Edinburgh Napier University

  This chapter argues for a shift from the traditional value perspectives to a more holistic representation of socially constructed value in practice. This chapter is organized in three parts. In the first part, an overview is offered of how value has been conceptualized in the service marketing literature and events literature, more specifically in order to set the scene for an alternative practice-based value approach in the event and festival context. This approach combines the recently emerged marketing concept of co-creation and the view of value as co-created in the social practices of event attendees. The second part of the chapter explores examples of three categories of event and festival social practices (namely, bonding, communing and belonging), in order to demonstrate, in the third part, how this value approach could help to inform empirical value explorations and applications in the context of event and festival marketing.