On the Verge Between Cocreation and Codestruction: The Interesting Case of a Greek Traditional Cultural Event

Traditional cultural events provide unique opportunities for resident-attendee destination experience and image cocreation, yet the cognitive, perceptual, and behavioral disparities between these key actor groups remain rather sparse. Focusing on the process rather than the outcome of cocreation, this article adopts a Service-Dominant Logic (SDL) to explore the underlying dynamics of social and economic actor encounters and their role in service value and image cocreation and destination resource management. More specifically, the study applies a mixed-method approach to study the interface of social and psychological carrying capacity during the Easter Rocket War in Chios (Greece). Building on the particularities of this traditional event, the research identifies variables that trigger cognitive and perceptual conflicts of interests that may jeopardize an event's and a destination's image cocreation process, resulting in its codestruction. Research findings contribute to the broader event image cocreation and destination branding body of literature, though the exploration of the underlying dynamics of multistakeholder and multiattribute event dimensions (cultural, spiritual, historical, recreational). From a managerial perspective, research findings aim to inform destination planning and decision-making processes that dictate event viability, publicity, and multistakeholder satisfaction.