Transformative Event Experiences: A Multistakeholder Value Cocreation and Codestruction Perspective

Abstract

This article proposes a holistic overview of value cocreation and value codestruction among stakeholders at transformative events. Through a thematic research design rooted in value cocreation and codestruction, 31 semistructured in-depth interviews with transformative event stakeholders including transformative experience facilitators, cofacilitators, event designers, and participants, were analyzed. The study’s findings conclude that value cocreation and value codestruction occur between various stakeholders and further refine resources and activities that contribute to or obstruct the formation of value within the events industry. Given the scarcity of research in transformative event design in general, and the cocreative or codestructive role of stakeholders beyond the consumer perspective in particular, the study is novel in contributing to value formation in transformative experiences from a multistakeholder perspective. For event management practice, this research provides an overview of activity categories and resources for transformative event stakeholders to intentionally increase cocreated value outcomes and avoid value codestruction.

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