“…Second, this study addresses a theoretical gap, showing that place attachment is a significant partial mediator of local residents' value cocreation behaviors, which impacts their subjective wellbeing. While studies have asserted that customer value cocreation behaviors are essential for driving service sustainability (Chou & Yuan, 2015;Edvardsson, Tronvoll, & Gruber, 2011;Pareigis, Echeverri, & Edvardsson, 2012), there has been little research for this, nor into how to better drive customer value cocreation behaviors. Our study showed that festival environmental cues and place attachment are both important determinants of local residents' value cocreation behavior; however, a direct and indirect effect of festival environmental cues through place attachment on value cocreation behavior should also be considered.…”