On the Verge Between Cocreation and Codestruction: The Interesting Case of a Greek Traditional Cultural Event

Traditional cultural events provide unique opportunities for resident-attendee destination experience and image cocreation, yet the cognitive, perceptual, behavioral disparities between these key actor groups remain rather sparse. Focusing on process than outcome of this article adopts a Service-Dominant Logic (SDL) to explore underlying dynamics social economic encounters their role in service value cocreation resource management. More specifically, study applies mixed-method approach interface psychological carrying capacity during Easter Rocket War Chios (Greece). Building particularities traditional event, research identifies variables that trigger cognitive perceptual conflicts interests may jeopardize an event's destination's process, resulting its codestruction. Research findings contribute broader event branding body literature, though exploration multistakeholder multiattribute dimensions (cultural, spiritual, historical, recreational). From managerial perspective, aim inform planning decision-making processes dictate viability, publicity, satisfaction.