names in the list. A very

warm and social atmosphere developed as a result, and over the years these guests

became more and more firmly integrated in this hotel process. Tasty snacks to keep

them all going, the gratitude and appreciation they received for their work and the

pleasant feeling of being a part of something of value and importance was a

welcome reward for the effort. We still find this a very pleasing and successful

example of innovation and especially convincing through its simplicity. One could,

of course, make a crowdsourcing case study out of this, by describing each detail

and episode in full, by analyzing all the various facets of the project and by coming

up with a whole range of different theoretical references. But we do not intend to do

this here. Our aim is for the reader to let this account sink in and take its effect; with

all its simplicity, clarity, and in the knowledge that it all functions simply because

someone was prepared to give free reign to the group dynamics of the guests and

also provided the framework conditions required for this to flourish.

Years later, Igor Gula wrote his master thesis “Crowdsourcing in the Tourism

Industry; Using the Example of Idea Competitions in Tourism Destinations” in

Roman’s “Innovation und Management in Tourism” course at the Salzburg Uni-

versity of Applied Sciences. Igor had worked his way carefully through all the

theories and models and brought them all in with outstanding skill in his work.

While Igor was presenting his thesis during the finals, Roman had the idea of

editing a book with him on the subject. Dominik, who is also a Professor at the

Salzburg University of Applied Sciences, MIT Associate, and a leading expert in

the field of mass customization, was also brought in and this is how we ended up

working as a trio on the book concept. A few months and numerous workshops

later, a suitable framework was developed (contribution–utilization matrix), which

in addition to its theoretical contribution was also structurally determining for the

way the book developed. The closely linked thematic issues Open Innovation,Crowdsourcing, and Co-Creation were subsumed and brought into a relationship

with each other under the basket term Open Tourism. Ultimately, 36 chapters were

identified, selected, and edited for inclusion, and 74 authors worked on them.

As with every book, numerous people have been involved in the working

process. First and foremost we would like to thank the authors for their contribu-

tions. It is their knowledge and the high quality of the essays they have written that

brings this book to life. Christian Rauscher from Springer adopted the project and

helped us to develop the book. He was a constant support throughout and gave us a

free hand even at the most difficult times, ensuring that the work could be published

as we had intended. Finally, of course, we would like to express our gratitude to our

vi Preamble and Acknowledgements

families and loved ones for the endless support and encouragement they have

given us.

It is our hope this book will prove to be of value for the scientific community,

students, and also for professionals and achieve a widespread echo.

Autumn, 2014 Roman Egger

Igor Gula

Dominik Walcher

Preamble and Acknowledgements vii

ThiS is a FM Blank Page

Contents

Part I Theoretical Fundamentals and Concepts

Towards a Holistic Framework of Open Tourism . . . . . . . . . . . . . . . . . 3

Roman Egger, Igor Gula, and Dominik Walcher

Innovation Through Co-creation: Towards an Understanding

of Technology-Facilitated Co-creation Processes in Tourism . . . . . . . . . 17

Barbara Neuhofer

The Importance of Customer Co-creation of Value for the Tourism

and Hospitality Industry . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35

Digna Roeffen and Ursula Scholl-Grissemann

IT-Enabled Value Co-creation in a Tourism Context: The Portale

Sardegna Case . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47

Francesca Cabiddu, Tsz-Wai Lui, and Gabriele Piccoli

Open Source Marketing in Tourism: Motivational Drivers

and Practical Approaches . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61

Klaus-Peter Wiedmann and Sascha Langner

Crowdsourcing in the Lodging Industry: Innovation on a Budget . . . . . 79

Brendan Richard, William P. Perry, and Robert C. Ford

Improving Hotel Industry Processes Through Crowdsourcing

Techniques . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95

Jose Luis Galdon-Salvador, Fernando J. Garrigos-Simon,

and Ignacio Gil-Pechuan

Motivation for Open Innovation and Crowdsourcing: Why Does

the Crowd Engage in Virtual Ideas Communities? . . . . . . . . . . . . . . . . 109

Ulrich Bretschneider and Jan Marco Leimeister

ix

The Value of Crowdfunding: The Significance of Community-Financed

Projects Beyond the Act of Financing . . . . . . . . . . . . . . . . . . . . . . . . . . 121

Christian Papsdorf

Open Innovation in the Tourism Experience Sector:

The Role of Practice Based Knowledge Explored . . . . . . . . . . . . . . . . . . 137

Hindertje Hoarau

Open Innovation: A Chance for the Innovation Management

of Tourism Destinations? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 153

Birgit Pikkemaat and Mike Peters

Managing Open Innovation in Small and Medium-Sized Enterprises

(SMEs) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 171

Sabine Brunswicker

Part II Case Studies: Information Level

Netnography: The Mint Journey . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 191

Michael Bartl and Nayeli Tusche

Prospects of Technology-Enhanced Social Media Analysis for Open

Innovation in the Leisure Industries . . . . . . . . . . . . . . . . . . . . . . . . . . . . 205

Markus Lassnig, Mark Markus, Robert Eckhoff, and Kathrin Parson

Review Platforms in Destinations and Hospitality . . . . . . . . . . . . . . . . . 215

Barbara Gligorijevic

Review Platforms in Hospitality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 229

Alexander Fritsch and Holger Sigmund

Exploring TripAdvisor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 239

Kyung-Hyan Yoo, Marianna Sigala, and Ulrike Gretzel

Opening Up Government: Citizen Innovation and New Modes

of Collaboration . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 257

Stefan Etzelstorfer, Thomas Gegenhuber, and Dennis Hilgers

Part III Case Studies: Creation Level

Crowdsourcing in the Tourism Industry: From Idea Generation

Towards Merchandizing User-Generated Souvenirs . . . . . . . . . . . . . . . 277

Johann Fuller, Katja Hutter, and Giordano Koch

Collecting Tour Plans from Potential Visitors: A Web-Based

Interactive Tour-Planner and a Strategic Use of Its Log Data . . . . . . . . 291

Yohei Kurata

x Contents

CrowdCity: Crowdsourcing an Online Smart City Magazine . . . . . . . . 299

Paul Blazek

How Quebec City Crowdsources Locals to Promote Its Destination . . . 307

Frederic Gonzalo

Involvement of Tourist Visitors to the UNESCO World Heritage

Site of Goa, India . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 313

Mihir Ignatius Nayak and Kurt Luger

The InnoWellen Case Study: The Use of Web-Based Idea

Competitions as a Tool of Stakeholder Participation in the Leisure

Industry . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 323

Benjamin Kreitmeir

Potential of Open Innovation Models in the Tourism Sector: Three

Case Studies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 333

Marut Doctor, Marc Schnyder, and Sandra Burcher

Crowdsourcing as a Tool to Help Generate Innovation in Small

and Medium-Sized Hotels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 343

Jennifer Menzel

Co-creation in Club Tourism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 353

Katsutoshi Murakami

Gamification: Best Practices in Research and Tourism . . . . . . . . . . . . . 363

Dorothee Stadler and Volker Bilgram

Open Service Prototyping . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 371

Christiane Rau, Julia Jonas, and Fiona Schweitzer

Flinkster: The Carsharing Platform of Deutsche Bahn AG . . . . . . . . . . 383

Petra Ringeisen and Robert Goecke

Case Study INNOTOUR: Providing Open Innovation in Tourism

Education, Research and Business Development . . . . . . . . . . . . . . . . . . 393

Janne J. Liburd and Anne-Mette Hjalager

Part IV Case Studies: Provision Level

The Crowdfunding Ecosystem: Benefits and Examples of Crowdfunding

Initiatives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 405

Reinhard Willfort, Conny Weber, and Oliver Gajda

Beyond the Offer: Co-creation in Tourism: When Your Guest Becomes

Your Partner, Value Emerges . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 413

Frank T. Piller and Christian Gulpen

Contents xi

Working Customers in the Hotel Industry: And Why They Work . . . . . 423

Kerstin Rieder, Marco Schr€oder, Isabel Herms, and Anita Hausen

Innovation for Volunteer Travel: Using Crowdsourcing to Create

Change . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 435

Thomas Kohler, Anna Stribl, and Daniel Stieger

Further Open Tourism Examples and Cases . . . . . . . . . . . . . . . . . . . . . 447

Philipp Allerstorfer, Kim Boes, Igor Gula, Zsofia Horvath, and Emre Ronay

Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 471

xii Contents

List of Contributors

Roman Egger is Professor of Tourism at the Salzburg University of Applied

Sciences. He graduated in Communications Sciences and gained his Doctorate

from the University of Salzburg, where he specialized in the fields of Information-

and Communication Technologies in Tourism. He worked at the Tourism Board of

Salzburg as a marketer. Roman is senior researcher and lecturer at the Salzburg

University of Applied Sciences at the department of Innovation and Management in

Tourism and divisional head of eTourism. He has written and coedited 14 books,

published a number of articles in books and journals, and is coeditor of the scientific

Journal “Zeitschrift fur Tourismuswissenschaft.” He is a Member of the Interna-

tional Federation of Information Technology for Travel and Tourism (IFITT),

OGAF, DGT, and AIEST.

Igor Gula is a graduate of a Bachelor’s degree program in tourism business studies

of the Management Center Innsbruck and of a Master’s degree program in innova-

tion and management in tourism of the Salzburg University of Applied Sciences.

He completed his internship in the department of Marketing New Media at the

headquarters of the Casinos Austria in Vienna. Igor wrote his Bachelor’s thesis

about the trends of the modern ICTs and their impacts on tourism, focusing on

Dynamic Packaging, mTourism, and Social Semantic Web. For his Master’s thesis,

he analysed the aspects of Open Innovation and Crowdsourcing in tourism and

conducted a web-based ideas competition in cooperation with the Slovak Tourist

Board. Igor is currently in charge of the corporate customer service at the Hotel

Zeitgeist Vienna and also studies business administration at the MODUL Univer-

sity in Vienna.

Dominik Walcher studied Architecture and Management at the University of

Stuttgart, the Technical University Munich (TUM), and the University of California

at Berkeley. After some years of gaining work experience, he joined Prof.

Reichwald’s chair for Management at TUM in 2001, where he was part of Frank

Piller’s newly founded Center for Mass Customization and Open Innovation. His

doctoral thesis about Customer Integration at Adidas was awarded with several

xiii

prizes. Since June 2006, he is professor for Marketing and Innovation Management

at Salzburg University of Applied Sciences/School for Design and Product Man-

agement. He extended his field of research to Brand Management, Business Crea-

tion, and Sustainability Marketing. He was founder of a start-up company in the

field of customizable and eco-intelligent products. Results from his practical expe-

rience and academic research are numerously published and part of his teaching and

consultancy. Dominik Walcher is visiting professor at universities in Germany,

Switzerland, and Italy. Since May 2010, he is Research Associate at Massachusetts

Institute of Technology (MIT) directing the LivingLabs’ “Customization 500”

initiative.

Philipp Allerstorfer graduated from the Tourism Management program at IMC

University of Applied Sciences in Krems and is currently enrolled in the Web

Science program of Johannes Kepler University in Linz. Philipp is frequently

attending scientific conferences and is currently researching in the field of virtual

currencies. Furthermore, he is employed in the field of e-Tourism and implements

e-commerce-projects for national and international hotel chains and tourism

destinations.

Kathrin Parson Bakk is an innovation researcher at Salzburg Research. She

studied sociology at the Karl-Franzens-University in Graz. Before she joined the

InnovationLab of Salzburg Research, she worked on quantitative and qualitative

evaluation, quality management, and assurance at the University of Music and

Performing Arts Graz. Her research interests include online communities and the

application of information and communication technologies in (open) innovation

processes.

Michael Bartl is CEO for HYVE—the innovation company. Prior to HYVE,

Michael worked for the carmaker AUDI in the R&D division. He started his

academic career with a Bachelor of Science from the University of Westminster

London, a Dipl.-Kfm. from the University of Munich (LMU), and a PhD from the

Otto Beisheim Graduate School (WHU) on the topic of “Customer integration in

NPD.” Michael has authored numerous articles and papers on the subjects of

Co-Creation, Open Innovation, Netnography, Community-based Innovation, and

Future Developments in Innovation Management. He has published in leading

international journals such as Journal of Product Innovation Management, Elec-

tronic Commerce Research Journal, Harvard Business Manager and is research

fellow of the Peter Pribilla Foundation. He is the author of the E-Journal “The

Making-of Innovation” (http://www.makingofinnovation.com) and a regular

speaker and host at innovation and other industry conferences. Since 2011, Michael

is as an elected member of the national executive committee of the German

Association of Market and Social Research (BVM). In 2012, he was appointed as

German senator to the Senat der Wirtschaft which is part of the Global Economic

Network.

xiv List of Contributors

Volker Bilgram is Associated Researcher at the Technology & Innovation Man-

agement Group of RWTH Aachen University and Team Lead at HYVE, an Open

Innovation company. His academic research interest is on distributed innovation

systems, consumer empowerment, and co-creation and has been published in

journals such as the International Journal of Innovation Management, Marketing

Review St. Gallen, and Harvard Business Manager. Volker graduated in Interna-

tional Business Law at the University of Erlangen-Nuremberg with a focus on New

Product Development and Open Innovation.

Paul Blazek is founder and CEO of the digital agency cyLEDGEMedia in Vienna

and founder and board member of several start-ups. He teaches social network

marketing at the University of Applied Science in Salzburg and referral marketing

at the Lucerne University of Applied Sciences and Arts, is scientific head of the

annual Business Goes Social Media Conference in Austria, founding member of the

International Institute on Mass Customization and Personalization (IIMCP),

research fellow of the Peter Pribilla Foundation, and is associated to the MIT’sSmart Customization Group.

At cyLEDGE he developed CrowdCity (www.crowdcity.com) to generate

knowledge about upcoming standards and success factors of crowdsourcing

approaches.

www.twitter.com/PaulBlazek

Kim Boes is currently a PhD Researcher at the eTourismLab at Bournemouth

University, UK, where she writes her thesis about Smart Tourism Destinations:

Explore how smartness improves competitiveness in the context of tourism desti-

nations. Kim holds a Bachelor’s and a Master’s degree in Innovation and Manage-

ment in Tourism from the University of Applied Sciences Salzburg, Austria. Before

joining Bournemouth University, she was working as a research assistant at the

tourism research department at the University of Applied Sciences Salzburg in

Austria.

Ulrich Bretschneider is a senior researcher at the department for Information

Systems at University of Kassel, Germany. He received his PhD from the

Technische Universitat Munchen, Germany, in 2011 with a dissertation about

Open Innovation Communities. His research areas include Open Innovation,

Crowdsourcing, and Crowdfunding. His work has been published in several aca-

demic journals, such as the Journal of Management Information Systems (JMIS),

and international conferences, such as the Annual Meeting of the Academy of

Management or the European Conference on Information Systems (ECIS). In

2013, he has been awarded with the Emerald Citation of Excellence Award for a

research paper in the JMIS.

Sabine Brunswicker is an innovation researcher with a particular interest in open

innovation and innovation ecosystems. She is an Associate Professor of Innovation

and Director of the Research Center for Open Digital Innovation (RCODI) at

Purdue University in West-Lafayette, United States. She is also affiliated with

List of Contributors xv

Esade Business School, at Ramon Llul University in Spain, holds a role as Adjunct

Professor at the School of Information Systems, Queensland University of Tech-

nology (QUT) in Australia, and is a strategic advisor for open innovation at the

Fraunhofer Institute for Industrial Engineering, Germany. Sabine holds a Master in

Engineering and Management Sciences (MSc, dual degree), a Master of Commerce

with a Specialization in Marketing & Entrepreneurship, and a PhD in the area of

innovation management. Sabine’s general research interests lie in understanding

collaborative models of innovation and value creation in today’s global and digital

economy. She maintains an active network of industry partners and foundations

pioneering open and digital forms of innovation. Further, she closely interacts with

the European Commission and is a member of the Open Innovation Strategy and

Policy Group (OISPG) of DG Connect.

Sandra Burcher studied geography and history at the University of Fribourg in

Switzerland from which she has a Master’s degree with focus on Sustainable

Development. She wrote her Master’s thesis about the reconstruction of decision-

making processes in the Nature Park of Binntal. After her studies, she completed an

internship in the network of Swiss Parks. She gained more work experience at the

Swiss Centre for Mountain Regions and as an assistant at the Institute of Tourism of

the University of Applied Sciences of Western Switzerland. Currently, she is doing

her PhD on entrepreneurship in non-metropolitan Swiss regions at the University of

Berne.

Francesca Cabiddu is Assistant Professor in Management in the Faculty of

Economics of the University of Cagliari, Italy. Cabiddu’s research interest has

focused on strategy management, dynamic capabilities, customer service, and

consumer behavior. She is currently pursuing a long-standing interest in Tourism

and Information Technology.

Marut Doctor has a Master’s degree in Natural Sciences /Geography from the

Swiss Federal Institute of Technology in Zurich. As a meteorologist and a clima-

tologist, he has been working since 2007 at the Institute of Tourism of the Univer-

sity of Applied Sciences of Western Switzerland. He has worked on the effects of

weather and climate on the economy of a region, the optimization of artificial snow

and of the skier flow, and other domains of tourism not linked with meteorology,

especially the open innovation processes in tourism. He participated also in the

Interreg project on the adaptation of Alpine tourism to climate change. Now, he

works for a good part of his time on the Tourism Observatory of the Valais. This

includes especially tourist frequentation (e.g., hotel overnight data) and the differ-

ent economic and meteorological factors which influence this frequentation.

Robert A. Eckhoff is innovation researcher and consultant at the InnovationLab.

He studied social sciences, management, and organizational psychology at Jacobs

University Bremen (Germany) and the Free University of Amsterdam (Nether-

lands). His research interests include creativity, innovation management, team

diversity, and diversity training. He advises companies with regard to their inno-

vation management and innovation strategy and has published in journals such as

Human Relations, The Journal of Intellectual Capital, and others.

xvi List of Contributors

Stefan Etzelstorfer is student of business economics and law at Johannes Kepler

University Linz, Upper Austria, focusing on public management, knowledge man-

agement, and business law. For many years, he volunteered for the Austrian Student

Union (OH) in Linz and was its head from 2010 until 2011. Currently, he is working

on his diploma thesis on challenges of introducing open government at a local level

with a focus on the City of Linz municipality.

Robert C. Ford is professor emeritus of management at the University of Central

Florida. His research and teaching focus is on the management of service organi-

zations. He has authored or coauthored numerous books and publications in both

top research and practitioner journals and served as editor of The Academy ofManagement Executive. He has held numerous offices in his professional organi-

zations including president of the Southern Management Association where he was

elected as a Fellow and received its Distinguished Service Award. He also served as

a founding member and Chair of the Accreditation Commission for Programs in

Hospitality Administration.

Alexander Fritsch is an expert in online tourism. In addition to his work as a

consultant, coach, and speaker, he is a lecturer for “eTourism” at the University of

Applied Sciences in Chur, Switzerland.

Johann Fuller holds the chair for Innovation and Entrepreneurship in the Depart-

ment of Strategic Management, Marketing and Tourism, at the University of

Innsbruck. Since his habilitation, he has been a senior lecturer of Marketing at

the Innsbruck University School of Management. He is Fellow at the NASA

Tournament Lab-Research at Harvard University and founder and CEO of HYVE

AG, Europeans leading (open & user) innovation and community agency. From

2008 to 2010, Johann was a visiting scholar and research affiliate at MIT Sloan

School of Management.

Oliver Gajda co-founded the European Crowdfunding Network and is acting

Chairman & Executive Director and is an Executive Committee Member of CF50

Inc., the global think tank on Crowdfunding. As a business consultant, journalist, as

well as start-up and buyout manager, Oliver worked with venture capital,

microfinance, technology, and social entrepreneurship in commercial, nonprofit,

and trade association settings in Europe and the USA. Oliver started his career in

the early 1990s in the publishing and market research industries. He holds Masters

degrees from Solvay Business School at the Universite libre de Bruxelles and from

the University of Hamburg; he also studied at SEESS, University College London,

in London.

Jose Luis Gald�on has a Bachelor’s degree in Telecommunications Engineering

from the Universidad Politecnica de Valencia (Spain) and a Bachelor in Business

Administration from the Universidad Europea de Madrid. He has an MSc in

Renewable Energies and has completed a course on business management at the

IESE Business School in Barcelona. He has published articles in international

List of Contributors xvii

books and journals in the areas of new technologies, tourism management, and

knowledge management. He has taught and done research at universities in South

America (Peru and Ecuador).

Thomas Gegenhuber is currently a doctoral student and recipient of a fellowship

(“DOC-team”) from the Austrian Academy of Sciences at the Institute for Organi-

zation and Global Management Studies at Johannes Kepler University, Linz. His

research interests include crowdsourcing, (open) innovation, and organization

theory. Furthermore, he is an open government advocate and contributes to such

projects in Linz.

Barbara Gligorijevic has both academic and professional backgrounds in mar-

keting. She holds an MBA in Marketing from the University of Sheffield. Her PhD

research in media and communication and marketing at the Queensland University

of Technology was funded by Smart Services Cooperative Research Centre (CRC).

In a professional capacity, Barbara has worked as a market research consultant for

major international brands in the retailing, finance, and telecom industries. Her

research is focused on the use of electronic word-of-mouth marketing on social

media platforms, specifically user-created reviews, ratings, and recommendations

(across different industries: travel and tourism, consumer electronics, and retailing)

and their impact on the purchasing decision-making process.

Robert Goecke is professor for information and service management at the faculty

of tourism of the University of Applied Sciences Munich since 2006. From 1999 to

2006, he has been cofounder and CEO of segm@—service engineering & man-

agement AG which develops innovative internet-based services. Between 1996 and

1998, he worked as a consultant for major companies and lead a public funded

interdisciplinary research project about new services for the twenty-first century.

Robert Goecke received a diploma in computer science in 1991 and a doctorate of

business administration in 1996 at Technische Universitat Munchen.

Frederic Gonzalo is passionate about marketing and communications, with over

19 years of experience in the travel and tourism sphere. Early 2012, he launched

Gonzo Marketing and works as a strategic marketing consultant, professional

speaker, and trainer in the use of new technologies (web, social media, mobile).

He writes regularly about e-tourism on his blog fredericgonzalo.com and collab-

orates to influential sites such as Social Media Today, Business2Community, and

ehotelier. In 2013, he was ranked most influential blogger for e-tourism and travel

in the province of Quebec (Canada) and second most influential blogger for

marketing & social media in the province of Quebec (Canada).

Ulrike Gretzel is Professor of Tourism at the University of Queensland, Australia.

She received her PhD in Communication from the University of Illinois at Urbana-

Champaign, USA. Her research interests focus on online consumer behavior,

persuasion in online communication, social media marketing, and issues related

to the development, adoption, and use of intelligent systems in tourism. She is

Editor-in-Chief of the e-Review of Tourism Research and serves on the editorial

boards of several other journals. She also served on the board of IFITT.

xviii List of Contributors

Christian Gulpen is head of the business development division at RWTH Aachen

University Technology and Innovation Management Group (TIM Group). He has a

background of multiple years in both management and strategy of academic

executive education. At TIM Group, he is responsible for the development of

new external education programs and corporate consulting.

Anita Hausen holds a Doctorate in Public Health from the Center for Social

Policy, University of Bremen. She has a variety of research interests which include

health services research, especially the quality assurance of healthcare, and work-

place quality. Currently, she works as a research associate at the Institute of General

Practice, University of Ulm. Before that, she worked in projects such as PiA

(Professionalization of Interactive Work) and Talking Eyes. She studied Public

Health at the Free University of Berlin and Health Management at the University of

Applied Sciences of Magdeburg-Stendal.

Isabel Herms is an employee at the B·A·D GmbH (Munich), a company dealing

with occupational health and safety and workplace health promotion. Prior to this,

she was employed in various research projects at the Technical University of

Munich, Technical University of Dresden, and at Aalen University. Furthermore,

she is a freelancer, offering trainings and consulting. She holds a Diploma (2007,

German master’s-level degree) from the Technical University of Dresden. Her

research and activities focuses on emotion work in human service work and

occupational health.

Dennis Hilgers is professor of Public and Non-profit Management at the Johannes

Kepler University Linz. His research focuses on managing innovation and perfor-

mance in public administrations. One of the phenomena of his particular interest is

open government, the application of open innovation methods for service innova-

tion, and offerings in the public sector. He has been a coordinator on several large-

scale project consortia in this field that receive funding from the European Union

and the German Science Foundation.

Anne-Mette Hjalager is professor and research director at the Danish Center for

Rural Research, University of Southern Denmark. Her areas of interest are among

others local development, innovation, and labor market issues in tourism. She is

involved in transnational research in the fields of rural wellbeing and ecosystems

services and in the exploration of innovation issues in tourism. She is the cofounder

of the INNOTOUR platform and the editor-in-chief of Journal of Gastronomy and

Tourism.

Hindertje Hoarau is originally Dutch and since 2009 living and working in

Northern Norway. She is a PhD candidate at the Bodø Graduate School of Business

at University of Nordland. Her thesis about innovation in Nordic nature-based

tourism is part of the research project Northern Insights (www.opplevelserinord.

no). Hindertje got her bachelor in Environmental Management and Policy from the

Radboud University in Nijmegen and her Master in International Development

Studies from the Wageningen University and Research Centre (both Dutch

List of Contributors xix

Universities). After working as a consultant and project manager in The Nether-

lands, she continues her Academic career in Norway. Her research interests are

organizational change, knowledge, learning, tourism-SME’s, sustainability, andcorporate social responsibility.

Zs�ofia Horvath holds a Bachelor’s degree in Tourism and Hospitality Manage-

ment from the Budapest Business School, Hungary. Zs�ofia is currently finishing hermaster diploma at the Salzburg University of Applied Sciences in Austria. In her

master thesis, she analysed the acceptance of Mobile Marketing in Tourism. In

cooperation with the Salzburg State Theatre she developed a mobile application

prototype to explore the potential of mobile marketing on a traditional institution.

Katja Hutter is Assistant Professor at the Innsbruck University School of Man-

agement and a research fellow at Harvard-NASA Tournament Lab at the Institute

for Quantitative Social Science. Katja holds a doctorate degree in Social and

Economic Sciences from the University of Innsbruck. Her research interest is in

the field of open innovation, especially idea contests and online innovation

communities.

Julia Jonas is research associate and doctoral student at the Chair for Information

Systems I—Innovation & Value Creation at the FAU Erlangen-Nuremberg. She is

researching on the integration of internal and external stakeholders in service

innovation throughout the innovation process. She graduated from Karlstad Uni-

versity, Sweden, specializing on Service Management and Marketing and looks

back at over 4 years of experience as a project manager in an innovation consul-

tancy, where she assisted clients such as Beiersdorf, W.L. Gore or Symrise to plan

and conduct open innovation projects.

Giordano Koch is currently working on his PhD at the University Hamburg. His

research interests are open innovation and co-creation in the public as well as

private sector including different forms of citizen participation. Furthermore, he

is lecturer at the Johannes Kepler University of Linz (Austria) and an eligible

speaker on topics of Open Government, Open Innovation within Public Adminis-

tration, and Citizen Participation. Besides this, Giordano Koch is managing director

at HYVE Innovation Community GmbH.

Thomas Kohler is Associate Professor of Marketing at Hawaii Pacific University

and the founder of travel2change. The crowdsourcing platform travel2change is

shaped by Thomas’ research on how organizations can use crowdsourcing to create

social innovation. His previous research has been published in journals such as the

MIS Quarterly, Technovation, and the Harvard Business Manager.

Benjamin Kreitmeir works at the crowdsourcing software company innosabi. As

a project manager, he is in charge of managing and guiding companies of all sizes

through the concept and application of their open innovation projects and cam-

paigns. He is a Masters graduate of Tourism and Entrepreneurship of the Manage-

ment Center Innsbruck and holds a Bachelor’s degree in Tourism Management

from Munich University of Applied Sciences. Benjamin Kreitmeir wrote his Mas-

ter’s thesis on the application of open innovation and crowdsourcing in order to

xx List of Contributors

activate and support stakeholder participation in Alpine-Destinations. During his

studies, he was working for an Online Marketing Agency, learning how to best

utilize the economic possibilities of a digitalized world.

Yohei Kurata is an associate professor at the Department of Tourism Science,

School of Urban Environmental Sciences, Tokyo Metropolitan University since

2010. He studied spatial information science and engineering at the University of

Maine, USA, and got PhD there in 2007. His primary research interest is the use of

geo-spatial information technologies in the tourism domain, especially for

enriching the experience of self-guided travellers.

Sascha Langner is Assistant Professor of Marketing and Management at the

Leibniz University of Hannover. His main research fields are Online Marketing,

Consumer Behavior, and Neuroeconomics.

Markus Lassnig is head of the competence field e-tourism (http://etourism.

salzburgresearch.at) and senior researcher at the InnovationLab at Salzburg

Research. His scientific focus is on different aspects of internet economics, inno-

vation management, business management, and strategy—especially in the tourism

and leisure industries. In these fields, he is also teaching at Universities of Applied

Sciences in Austria and Germany. Markus Lassnig studied communication research

and political science at the University of Salzburg. He holds a degree in the field of

media economics of audiovisual mass media and a PhD in the field of internet

economics.

Jan Marco Leimeister joined St. Gallen University in 2012 as a professor at the

Institute of Information Management (IWI HSG) and is also the Chair of Informa-

tion Systems at Kassel University (Germany) since 2008. His research focuses on

Service Engineering, Collaboration Engineering, IT Innovations, and Technology

Management. He runs several research groups, and his research projects are funded

by European Union, German Ministries, and DFG. Jan Marco Leimeister authored

and/or edited more than 13 books as well as more than 300 scientific publications.

His research has been published in a broad range of Journals such as Journal of

Management Information Systems (JMIS) or Information Systems Journal (ISJ). In

addition, Jan Marco Leimeister serves on the editorial board of the European

Journal of Information Systems (EJIS), is a Senior Editor of the Journal of Infor-

mation Technology (JIT), and is regularly member of programme committees of

international conferences.

Janne J. Liburd is a Doctor in Philosophy, Associate Professor, and research

director of the Centre for Tourism, Innovation and Culture, University of Southern

Denmark. She is an anthropologist, and her research interests are in the fields of

higher education and sustainable tourism development. She has published on

epistemology, Open Innovation and Web 2.0, tourism education, quality of life,

national park development, heritage tourism, tourism crisis communication, NGOs

and the being of the university. Dr. Liburd has conducted a number of research

projects relating to competence development for tourism practitioners and tourism

List of Contributors xxi

educators. She is the cofounder of the INNOTOUR platform and serves on several

editorial boards. Dr. Liburd is the past Chair of the B.E.S.T. Education Network

(2005–2010).

Kurt Luger is Professor of Transcultural communication at the Department of

Communication, Salzburg University, Chairman of EcoHimal, and UNESCO Chair

of Cultural Heritage. Recent publications include: Cultural Heritage and Tourism(ed. with Karlheinz Woehler, 2010); World Heritage and Tourism (ed. with

Karlheinz Woehler, 2007); Searching for the place of eternal happiness—Culture,tourism and development in the Himalayas (2007).

Tsz-Wai Lui is Assistant Professor at the International College at Ming Chuan

University, Taiwan. Her research interests include customer service systems and

virtual worlds. Her research has been published by the Center of Hospitality

Research (CHR) at Cornell and in European Journal of Information Systems, The

DATABASE for Advances in Information Systems, and Annals of Tourism

Research.

Mark Markus is a senior researcher at the InnovationLab, a socioeconomic

department at Salzburg Research, focusing on consulting and research in the front

end of innovation management. He supports companies to identify and develop

product and process innovations and teaches entrepreneurship and innovation at the

University of Applied Sciences. Mark Markus has worked with companies like

Atomic, KTM, OAMTC. He holds a doctorate in communication science at the

University of Salzburg and has completed the education in innovation management

at Management Centre Innsbruck, concentrating especially on how companies can

generate innovations with users and customers.

Jennifer Menzel is Product Developer at the Online Hotel Search trivago GmbH.

Prior to her current position, she graduated from the Management Center Innsbruck

with a Master’s degree in Entrepreneurship & Tourism. During her studies, she

spent three semesters abroad studying the field of tourism in Switzerland, Costa

Rica, and South Africa. Her Master thesis about Crowdsourcing as a tool for

innovation in the hotel industry was one of the first scientific works researching

the topic for small- and medium-sized hotels. It was awarded with the Austrian

prize for tourism research in 2011.

Katsutoshi Murakami is a senior consultant and a general manager at Nomura

Research Institute, Ltd in Japan. He received his Bachelor’s degree in Law from

Keio University and an MBA degree from the University of Michigan. He is a

management consultant who has expertise in business strategy, innovation, and

information technology. His consultation approach is providing hands-on solutions

to implementing strategies and innovation concepts using IT. He has extensive

consultation experience in a wide range of industries including travel agencies,

global hotel chains, and theme parks.

xxii List of Contributors

Mihir Ignatius Nayak attended the prestigious Salzburg Tourism School in Bad

Hofgastein, where he graduated with Excellence. After completing his BA (Hons)

at the University of Derby UK, he did his Masters in Innovation & Management in

Tourism at the Salzburg University of Applied Sciences where Prof. Dr. Roman

Egger was one of his Professors. Mihir is currently pursuing his PhD in UNESCO

Heritage Communication and Tourism at the University of Salzburg, Austria with

Prof. Dr. Kurt Luger as his PhD Supervisor. Mihir is currently a Visiting Lecturer at

the elite IUBH Tourism University in Bavaria and also runs his own Heritage Hotel

in Goa’s Heritage Zone of Fontainhas.

Christian Papsdorf is a lecturer at the Department of Sociology at the Chemnitz

University of Technology. His research activities are focused on Internet sociology,

industrial sociology, communications, and media sociology. In 2012, he was

awarded a doctoral degree for his dissertation entitled “Internet and Society. On

the relation between Online and Offline against the background of mediated

communication.”

Ignacio Gil Pechuan is a Full Professor in the Business Organisation Department

at the Universitat Politecnica de Valencia (Spain). He has a PhD in Computing. He

also has Bachelor degrees in Business Administration, Library Science, and Market

Research. He has an MSc in Information Technology Systems, from the

Universidad Politecnica de Valencia (Spain), and has completed a business man-

agement programme at IESE Business School (UNAV). He has published articles

in international books and journals, such as the Annals of Tourism Research,

Tourism Management, the International Journal of Technology Management, the

Journal of Knowledge Management, Small Business Economics, Management

Decision, and The Service Industries Journal.

William P. Perry is a senior hotel executive and Global Head of Hotel Asset

Management for Cii Hotels & Resorts based in Johannesburg, South Africa. Wil-

liam’s career spans more than two decades with major hotel brands including Ritz-

Carlton, Marriott, Westin, Hilton, Courtyard, Hampton Inn & Suites, The St. Regis,

and Radisson. His experience includes hotel operations, sales and marketing,

revenue management, development, and asset management. William holds a BA

from Stetson University, an MBA from Georgia College & State University, and an

MHR degree from Rollins College. He is a member of Skal International and the

Chaine des Rotisseurs.

Mike Peters is Associate Professor at the Management Center Innsbruck, MCI

Tourism. After finalizing his apprenticeship, he gained working experience in the

hotel industry in Germany before he was studying social sciences at the Universities

of Regensburg (Germany) and Innsbruck (Austria). He holds a doctoral degree and

a professorship in the field of business management and published in well-known

tourism journals.

Gabriele Piccoli after earning tenure at the School of Hotel Administration at

Cornell University Gabriele Piccoli is now Associate Professor at the University of

Pavia. His research expertise is in strategic IS and the use of IT to support customer

List of Contributors xxiii

service in the hospitality and tourism sector. His research has appeared in MIS

Quarterly, The Cornell Hospitality Quarterly, Harvard Business Review, Decision

Sciences Journal, as well as other academic and applied journals.

Birgit Pikkemaat is Assistant Professor and founder of ifit—the Institute of

Innovative Tourism, a research and consulting initiative focusing on the analysis

of product development and innovation processes in tourism. Her academic work

was published in a number of acquainted journals and covers empirical insights in

small tourism business and destination innovation processes.

Frank T. Piller is a Professor of management and head of the Technology and

Innovation Management Group (TIM Group) at RWTH Aachen University. After

receiving his doctorate about production management, he habilitated about “Inno-

vation and Value Co-Creation” at Technische Universitat Munchen (TUM). After

that he was a research fellow at MIT Sloan School of Management, Massachusetts

Institute of Technology, Cambridge, USA, where he is still head of the “Smart

Customization Group.”

Christiane Rau is Professor of Innovation Management at the Department for

Innovation & Product Management (IPM) of the University of Applied Sciences

Upper Austria. Her research focuses on organizational behavior in innovation

processes and in particular on opportunities and challenges at the boundary between

external and internal project partners. Her work has been presented at various

scientific conferences and has been published in academic journals, such as R&D

Management and Technology Analysis and Strategic Management. She did her

PhD at the University Erlangen, Chair of Innovation and Value Creation, and has a

background in industrial engineering.

Brendan M. Richard is a doctoral student at the University of Central Florida

enrolled in the Methodology, Measurement, and Analysis program. He has taught

several courses within the field of management at the college level including:

strategic management, conflict resolutions and negotiations, human resources,

and business ethics. He has authored or co-authored book chapters and journal

publications in the fields of crowdsourcing, hospitality management, mentoring,

and educational leadership. His research focus is on open innovation and

crowdsourcing and its applications in the fields of management and hospitality

management.

Kerstin Rieder is Professor for Health Sciences and Social Sciences at Aalen

University, Department Health Care Management, Germany. Prior to this she was a

professor at the University of Applied Sciences Northwestern Switzerland. She

holds a Diploma (1992, German master’s-level degree) and Doctorate (1998) from

the Technical University of Berlin. Her research focuses on the psychology and

sociology of interactive service work, occupational health, and the working cus-

tomer. She is a cofounder and active member of the initiative Social Science

Service Research (3sR).

xxiv List of Contributors

Petra Ringeisen received a diploma in business administration, French and Span-

ish philology at the University of Mannheim, and a doctorate of business adminis-

tration in 2011 at the University of Kassel. She is working for DB Rent since 2012.

Digna Roeffen works as a marketing controller at Swarovski in Zurich, Switzer-

land. She holds a degree in business administration from the University of Inns-

bruck School of Management. Digna specialized in controlling as well as service

management and tourism. Her field of interest is especially within customer

co-creation and its implications on the hospitality industry.

Emre Ronay started his career in the tourism industry in 2007. He graduated with

a distinction award and received his Bachelor’s degree in Tourism Management

from the Dokuz Eylul University, a major university in Turkey. He continued his

education at the Salzburg University of Applied Sciences in Austria, where he

received scholarships for his studies. Since 2013, he holds a Master’s degree in

Innovation and Management in Tourism. Furthermore, he published several scien-

tific articles and gave presentations at international conferences. Currently, he

pursues his career in the tourism industry in Zurich, Switzerland.

Marc Schnyder holds a PhD in Economics of the University of Fribourg (Swit-

zerland) and is a full-time professor since 2008 at the University of Applied

Sciences of Western Switzerland/Valais (HES-SO Valais) in the field of tourism.

He is also a Senior Researcher at the Institute of Tourism in Sierre. After a 1-year

internship at the Swiss National Bank in Zurich, he worked as a researcher for the

“Private Hochschule Wirtschaft” in Berne. His current research interests are in the

areas of tourism innovation processes, international tourism, tourism policy, and

regional economics.

Ursula Scholl-Grissemann is assistant professor at the Department of Strategic

Management, Marketing, and Tourism at the University of Innsbruck School of

Management. Ursula’s primary research interest is in customer co-creation prac-

tices and their effects on financial and non-financial firm performance.

Marco Schr€oder works as a research assistant at the University of Augsburg. He

studied Sociology at the University of Augsburg and Educational Science at the

University of Education in Schwabisch Gmund. His research focuses on occupa-

tional choice and technical and economic education.

Fiona Schweitzer is Professor of Marketing and Market Research at the Depart-

ment for Innovation & Product Management (IPM) of the University of Applied

Sciences Upper Austria. Her academic research focuses on open innovation, cus-

tomer integration into the innovation process, the front end of innovation, smart

products, and technology acceptance. She has won three best paper awards and has

presented and published her work at various scientific conferences and in academic

journals, such as the International Journal of Innovation Management and Research

Technology Management. She has a background of product management in profit

and nonprofit organizations.

List of Contributors xxv

Marianna Sigala is Associate Professor at the University of the Aegean, Greece.

Prior to her current position, she lectured at the Universities of Strathclyde and

Westminster in the UK. She also has professional hospitality industry experience.

Her interests include service management, Information and Communication Tech-

nologies (ICT) in tourism and hospitality, and e-learning. Her work has been

published in several academic journals, books, and international conferences. She

is currently the editor of the journal Managing Service Quality and the Journal of

Hospitality & Tourism Cases. She is a past President of EuroCHRIE and has served

on the Board of Directors of I-CHRIE, IFITT, and HeAIS.

Holger Sigmund works as a tourism consultant and coach. In addition, he is

involved in his own travel business as an incoming and marketing expert.

Fernando Jose Garrig�os Sim�on has a PhD in Management. He is an Associate

Professor in the Business Organisation Department at the Universidad Politecnica de

Valencia (Spain). He has an MSc in TourismManagement and Planning from Bourne-

mouth University. He has a Degree in Economics from the University of Valencia. He

has taught and done research at universities in France, the USA, the UK, Australia,

Singapore, and Thailand. His primary areas of research include tourism management

and knowledge management. He has published articles in international books and

journals, such as the Annals of Tourism Research, Tourism Management, the Interna-

tional Journal of Technology Management, the Journal of Knowledge Management,

Small Business Economics,Management Decision, and The Service Industries Journal.

Dorothee Stadler is a Senior Project Manager at HYVE Innovation Research

GmbH. She supports clients such asW.L. Gore & Associates, Beiersdorf, and Procter

& Gamble GmbH in various open innovation and market research projects. She holds

a graduate degree in business administration from Ludwig-Maximilians Universitat

in Munich, majoring in “Market Oriented Management,” “Strategic Management,”

and “Cross-Cultural Communication.” Over the course of her studies, part of which

she spent as a visiting student at Saint Mary’s University in Halifax (Canada),

Dorothee worked on several different projects in consumer research, applying both

qualitative and quantitative techniques. In her thesis, she analyzed consumers’perception of different nutritional food labelling systems in Germany. Before joining

HYVE, Dorothee worked at Happy Thinking People, a marketing research company.

Daniel Stieger is vice-president of travel2change and responsible for IT operations.

He received his PhD in business administration at the Innsbruck University School

of Management. He holds a Master’s degree in economics and a degree in engi-

neering. His previous research has been published in journals such as the Marketing

Science, California Management Review, and the Harvard Business Manager.

Anna Stribl has recently completed her bachelor’s degrees in Slavic Studies and

Management & Economics at the University of Innsbruck, Austria, where her thesis

examined the potential of crowdsourcing for business model innovation in volun-

teer travel. Anna’s interest in volunteers and tourism draws upon her experience

working as a volunteer traveller for a nature reserve on the Kamchatka Peninsula,

Russia.

xxvi List of Contributors

Nayeli Tusche In order to explore and research consumers, their behavior, atti-

tudes, as well as their needs and motives, Nayeli Tusche (M.Sc.) combines online

methods (e.g., social media and online community analyses) as well as offline

research techniques (e.g., qualitative interviews and ethnographic research). Par-

ticularly in the context of international projects, Nayeli draws upon her interna-

tional background and sophisticated language skills (five languages), which she

constantly developed during her former international tennis career and various

places of residence around the world.

Conny Weber is a project manager at ISN since 2007. She has conducted various

strategy and innovation projects both in research and industry. She holds a degree in

information science from Saarland University (Germany) and a PhD in business

studies from Karl-Franzens University Graz (Austria). Her work and research

topics are mainly related to innovative information systems supporting inter-

organizational collaboration, realizing virtual factories, and enhancing productivity

of knowledge work.

Klaus-Peter Wiedmann is a Full Chaired Professor of Marketing and Manage-

ment and the Director of the Institute of Marketing and Management at the Leibniz

University Hannover, Germany. He is also the German Representative of the

Reputation Institute, New York et al., Deputy Chair of the Academy of Global

Business Advancement (AGBA), and as a Visiting Professor at the Henley Business

School faculty member of the University of Reading, UK. Moreover, Professor

Wiedmann has many years of experience as a management consultant and top

management coach and takes a leading position in different business organizations

as well as public private partnerships—e.g., Chairman of the BDTEU-TIDAF

(Union of European Turkish Entrepreneurs) and Chairman of WOB AG (No.1

Agency for B2B Brand Management in Germany).

Reinhard Willfort is educated as a communication engineer by Siemens Austria.

After finishing his studies in Telematics and Economy at Graz University of

Technology (TUG), he worked as a quality manager at Spengle. In 1997, he took

up the career of an Assistant professor at the Institute of Industrial Economics and

Management at the Technical University Graz. Since 2000, he holds his PhD and is

managing director of the ISN—Innovation Service Network in Austria; Dr. Willfort

has been working in numerous research and industrial projects; he holds several

publications and is lecturer at different universities in Austria. He is an innovation

expert, entrepreneur, and funder of several start-ups and open innovation and

crowdfunding initiatives.

Kyung-Hyan Yoo is an Assistant Professor of Communication at William Paterson

University in the United States. She received her PhD in Tourism from Texas A&M

University, USA, focusing on Information Technology & Tourism. Her current

research interests include electronic word-of-mouth, online trust, social media com-

munication, online tourist information search, and tourist decision-making.

List of Contributors xxvii