When festitivity meets heritage site: co-developed experience through the lens of situated cognition

ABSTRACT

This inquiry articulates the co-development phenomenon in which improvisation of tourism products is created from multiple suppliers across different domains. Drawing on the S-O-R model and situated cognition theory, a framework was proposed and tested through multilevel analysis with empirical evidence taken from an array of shows held within a festival at various heritage sites. Findings demonstrate a cross-level moderated mediated chain of relationship leading from co-developed festivalscape to an array of event and site outcomes through the mediation of co-developed experience. This research extends the stimulus-organism-response mechanism to conjecture the situated S-O-R model based on the situated cognition thesis.

KEYWORDS:

• Festival
• music
• heritage
• co-development
• situated cognition
• S-O-R model
• experience
• attachment
• value
• loyalty

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This work was supported by the National Natural Science Foundation of China [72074230].