Kotaro NAKAMURA, School of Knowledge Science, Japan Advanced Institute of Science and Technology – eCraft Inc., Japan, knakamura@eCraftjapan.com
Hideyuki SAKAMOTO, School of Interior & Architectural Design, Kanazawa College of Art, Japan, firstname.lastname@example.org
Dejan KRIZAJ, Faculty of Tourism Studies - Turistica, University of Primorska, Slovenia, email@example.com
HOW TO CITE:
<insert-authors> (2019). <insert-abstract-title>. AIRTH 2019 Conference: Innovation and Entrepreneurship for Sustainable Success; 2019 Sep 12 - 14; Innsbruck, Austria. Retrieved: <insert-date>, from http://www.airth.global
Revitalization of human resources is a requirement for a formation of a sustainable regional service ecosystem with various actors towards mutual value co-creation through service exchange. One such example is regional tourism promoted by art festivals (AFs), where quality site-specific art experience values created by AF creative actors (artists, performers, auxiliary staff), supported by AF local actors, attract a rising number of visitors and art fans. AF local actors often change their attitudes to become more active or autonomous, enforced by AF creative actors or experiences during AF events. Their change affects their own social or individual activities in the communities.
AF service ecosystem is enhanced through interactions between guests and hosts. Not only the perspective of the guest-side but also the host-side is essential. In order to gain a more comprehensive insight into the ecosystem formation, this study examines the transitions of AF actors’ attitudes from usual inhabitants’ passive roles to more autonomous actors’ positions. Based on the qualitative and quantitative analyses of inter-organizational arrangements, this study investigates the transition of AF actors’ volunteer and professional attitudes.
Case studies present two art festivals, one in Japan (Oku-Noto Triennale, ONT) and one in Slovenia (Ana Desetnica International Street Theatre Festival, ASF). The analysis is based on interviews with key festival actors, field surveys, follow-up surveys and review of related publications.
The research identifies two axes for classifying the transition of AF actors’ attitudes through various social contacts as a premise of value co-creation: A. motivation (from socially-engaged to self-actualized) and B. personal tendency (usual familiarity – unusual creativity). Further qualitative research of AF actors on the provider side should enable better understanding of the transition patterns of AF service ecosystems and provide practical implications for human resources support and revitalization potentials of artistic and creative tourism events.
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