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Street events usually provide a unique experience closely related to co-creation, since there is a high potential for peoples’ participation that travel in order to attend the street event and interact with the other participants. (Binkhorst & Dekker, 2009). The main character of a street event is that all the individuals act together to create a specific value, which is a structural element of the event co-creation (Prahalad & Ramaswamy, 2004; Vargo & Lusch, 2004). This reciprocal relationship between all the involved parts is vital for co-creation (Friedman et al., 2004). The main characteristics of event co-creation fit in with the stakeholder theory, where event organizers tend to create suitable conditions in order to utilize the capabilities of all the participants (Freeman, 1984). The study was conducted during 2019 Athens Pride, which was held on 8th June 2019. Through structured questionnaires 400 adult attendees were asked to participate on the research, whilst 312 useful questionnaires were collected. The aim of the study was to examine Athens Pride co-creation aspects by evaluating emotional closeness, community commitment, community support, participation incentives, emotional impact, and the brand image of the event. The research also included the examination of three socio-demographics (age; level of education; sexual orientation). Data analysis was based on the use of Structural Equation Modeling, whilst Confirmatory Factor Analysis (CFA) was used since all items were adopted from previous studies. Reliability and Validity were examined through Cronbach A, Average Variance Expplained (AVE) and Composite Reliability (CR). The results indicate that all the examined socio-demographics have an effect upon the independent constructs, whilst age and the level of education appear to be the most important ones. Moreover, all the examined constructs appear to influence event cocreation. Participation incentives seem to have the highest effect upon event co-creation, followed by the emotional closeness, and the community commitment. The theoretical contribution of the research lies on the provision of a better understanding in terms of street events’ co- creation, with special reference to Athens Pride. References Binkhorst, E., & Dekker, D.T. (2009). Agenda for co-creation tourism experience research. International Journal of Hospitality Management, 18(2-3), 311–327. Freeman, R. (1984). Strategic Management: A stakeholder approach. Boston: Pitman. Friedman, M.T., Parent, M.M., & Mason, D.S. (2004). Building a framework for issues management in sport through stakeholder theory. European Sport Management Quarterly, 4(3), 170–190. Prahalad, C.K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14. Vargo, S.L., & Lusch, R.F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68, 1–17. |
