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Purpose One of the most significant shifts in contemporary business thinking in the tourism and event industry is co-creation and the framework for adopting this collaborative approach is integral for achieving the fundamental goal of value creation. The purpose of this paper is to enhance the understanding of sustainable events by analysing value co-creation processes from the attendees’ perspective. Design/methodology/approach The methodical framework comprises two steps. First, the study analyses the literature related to festivals and value co-creation, with a focus on sustainable festivals. Second, data rooted research based on grounded theory is conducted, using 12 semi-structured interviews with music festival attendees. Findings Three distinct festival attendee categories were identified: the sustainable co-creation type, the calculating type and the experience type. Within each category, attendees have different attitudes, personal values and experiences as well as individual assessments of what exactly constitutes value and value creation. These three categories are regarded as key factors in describing different kinds of value co-creation processes in the festival context. Research limitations/implications Considering these three types and addressing their personal values, beliefs and value perceptions will allow festival organisers to better manage the development of sustainable festivals and their role as value co-creators. Originality/value This paper addresses the need to better understand how value is created in a festival context. The application of grounded theory also considers scholarly calls for a deeper search into the meaning and essence of value for festival attendees.

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Greenwashing, defined by the Oxford Dictionary as "disinformation disseminated by an organization so as to present an environmentally responsible public image" can cause multifarious problems for companies. The phenomenon of greenwashing has, however, not attracted much attention in the event marketing literature to date. The purpose of this paper is twofold. It first describes and analyses the specific characteristics and features of greenwashing in event marketing. It then seeks to identify the current fundamental approaches of how to avoid greenwashing in event marketing and to assess their potential. A two-step literature analysis with complementary search approaches served as a methodical framework. First, journals related to event marketing were screened for the keywords "greenwashing" and "greenwash". Next, the general literature was consulted for the same keywords. The results clearly demonstrate that the subject of greenwashing has been widely neglected in the event literature. There appears to be no overall concept or approach that allows event actors to avoid greenwashing, albeit various individual initiatives exist. However, it also became clear that initiatives against greenwashing in event marketing can be developed and implemented in the short and long term, for example by integrating different stakeholders. Additional political and juridical efforts based on specific guidelines are also necessary to prevent greenwashing in the future. The study is the first one to provide a systematic approach to the topic of greenwashing in the context of event marketing, including relevant approaches for its avoidance. It can thus help practitioners to better detect and avoid greenwashing in the event industry and to guide similar research in the future.

Die zunehmende Digitalisierung beeinflusst die Wettbewerbsfähigkeit von Unternehmen, wodurch diese zur Sicherung ihrer Existenz Geschäftsmodelle überprüfen und ggf. anpassen. Transparenter werdende Wertschöpfungsketten erhöhen gleichzeitig den Druck Unternehmensziele im Sinne einer nachhaltigen Entwicklung (z. B. Reduktion der CO2-Emissionen) in die Unternehmensprozesse zu integrieren. Bisherige empirische Studien haben den Grad zur Umsetzung der Digitalisierung und nachhaltigen Entwicklung in Organisationen separat voneinander betrachtet. Im Sinne einer integrativen Sichtweise geht dieser Artikel der Frage nach, wie sich Unternehmen am Beispiel von kleinenund mittelständischen Unternehmen (KMU) bei einer parallelen Betrachtung von Digitalisierungs-und Nachhaltigkeitsgrad beschreiben lassen. Auf Basis einer Befragung von 240 Entscheidern in KMU wird deutlich, dass sich unter Zuhilfenahme beider Aspekte 4 unterschiedliche Cluster identifizieren lassen. Am Beispiel von fünf Transformationspfaden wird abschließend skizziert, welche Entwicklungsmöglichkeiten grundsätzlich für KMU denkbar sind.

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