Value co-creation processes at sustainable music festivals: a grounded theory approach

Abstract

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.

The Rock in Rio extraordinary consumer experience journey: a value-based approach

“…Goolaup and Mossberg (2017) highlight the social value in constructing a sense of belonging to a particular community as central to the experience itself. Similar results were found by Werner et al (2020). Therefore, previous studies of value add different dimensions to our view of how value is formed, as shown in Table 1.…”

“…Studies that emerged in the past decade sought to understand these experiences and focused mainly on three elements that seem to be common in all studies: the individual customer, the interaction with the product/service and the time element (Roy, 2018). Although this subject has constituted a consistent study path, the literature reinforces the existence of a gap in our understanding of the construction of experiences in festivals and events (Van Winkle and Bueddefeld, 2016;Werner et al, 2020).…”

The Deaf Heritage Collective: Collaboration with Critical Intent

“…By approaching Deaf heritage in such a way, we see the responsibility to facilitate access to cultural production as ideological and political (Werner et al 2019). Throughout the series of workshops our emphasis was upon supporting new collaborative routes to Deaf heritage rather than 'access' to consumption, which is a dominant disability approach that entrenches marginalised communities as vulnerable and dependent rather than "inhabiting their own active agency" (Lynch 2021: 25).…”

The event experiences of attendees with food allergies, intolerances and coeliac disease: risk loaded value-creation/destruction

“…Furthermore, they extend beyond the actual event as consumers asses and represent their experiences (visually and textually) and prepare for future ones. Experiential value is potentially co-created during and across each of the event experience stages as different actors mobilise and align their operant resources (Lugosi et al , 2020b; Rust, 2020; Werner et al , 2019). However, where such resources are deficient or pursuing incompatible goals, actions at different stages of event experiences could also prompt value co-destruction.…”