Parallel Session 26, Events and Festival Design Track: Scale Development to Measure the Co-Creation Experience, and Resulting Value in Art Exhibitions

Introduction This study desires to test the relationships between event design, service design, co-creation, cognitive experience, affective experience, and value. In doing so, scales to measure co-creation and value will be created as so far no studies nor measurement models have been able to capture such complex constructs. The context of this study will be art exhibitions. Art exhibitions have the ability to break down barriers between art exhibition attendees and event designers so that the two actors may interact together and create something new, which results in added value. Purpose The purpose of this study is to develop and test a scale that can measure the co-creation experience and resulting value in an art exhibition. In doing so it can be ensured that all future researchers are utilizing the same scale in which to measure co-creation and assess the various impacts it may have in different contexts. Theoretical Foundation/Literature Review The idea of co-creation is to set free and combine the creative energies of many people, so that it transforms both their individual experience and the economics of the organization that enabled it, (Gouillart, 2010; Mathis, 2013). The concept of co-creation stems from the service-dominant logic proposed by Vargo and Lusch (2007). As opposed to its counterpart goods-dominant logic, service-dominant logic is focused on the exchange of service. Under service-dominant logic, one service is exchanged for another service as actors contribute to the creation process by sharing knowledge and resources (Durugbo & Pawar, 2014). Through this interaction, a unique experience is developed, wherein a more beneficial product or service is made, and value is added since resources are shared by all involved willing resource integrating actors, here forth referred to as actors. Service-dominant logic embraces the ideals of experiences to involve all actors in the customization, personalization, and invention of new services (Durugbo & Pawar, 2014). A challenge is that there is not one scale to measure the entire co-creation process and it has scarcely been applied to the events industry (Cova, Dali, & Zwick, 2011; Gronroos, 2011; Prahalad & Ramaswamy, 2004; Saarijarvi & Kuusela, 2013; Vargo & Lusch, 2007). The main point of holding an event is to create a platform for the co-creation of unique and memorable experiences (Miettinen, Valtonen & Markuksela, 2015). To create this platform the event and service designs must be carefully planned and executed to provide all actors with the needed tools, access, and information to become immersed in the event experience. Research Methodology This study will be both qualitative and quantitative in nature and will utilize a two-phase approach (Creswell, 2007; Sirakaya-Turk & Uysal, 2011). As co-creation and value remain undefined, first a qualitative study will be used in order to better develop and define the constructs. In this method, a questionnaire may be developed. The questionnaire will lead into the quantitative portion of the study, where characteristics of co-creation within art exhibitions will be measured so that a scale measuring the co-creation experience within art exhibits may be created and tested. The qualitative portion of the study consists of observations and interviews. One art exhibit was selected to observe how attendees were co-creating within the event. After the event, attendees were interviewed about their experience. After the qualitative portion of the study, a survey will be created which will consist of measurement items derived from the interviews and observations. The survey will include questions focusing on event design, service design, co-creation, cognitive experience, affective experience, and value. While exact measurement items cannot be created until the qualitative study is conducted, it is thought that Likert-type scales will be best to capture these dimensions. This survey will be sent out to actors who attended art exhibitions in order to broaden the research sample from those who participated in the diaries and interviews. In doing so, a more representative sample of the population will be able to rate the event design, service design, their ability to co-create, and the outcomes experienced from participating in such an activity, including any value created. Expected Findings The data for the study has yet to be collected. It is expected that each hypothesis in this study will be significant and supported. Through the development of measurement models, it will be identified which attributes are needed to design an art exhibition to facilitate co-creation. It is believed the proper design will facilitate and encourage co-creation. In such a design, art exhibitions will become a platform for learning and creating unique experiences. It is predicted that the results of actor co-creation within art exhibitions will result in greater participation, creativity, performance, overall experience, and value. The implementation of co-creation within art exhibitions will help events move toward a more attendee-centered focus and put the attention on the quality of experiences, as it is in the experiences where value can be added (Axelsen & Arcodia, 2004). By capturing the co-creation process, effects on the overall event experience can be studied so that the relationship is identified, though it is believed that this relationship will be a positive one. Measuring co-creation and the overall experience, will let researchers determine what are the outcomes of such efforts. As it is hypothesized that co-creation and positive experiences lead to enhanced value, this relationship can be tested and the types of resulting value can also be measured. Conclusions & Implications Having the proper event design will ensure that all actors have the needed tools and resources to interact with other actors and contribute their own ideas, which will enable co-creation. By identifying how to plan an art exhibition which embodies co-creation, many events and designers can restructure their experiences so that they can encourage co-creation by knowing how to structure events and invite actors into the co-creation process. As a result, the co-creation process can be applied more often and value will be added for all participating actors. This study will provide a better understanding of the co-creation experience including what attendees need to co-create, how to design a platform for co-creation, and how attendees co-create during an art exhibition. This will be accomplished through the development of a scale to measure the co-creation experience and resulting value within art exhibitions, after a qualitative study, survey, and refinement of measurement models for the study constructs. By identifying the constructs to measure co-creation, cognitive experience, affective experience and value, the event design and service design may be planned to stimulate true co-creation, welcoming the interaction and input from all actors. It is expected that enhanced value will be able to positively influence the event industry as better services, events, and other offerings will emerge. If people frequently request similar experiences, then these experiences can become standard and the needs of many will be met with a simple change in practice. Co-creation will change service encounters as actors will become aware of their vital role in the service delivery process, as well as know that they are welcome to come into the process to help shape their experiences through offering their own ideas and personal resources