تجربه همآفرینی و وابستگی به مکان
Abstract
1- Introduction
2- Literature Review
3- Methods
4- Analysis and results
5- Discussion and implications
References
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.
Introduction
Globalization, competition and cultural convergence have made the search for uniqueness a central issue for destinations (Anholt, 2002). Recognizing the changing role of consumers from passive receivers to active creators, marketing and tourism research has focused on the role co-creation has played in building a unique customer experience (e.g., Harkison, 2018; Prahalad and Ramaswamy, 2004). Vargo and Lusch (2008) proposed the concept of co-creation based on service-dominant logic (S-D logic), which highlights the joint role of service providers and consumers in value co-creation. In the general tourism setting, researchers have asserted that the more tourists engage in the co-creation process, the more likely they are to have a positive experience (Mathis et al., 2016). With this potential benefit, the majority of co-creation tourism studies have focused on how and why customers co-create with service providers (e.g., Busser and Shulga, 2018; Cabiddu et al., 2013; Mathis et al., 2016). Others have focused on customer behavior within the value co-creation process (e.g., Yi and Gong, 2013). Including consumers in the production experience creates unique value for them. However, the dominant S-D logic approach to cocreation does not apply to all tourism experiences, especially festival tourism. Because experiential festival value outcomes cannot be predesigned or pre-delivered, exploring value co-creation between providers and consumers cannot yield a complete picture of the value derived from festival tourism (Rihova et al., 2015).