TITLE:
Collaborative Value Creation in City Image Communication from a New Media Perspective: A Case Study of Zibo Barbecue
AUTHORS:
Shuai Ma, Yanwei Huang, Anqi Pan
KEYWORDS:
City Image Communication, Value Co-Creation, Stakeholders, Collaborative Communication
JOURNAL NAME:
Open Journal of Business and Management,
Vol.11 No.4,
July
14,
2023
ABSTRACT: This paper takes value co-creation as the
theoretical perspective and “Zibo Barbecue” as the case study to explore the
process and strategies of value co-creation in city image communication in the
new media environment. The study first reviews relevant literature, then
analyzes the stakeholders and their roles in city image communication based on
the viral “Zibo Barbecue” case, and discusses the collaborative pathways of
various stakeholders at different stages of city image communication. It further
analyzes how various stakeholders achieve win-win value creation. Finally, from
the perspective of value co-creation, the paper proposes strategic suggestions
for value co-creation in city image communication. This research will help
enrich the results of studies in the field of city image communication and
provide practical guidance for city image communication in various regions.