Purpose The present study has a dual objective: first, to examine the role of coopetition in the development of hallmark events and the generation of value for the host society, and second, to verify the influence of hallmark events development on the creation of value for the host community. Design/methodology/approach Data analysis employed PLS-SEM and data collection was in the context of the hallmark event named “O maior São João do Mundo”, in Campina Grande city, Brazil. A sample of 367 residents was used. Findings Within the hallmark event context, findings reveal that coopetition enables strategic alignment among stakeholders, fostering value creation that would not be possible individually. Although coopetition does not directly generate social value, its influence emerges when mediated by the development of hallmark events, which can be an accelerator of benefits for communities and destinations. Research limitations/implications Results demonstrate that the distinctive and often conflicting attributes of hallmark events demand governance that goes beyond conventional planning models. Coopetition thus emerges as the most appropriate management framework, balancing collaboration and competition, coordinating diverse actors, and ensuring long-term social and economic value for host communities. Originality/value The analysis explores the social value creation from hallmark events using an outstanding Latin American. The study highlights that hallmark events enhance destination competitiveness through a society-centred approach, where resident participation is essential to strengthen well-being, local identity and sustainable practices.
Maracajá et al. (2026) studied this question.