Motivations, engagement, and benefits as drivers of collective value co-creation in event tourism

Cabiddu, Francesca;Vagnani, Gianluca

2017-01-01

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Abstract

To understand collective value co-creation in tourism events, we conducted an in depth study of the case of "Monumenti aperti," held at Cagliari, Sardinia (Italy). In our study we evaluate the key aspects and emergent issue of the event and deepen the factors that may foster local players to embrace the logic of collective value co-creation in the management of the event. From the case study we developed a theoretical model linking individual motivations to cooperate, engagement, individual benefits and, in turn, the collective value co-creation. Our results and theoretical understandings extend the concept of collective value co-creation to the field of tourism events. At the same time, we advance understanding of the mechanism through which interactions between different players involved in a event tourism create a potential for a collective value co-creation.