The role of co-creation values in driving sustainable innovation and economic development evidence from Katara Cultural Village Qatar

Abstract Value co-creation involves businesses and governments collaborating with stakeholders to generate innovative solutions that enhance economic growth, improve public services, and foster sustainable development. By engaging citizens, customers, and partners in the creation process, more inclusive, efficient, and impactful outcomes that benefit the economy and society can be achieved. Thus, this study aims to examine the effects of physical and social servicecapes on value co-creation in the Katara Cultural Village. Two critical modes of this relationship should be introduced: environmentally sustainable innovation practices and economic sustainability. To verify this model, 335 cases were collected in the first wave from tourists who assessed the physical and social servicecapes, and in the second wave from innovation and development managers, along with economic managers who assessed environmentally sustainable innovation practices and economic sustainability. Consequently, the implications of this study highlight that augmenting physical and social servicecapes in Katara Cultural Village can enhance value co-creation, thereby improve visitor experiences and foster economic and environmental sustainability.