Examining the Value Co-Creation Model in Motor Racing Events: Moderating Effect of Residents and Tourists

Value co-creation measurements in a recurring sporting event sprang from an academic and a practical desire to understand value co-creation. This study aims to (1) identify and explore the co-production and value-in-use, two dimensions of value co-creation measurement; (2) verify the validity of the...

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Bibliographic Details
Published inSustainability Vol. 14; no. 15; p. 9648
Main Authors Byon, Kevin K., Zhang, Jingxian (Cecilia), Jang, Wooyoung (William)
Format Journal Article
LanguageEnglish
Published Basel MDPI AG 01.08.2022
Subjects
Automobile racing
Collaboration
Consumers
Consumption
Customer services
Hypotheses
Knowledge
Marathons
Marketing
Reliability
Social exchange theory
Social networks
Sports management
Tourists
Travel patterns
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Summary:Value co-creation measurements in a recurring sporting event sprang from an academic and a practical desire to understand value co-creation. This study aims to (1) identify and explore the co-production and value-in-use, two dimensions of value co-creation measurement; (2) verify the validity of the measurements of the value co-creation model; and (3) examine whether noteworthy differences exist between residents and tourists in co-creation, respectively. For this purpose, this study conducted two studies. Study 1 establishes the value co-creation model and compares the reflective and formative models. Study 2 tests the proposed model’s validity and reliability and examines the moderating effect of travel patterns (residents and tourists). The results indicated that the value co-creation measurement is hierarchical and exhibits reliability and validity in the reflective model. The results further demonstrate that co-production and value-in-use patterns differ by residents or tourists. The current study uses S-D logic to better understand value co-creation’s hierarchical theoretical nature from the perspective of residents and tourists in the recurring sporting event context, thus contributing to sport management literature. Furthermore, this paper contributes to value co-creation studies, showing that various attendees (residents and tourists) perceive different levels of co-creation because resources may vary by social group.
ISSN:2071-1050
2071-1050
DOI:10.3390/su14159648