Abstract
Festivals benefit the local service economy and reinforce social cohesion within the local community. This study draws on transformative service research to argue that festivalscapes have a transformational impact on local residents' cocreation behavior and thus their subjective well-being. Data were collected during the 2016 Taipei lantern festival, amounting to 945 valid survey responses. Our analysis finds that cues related to the festival environment positively influence local residents' sense of place attachment, cocreation behavior, and subjective well-being. Place attachment mediates the relationship between festival environmental cues and customer cocreation behavior. More significantly, the higher the degree of intercustomer social support is perceived to be by local residents during the festival, the greater the sense of attachment to the local community shown. This study contributes to transformative service research by demonstrating that local residents' subjective well-being is an essential part of the service ecosystem in hosting a festival. Festival service managers should consider the local community's perception of festivals to simultaneously boost local service sustainability and ecosystem well-being. Service managers may determine improvements to the stimulation of intercustomer social support, as it plays a transformative role, adding value to festivals.
Highlights
Festivals are an important part of the life and traditions of many communities
Please use proper citation format when citing this article including the Second, while engaging customers in value cocreation has been considered critical to service sustainability, this study argues that place attachment has a strong mediating effect on the relationship between the festival environmental cues and customer cocreation behavior
While research has asserted that intercustomer social support may have a transformational effect on consumer well-being, this study argues that the interactions between festival environmental cues and intercustomer social support may mediate local residents’ sense of place attachment
Summary
IP: 130.102.10.21 On: Tue, 04 Sep 2018 23:07:19 Article(s) and/or figure(s) cannot be used for resale. While engaging customers in value cocreation has been considered critical to service sustainability, this study argues that place attachment has a strong mediating effect on the relationship between the festival environmental cues and customer cocreation behavior. While research has asserted that intercustomer social support may have a transformational effect on consumer well-being, this study argues that the interactions between festival environmental cues and intercustomer social support may mediate local residents’ sense of place attachment. Because consumer engagement with a service provider was found to be a key driving force for subsequent loyalty (Bowden, 2009), it is logical to argue that place attachment may influence local residents’ value cocreation behaviors toward a community where a festival is staged. H4: Intercustomer social support mediates the relationship between festival environmental cues and local residents’ sense of place attachment
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