CO-CREATING VALUE THROUGH HOSPITALITY INNOVATION AND AUDIENCE ENGAGEMENT: FROM EXPERIENCE TO IMPACT
Author(s): Otakagu Nnenna Josephine, Oyen-Etta Linda B, Ebiowei Florence Patrick
Institute(s): UNIVERSITY OF CALABAR
Volume 4 / Issue 1
Abstract
This study examines the relationship between hospitality innovation and audience engagement in the co-creation of value, and how these factors jointly contribute to economic development in Nigeria’s hospitality and event management sector. Guided by ServiceDominant Logic (SDL) and the Experience Economy Theory (EET), the study views innovation as a collaborative process in which technological, experiential, and service-based practices improve customer experiences and economic outcomes. A survey research design was adopted, with data collected from 137 event attendees and six industry professionals in Lagos, Calabar, and Abuja. Quantitative data were analysed using correlation and multiple regression techniques, while qualitative insights were obtained through interviews. The findings show that hospitality innovation has a significant positive effect on audience engagement, which in turn mediates the relationship between innovation and value cocreation. This process contributes to employment generation, destination branding, and the growth of local enterprises. However, infrastructural challenges, limited human capacity, and inconsistent policy frameworks were found to weaken these relationships and restrict sustainable development. The study recommends targeted investment in digital infrastructure, improved managerial training, and stronger public-private collaboration to support innovation led growth. It concludes that combining technological advancement with cultural authenticity and human centred service delivery is essential for achieving inclusive and sustainable development in Nigeria’s hospitality and events industry.
Number of Pages: 14
Number of Words: 5640
First Page: 157
Last Page: 169