Exploring value co-creation in Fan Fests: the role of fans

Citation

Kolyperas D & Sparks L (2018) Exploring value co-creation in Fan Fests: the role of fans. Journal of Strategic Marketing, 26 (1), pp. 71-84. https://doi.org/10.1080/0965254X.2017.1374298

Abstract
Fan Fests have recently provided various opportunities for host cities, organizers, sponsorsand fans, manifesting a modern intersected third place service setting (other than a stadium)where varied stakeholders can co-create value and sport experience and consumption can takedifferent forms and shapes. Yet, although Fan Fests are becoming integral parts of megaevents,research has fallen short of capturing the unique nature of such value co-creationecosystem, and the role of fans in such value co-creation environment. This paper takes upthis challenge and explores the still evolving nature of the Fan Fest, using a primarilyconsumer and participant focused approach in order to explore the experiences of a Fan Festand address questions of event construction, participation, organisation and consumption.Drawing on SDL and CCT perspectives we situate the role of fans in value co-creation in FanFests and provide implications for management and future research

Keywords
Value; Co-creation; SDL; CCT; Fan Fests; Sport

Journal
Journal of Strategic Marketing: Volume 26, Issue 1

People

Dr Dimitrios Kolyperas

Lecturer, Marketing & Retail

Professor Leigh Sparks

Deputy Principal