Achieving resident value co-creation in night-time leisure activities: Modelling and evaluating outcomes from a multi-sensory perspective

As the night economy contributes widely to cities, regions, and nations worldwide, resident value co-creation, has been a topic of significant interest. Although there is a growing interest in value co-creation, there is limited research on how multi-sensory stimulation affects residents engaged in night-time leisure. It is also unclear whether a place could instigate value co-creation with local residents by strategically selecting appropriate sensory stimuli, and if so, how. Using a mixed methods approach, this study draws on the sensory marketing framework to explore the process by which residents’ multi-sensory perceptions evoke emotion and subsequently influence value co-creation. The structural equation modelling indicated that multi-sensory experience, place identity and place dependence, positively impacted value co-creation, and results of the fuzzy-set qualitative comparative analysis revealed 12 combined paths that could stimulate value co-creation. These findings provide actionable insights for DMOs to tailor sensory marketing initiatives, maximising resident value creation in night-time leisure.