Evaluating value co-creation activities in exhibitions: An impact-asymmetry analysis

• Published in: International journal of hospitality management 2018-06, Vol.72, p.118-131
• Main Authors: Wong, Jose Weng Chou, Lai, Ivan Ka Wai
• Format: Article
• Language: English
• Subjects: Exhibitions; Impact-asymmetry analysis; Participation; Partnership; Value co-creation
• ISSN: 0278-4319; 1873-4693
• DOI: 10.1016/j.ijhm.2018.01.011

•Develop a value co-creation measurement scale for exhibitions.•Enhance impact-asymmetry analysis approach for assessing the formative scale.•Evaluate the factor structure of each value co-creation activity.•Develop overarching strategic actions for impact-asymmetry analysis.•Compose the concept of three-factor theory into the value co-creation theory. The goal of this study is to assess the symmetric and asymmetric effects of value co-creation activities performed by exhibitors that affect their satisfaction and dissatisfaction with exhibitions. This study encompasses two types of value co-creation activities: participation and partnership activities. An enhanced impact-asymmetry analysis method is introduced to identify the three-factor structure of satisfaction for participation and partnership value co-creation activities in exhibitions. The results of analyzing 437 exhibitors surveyed at four exhibitions in Macao indicate that ‘engagement’ is a delighter; ‘information sharing’ is a satisfier; ‘information seeking’ and ‘resolving conflict’ are dissatisfiers; and ‘responsibility’, ‘situational awareness’, ‘knowledge transfer’, and ‘commitment’ are hybrids. These findings assist exhibition organizers in formulating co-creation strategies to increase the value of their exhibitions. This study also enriches our knowledge of the theory of value co-creation using the three-factor theory.