From activity to meaning: how context shapes fan convention experiences

Purpose This study examines whether and how fan convention contexts impact the structure and meaning of activities that are otherwise familiar in everyday settings. The research addresses a theoretical contradiction: if the activities and environments remain unchanged, why do participants perceive these differently during events? Design/methodology/approach The study adopts a constructivist grounded theory approach. Empirical data were collected through seven group interviews with 18 participants at Comicon Napoli 2024. Data were analyzed using iterative coding and constant comparison, with theoretical development grounded in participants’ lived experiences and guided by sensitizing concepts. Findings The main findings reveal six contextual factors that do not change the meaning of the activities but positively alter it by intensifying a key shared interaction within them, socialization. This, in turn, highlights a functional hierarchy among contextual factors based on their influence on experience as well as the liminal role of participants, who are both users and integral components of the event offering. Originality/value This article contributes to event studies by reconnecting activity theory and contextual analysis with the field of experiential research. It advances a more structured understanding of how meaning is constructed in events, not solely from symbolic or cognitive perspectives, but through the reconfiguration of the activity lens. In addition, the study offers practical insights for the design of events that foster participation and deepen experiential engagement.