Concept of "Figure of Merit" for Place Marketing in Digital Nomadism Ages



Rok publikování 2016
Druh Článek ve sborníku
Konference Marketing Identity 2016
Fakulta / Pracoviště MU

Ekonomicko-správní fakulta

Klíčová slova Destination; Digital nomadism; Figure of merit; Place branding; Place marketing; Value.
Popis The sole aim of this paper is to find potential relation between the “figures of merit” of electronic devices that eventually might be useful in explaining the desirable characteristics of a place/destination. Desirable from perspective of digital nomads, which they would like to work and live their experience. Digital nomads are people with particular life style: they use to live in a sustainable, cooperative and social network oriented life; for limited period and time, they choose places in line with their particular work needs and with their life style. Digital nomads could be special target for places (e.g. counties, cities etc.) because they represent a form of knowledge and culture openness and could become a relevant driver for the place evolution. Places might want to organize and position themselves to attract this exact segment of individuals. Initial hypothesis is that each digital nomad chooses his destination using this approach and that could be the key to provide the place value to them. This work in progress provides a “figure of merit” formula for places toward the segment of digital nomads. In a next research project, the intention is to test this proposed formula in a live environment with a real nomads directly providing inputs to the equation.

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