Service environment and its effect on value cocreation

What is it about?

Festivals benefit the local service economy and reinforce social cohesion within the local community. This study draws on transformative service research to argue that festivalscapes have a transformational impact on local residents’ cocreation behavior and thus their subjective well-being.

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Why is it important?

This study contributes to transformative service research by demonstrating that local residents’ subjective wellbeing is an essential part of the service ecosystem in hosting a festival. Festival service managers should consider the local community’s perception of festivals to simultaneously boost local service sustainability and ecosystem well-being. Service managers may determine improvements to the stimulation of intercustomer social support, as it plays a transformative role, adding value to festivals.