Service-dominant logic and the festival experience

Abstract

Purpose The purpose of this paper is to understand the process of value co-creation by examining festival attendees’ perspectives of their festival experiences. Service-dominant logic (SDL) is used as a framework to understand the how value is co-created in the festival setting. Design/methodology/approach Using a SDL approach and personal meaning mapping methods, this research offers insight into how value is co-created by the attendee, festival, and influential others. Findings This research found that personal, social, cultural, physical, place, and arts presentation domains come together to add value to the festival experience. Research limitations/implications This research adds insight into the value co-creation process if festival settings. SDL is examined in relation to findings and re-conceptualized based on findings. This research was not intended to generalize all performing arts festivals but instead provided a detailed descriptive account of the experiences offered by performing arts festivals examined. Practical implications These findings contribute to the understanding of how co-created experiences can be developed, marketed and managed and provide insight into areas of future research to better understand the co-creation process in event contexts. Originality/value By providing a framework for understanding the festival experience, employing SDL, and using of experiential assessment methods across festivals, this research fulfils an identified need for an in-depth understanding of the co-created meanings of festival experiences.

From headliners to hangovers: Digital media communication in the British rock music festival experience

“…As part of a larger and more comprehensive study, 43 semi-structured interviews were conducted with 124 festivalgoers on-site at three UK music festivals during 2015. It would have been valuable to include other tools – for example, Van Winkle and Bueddefeld (2016) combined interviews and personal meaning maps within a service dominant logic approach in their study of co-created festival experiences. However, given the nature of the rock music festival context, including the threat of bad weather (rain), and of the audience, a more straightforward interview strategy was considered most expedient.…”

“…‘Communitas’ essentially represents a sense of camaraderie which develops between people from various walks of life who share a common experience (Turner, 1982) and is a phenomenon that occurs not only at music festivals. For example, Van Winkle and Bueddefeld’s (2016) study identifies it at other performing arts festival contexts, noting in particular the development of ‘festival friends’, or friendships which exist solely within the festival space and time. However, festivals in particular offer the potential for the development of ‘spontaneous, immediate, non-rational and shared experiences of unity’ (Stone, 2009: 215).…”

An Attitudinal Impacts Analysis of Social Media Platforms And Brand Relationship Quality at Music Festivals

“…The reference to "patterns" suggests that (Kennedy, 2017, p. 68). It can also be understood as when the roles of the brand and the consumer converge (Hoksbergen & Insch, 2016;Kennedy, 2017) and when the active involvement between the customer and the situation creates value (Van Winkle & Bueddefeld, 2016). The process of content marketing can be instrumental in that value generation.…”

Exploring the Antecedents and Consequents of Student Experience in Higher Education Settings

“…The SDL approach provides some insights into how co-creation adds value to a consumer's experience (Van Winkle & Bueddefeld, 2016). Value co-creation is a central concept that generally could be applied to the service (Díaz-Méndez & Gummesson, 2012).…”