Transformative Event Experiences: A Multistakeholder Value Cocreation and Codestruction Perspective

Abstract

This paper proposes a holistic overview of value co-creation and value co-destruction among stakeholders at transformative events. Through a thematic research design rooted in value co-creation and co-destruction, 31 semi-structured in-depth interviews with transformative event stakeholders including transformative experience facilitators, co-facilitators, event designers and participants, were analysed. The study’s findings conclude that value co-creation and value co-destruction occur between various stakeholders and further refine resources and activities that contribute to or obstruct the formation of value within the events industry. Given the scarcity of research in transformative event design in general, and the co-creative or co-destructive role of stakeholders beyond the consumer perspective in particular, the study is novel in contributing to value formation in transformative experiences from a multi-stakeholder perspective. For event management practice, this research provides an overview of activity categories and resources for transformative event stakeholders to intentionally increase co-created value outcomes and avoid value co-destruction.