Revisiting Value Co-Creation and Co-Destruction in Events: An Overview

The examination of processes of value co-creation and co-destruction within events is now more pertinent than ever. Given the effects of constant sociocultural and environmental change and pandemic, and the huge challenges facing the sector, it is now more important than ever to understand what value is and how it can be created or destroyed. For instance, considering the engagement and involvement of audiences/ attendees it is important to explore the relationship between attendees’ motivations and frequency of attendance with their level of engagement. At the same time, there is a clear need of investigating additional factors that contribute to value co-creation in the context of events. Research should concentrate on understanding the different audiences, actors and stakeholders across different event contexts and settings within their respective value and distribution chains and within the wider event environment. The proliferation of events research is valuable therefore not just to expand this growing body of knowledge on a theoretical level; but events research has clear potential for use by event managers and producers in the events sector through the recovery process and beyond.