Understanding experiential value creation at small-scale events: a multi-stakeholder perspective

Abstract

This empirical research contributes to the study of experiences gained from attending festivals and events; an area of increasing academic interest. It does this by developing an understanding of how experiential value is co-created at small-scale cultural events, and in what form. Here, these events are characterised as markets or fairs typically located in a town centre setting, and with an audience of less than 10,000. Using case study methodology, qualitative data were collected from multiple stakeholders at three separate small-scale events in the UK: a folk music festival; a food festival; and a farmers’ market, via semi-structured interviews, questionnaire surveys, observation and documentary analysis. Four determinants emerged as important influencers of the overall event experience: sense of belonging; atmosphere; place; and reputation, along with the concepts of authenticity (Jeannerat, H. (2013). Staging experience, valuing authenticity: Towards a market perspective on territorial development. European Urban and Regional Studies, 20(4), 370–384. doi:10.1177/0969776412454126) and immersion (Carù, A., & Cova, B. (2006). How to facilitate immersion in a consumption experience: appropriation operations and service elements. Journal of Consumer Behaviour, 5(1), 4–14. doi:10.1002/cb.30). When viewed in this holistic way, experiential value is revealed as a complex yet delicate balance, which is easily disturbed. Policymakers and event planners need to take account of this in combination with local policy objectives when considering an events-focused economic development strategy. Experiential value created by a small-scale event in one location is not easily replicated elsewhere.