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.
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.
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.
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.
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.
