Co-creation experience and place attachment: Festival evaluation

Abstract

Adopting customer-to-customer value co-creation logic, this study explored the underlying dimensions of the co-creation experience and its effects on the behavioral intention to attend festivals. The analysis focused on the role of place attachment and festival satisfaction as mediators in the relationship between festival visitors' satisfaction with the co-creation experience and their behavioral intention to attend the festival. Drawing on 444 survey responses, our findings support the mediation roles of place dependence and festival satisfaction. The findings did not vary between tourists and residents. This suggests that facilitating shared consumption of festivals motivates festival attendees to re-patronize specific festivals. Based on these findings, both theoretical and practical implications of this analysis are discussed.

Novelty in tourism experiences: the influence of physical staging and human interaction on behavioural intentions

“…Prior studies reveal that tourists participating in the co-creation of their tourism experience perceive the experience to be more valuable and are more satisfied (Prebensen & Xie, 2017). In addition to this, recent literature link co-created experiences to behavioural intentions (Sugathan & Ranjan, 2019;Zhang et al, 2019). Sugathan & Ranjan, 2019 suggests that revisit intention is higher in experiences with high co-creation (where tourists take part in creating their own experience) compared to experiences with low co-creation (where tourists do not take part in creating their own experience).…”

“…Sugathan & Ranjan, 2019 suggests that revisit intention is higher in experiences with high co-creation (where tourists take part in creating their own experience) compared to experiences with low co-creation (where tourists do not take part in creating their own experience). Whereas Zhang et al (2019) emphasized that festival visitors experiencing a satisfactory co-creation festival experience, are more likely to develop behavioural intentions toward the festival. Indicating that tourism companies can increase tourists' behavioural intentions by inviting the tourists to co-create their experience.…”

“…From the perspective of social exchange theory (SET) and service-dominant logic (SDL), physical staging and human interaction are key activities in the process of co-creating experiences performed by the tourist and the tourism companies (Grönroos & Voima, 2013;Vargo & Lusch, 2008). Research show that tourists taking part in the co-creating process can develop behavioural intentions to the experience (Sugathan & Ranjan, 2019;Zhang et al, 2019). Conceptually, physical staging is the facilitation provided by tourism firms and human interaction denotes the social encounters within the tourism experience (Campos et al, 2017;Prebensen & Foss, 2011).…”

The Role of Philoxenia and Value Co-Creation on Re-Visit Intention

“…In the tourism sector, value co-creation means creating positive values and the participation of tourists [9]. Tourists can do this by maintaining cleanliness, providing input on developing tourist destinations, and promoting them to other potential tourists.…”

“…Based on the study of Mijnheer and Gamble [4], value co-creation in tourism can be an active effort of tourists in maintaining cleanliness and environmental preservation, providing input for tourism development, and introducing the tourist destination to other potential visitors. The active involvement of these tourists will cause a feeling of emotional attachment between the tourists and the tourist attractions to encourage them to return again [9].…”