When festitivity meets heritage site: co-developed experience through the lens of situated cognition

This inquiry articulates the co-development phenomenon in which improvisation of tourism products is created from multiple suppliers across different domains. Drawing on the S-O-R model and situated cognition theory, a framework was proposed and tested through multilevel analysis with empirical evidence taken from an array of shows held within a festival at various heritage sites. Findings demonstrate a cross-level moderated mediated chain of relationship leading from co-developed festivalscape to an array of event and site outcomes through the mediation of co-developed experience. This research extends the stimulus-organism-response mechanism to conjecture the situated S-O-R model based on the situated cognition thesis.