Value Co-Creation in Participatory Sports Event Tourism: A Mixed Methods Study.

Abstract

This study adopts a mixed methods approach to investigate the realization process of value co-creation in participatory sports event tourism by examining the pathways linking predisposing factors, process factors, and outcome factors in event tourists' value co-creation behaviors. The findings illuminate the unique dimensions of value co-creation in participatory sports event tourism. Governments and event organizers play a pivotal role by proposing value initiatives and fostering co-creation environments through proactive measures, thereby shaping the conditions conducive to co-creation behaviors among event tourists. Embedded in the value co-creation process, tourists' behaviors are driven by the interplay of their intrinsic motivations and external environmental factors. Their co-creation activities follow patterns of interaction and resource integration, generating diverse experiential values. This study provides innovative strategies for value enhancement to event organizers and offers theoretical insights for governmental governance in sports tourism development.