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Co-creation’s Pre-eminence over Co-destruction in Memorability and Behavioural Intentions in the Study of the Sport Event Tourism Experience
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Orientador(es)
Resumo(s)
A cocriação da experiência turística pode aumentar a capacidade da sua memorização, induzindo comportamentos futuros que são economicamente benéficos para o evento e o destino, expressos pelas intenções dos turistas de repetir a experiência e/ou recomendá-la a outros. Inversamente, a codestruição da experiência pode resultar num boca-a-boca negativo e na redução da intenção de visitar um destino. No entanto, ainda há pouca compreensão sobre o modo como a cocriação e a codestruição interferem entre si. Assim, este estudo tem como objetivo analisar a influência da (i) cocriação, (ii) codestruição e (iii) concorrência da cocriação e da codestruição na memorabilidade e nas intenções comportamentais dos turistas desportivos passivos, através da sua atenção e envolvimento. No EDP Ericeira Pro 2024, um evento internacional de surf realizado em Portugal, foram aplicados 548 questionários a espectadores não residentes, os quais foram analisados com o Partial Least Squares Structural Equation Modelling (PLS-SEM). As principais conclusões revelam que a cocriação aumenta significativamente a capacidade de memorização e a intenção de revisitar ou recomendar o evento. Em contrapartida, a codestruição, embora relevante, tem um impacto mais fraco e parece subjugada à cocriação. Os resultados também revelam a vantagem de utilizar conceitos de psicologia cognitiva para estudar a formação de valor da experiência, salientando a superioridade do efeito do envolvimento na memorização da experiência dos turistas desportivos em comparação com o efeito da atenção. Este estudo expandiu o modelo de cocriação da experiência turística in loco ao estudo da codestruição e das intenções comportamentais e clarificou o papel distinto da cocriação e da codestruição da experiência e as respetivas dinâmicas em relação à sua memorabilidade
Tourist co-creation experience can enhance its memorability inducing future behaviours which are economically beneficial to the event and destination, expressed by the tourists' intentions to repeat the experience and/or recommend it to others. Conversely, co-destruction of the experience can result in negative word-of-mouth and reduced intention to visit a destination. However, there is still little understanding of how co-creation and co-destruction interfere with one another. Thus, this study aims to analyse the influence of (i) co-creation, (ii) co-destruction and (iii) co-creation and co-destruction concurrence on the passive sport tourists’ memorability and behavioural intentions through their attention and involvement. At the EDP Ericeira Pro 2024, an international surfing event held in Portugal, 548 questionnaires were applied to non-resident spectators, and analysed with Partial Least Squares Structural Equation Modelling (PLS-SEM). Key findings reveal that co-creation significantly enhances both memorability and the intention to revisit or recommend the event. In contrast, co-destruction, while relevant, has a weaker impact and appears subjugated to co-creation. The results also expose the virtue of using cognitive psychology concepts to study the experience value formation, highlighting the superiority of the involvement effect on the memorability of the sport tourists’ experience compared to that of attention. This study expanded the model of on-site co-creation of the tourist experience to the study of co-destruction and behavioural intentions and clarified the distinct role of co-creation and co-destruction of the experience and the respective dynamics in relation to its memorability.
Tourist co-creation experience can enhance its memorability inducing future behaviours which are economically beneficial to the event and destination, expressed by the tourists' intentions to repeat the experience and/or recommend it to others. Conversely, co-destruction of the experience can result in negative word-of-mouth and reduced intention to visit a destination. However, there is still little understanding of how co-creation and co-destruction interfere with one another. Thus, this study aims to analyse the influence of (i) co-creation, (ii) co-destruction and (iii) co-creation and co-destruction concurrence on the passive sport tourists’ memorability and behavioural intentions through their attention and involvement. At the EDP Ericeira Pro 2024, an international surfing event held in Portugal, 548 questionnaires were applied to non-resident spectators, and analysed with Partial Least Squares Structural Equation Modelling (PLS-SEM). Key findings reveal that co-creation significantly enhances both memorability and the intention to revisit or recommend the event. In contrast, co-destruction, while relevant, has a weaker impact and appears subjugated to co-creation. The results also expose the virtue of using cognitive psychology concepts to study the experience value formation, highlighting the superiority of the involvement effect on the memorability of the sport tourists’ experience compared to that of attention. This study expanded the model of on-site co-creation of the tourist experience to the study of co-destruction and behavioural intentions and clarified the distinct role of co-creation and co-destruction of the experience and the respective dynamics in relation to its memorability.
Descrição
Mestreado em Gestão do Desporto, 2025, Universidade de Lisboa, Faculdade de Motricidade Humana
Palavras-chave
Co-creation Co-destruction Future consumption intentions Involvement Memorability Passive sport tourists Attention Cocriação Codestruição Envolvimento Intenções de consumo futuro Memorabilidade Turistas desportivos passivos Atenção