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.

KEYWORDS:

• Fairs
• festivals
• markets
• market towns
• experiential value

Acknowledgements

The author would like to thank Test Valley Borough Council, the respective town councils and event organisers for permitting access to conduct this research.

Disclosure statement

No potential conflict of interest was reported by the author.

Data availability

The data that support the findings of this study are available from the corresponding author, upon reasonable request.

Additional information

Funding

This work was supported by the ESRC under Grant number 1077428 and Test Valley Borough Council.