Experience-Based Transformation in the Wedding Event Industry: Development and Validation of the VDHI Model
Keywords:
Intimate Wedding; Customers Experiences; Transformation Services; PLS-SEM; Balanced Scorecard.
Abstract
This study develops an integrative transformation model for intimate weddings as a new paradigm in the experience-based wedding industry and examines the role of value orientation and organizational capabilities in fostering sustainable business performance. The proposed VDHI (Value–Digital–Human–Intimate) model integrates intimacy values, digital capabilities, human resource quality, experiential excellence, and sustainability into a unified framework. A quantitative approach was employed using data from 329 couples who organized intimate weddings between 2023 and 2025. The findings indicate that intimacy value orientation significantly enhances digital capabilities, human resource quality, and experiential excellence. Human resource quality positively influences experiential excellence, whereas digital capabilities have no significant direct effect. Experiential excellence emerges as the strongest driver of sustainable business performance and acts as a key mediating factor. The results validate the VDHI model and highlight the value of integrating PLS-SEM and the Balanced Scorecard for multidimensional performance evaluation.
References
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Castrén, A. M., & Maillochon, F. (2009). Who chooses the wedding guests, the couple or the family?: Individual preferences and relational constraints in France and Finland. European Societies , 11 (3), 369–389. https://doi.org/10.1080/14616690902764724
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Daniels, M., & Wosicki, C. (2020). Wedding planning and management: Consultancy for diverse clients . Routledge. https://doi.org/https://doi.org/10.4324/9780429276828
Dupej, S., & Choi, H. C. (2025). Cultivating cannabis agritourism : Integrating service-dominant logic in Northern California's Emerald Triangle. Journal of Rural Studies , 120 (March), 103864. https://doi.org/10.1016/j.jrurstud.2025.103864
Dwhmaira, MU (2022). Proposed Marketing Strategy for Wedding Company to Enter the New Market (Case Study: XYZ Wedding Services) Proposed Marketing Strategy for Wedding Company to Enter the New Market (Case Study: XYZ Wedding Services) . 29119186 .
Elbanna, S., Kamel, H., Fatima, T., & Eid, R. (2022). An investigation of the causality links in the balanced scorecard: The case of the Gulf Cooperation Council hospitality industry. Tourism Management Perspectives , 41 , 100934. https://doi.org/https://doi.org/10.1016/j.tmp.2021.100934
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Goel, H., Sharma, A., & Harshe, S. (2021). Value Metamorphosis : Investigating the impact of COVID-19 on Indian weddings as a system Value Metamorphosis : Investigating the Impact of COVID-19 on Indian Weddings as a System .
H.-M. Kim. (2019). "The analysis of characteristics and plan to activate the small wedding reported in Internet news." Journal of the Korea Entertainment Industry Association , 13 , 43–54.
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Instituto, I., & Lisboa, U. De. (2022). Impact of destination weddings in the tourism economy Leandro Pereira * Álvaro Dias Renato Lopes da Costa . 23 (4), 500–526.
JGS Kahambing. (2021). COVID-19, weddings and dynamic consent. Journal of Public Health , 43 , 411–412. https://doi.org/10.1093/pubmed/fdab111
Jiang, G., Yang, W., & Liu, R. (2026). Knowledge Sharing and Value Co-Creation behaviors on Tourism Platforms: The Moderating Role of Sharer Reputation . 13 (January).
Kim, S., Kim, P.B., & Lee, G. (2021). Predicting hospitality employees' safety performance behaviors in the COVID-19 pandemic. International Journal of Hospitality Management , 93 , 102797. https://doi.org/https://doi.org/10.1016/j.ijhm.2020.102797
Koizumi, M., Tsukamoto, S., Kasahara, K., & Kato, T. (2026). ScienceDirect Customer service management based on loyalty factors in business hotels: Differences between business and private use. Procedia Computer Science , 278 , 1845–1852. https://doi.org/10.1016/j.procs.2026.03.178
Kumar, A. (2021). The Impact of Covid-19 on Weddings : An Indian Context Keywords . 6 (June), 111–124.
Lee, H., Grinevich, V., & Chipulu, M. (2023). How can value co-creation be integrated into a customer experience evaluation? European Management Journal , 41 (4), 521–533. https://doi.org/10.1016/j.emj.2023.07.004
Madsen, D. Ø. (2025). Balanced Scorecard: History, Implementation, and Impact. Encyclopedia , 5 (1). https://doi.org/10.3390/encyclopedia5010039
Magdolen, M., Behren, S. Von, Vallée, J., Chlond, B., & Vortisch, P. (2024). Response bias in Likert-style psychological items – an example from a large-scale travel survey in China. Transportation Research Procedia , 76 (2022), 349–360. https://doi.org/10.1016/j.trpro.2023.12.060
Mahmudur, S., Carlson, J., Chowdhury, N.H., Gudergan, S.P., Wetzels, M., Ringle, C.M., & Grewal, D. (2026). Omnichannel safe customer experience : how should it be measured? Does it affect customer well-being and retailers' performance? ☆ . Journal of Business Research , 202 (February 2025), 115760. https://doi.org/10.1016/j.jbusres.2025.115760
Manohar, A., Moslehpour, M., & Tamirat, Y. (2026). Circular supply chain partnership performance indicators in the paint and coating industry using a sustainable balanced scorecard framework. Cleaner Production Letters , 10 (October 2025), 100136. https://doi.org/10.1016/j.clpl.2026.100136
Mehrotra, A., Alghafes, R., Sahore, N., Kurucz, A., & Singh, J. (2026). Acta Psychologica Understanding the psychology of knowledge sharing and experience in digital service ecosystems. Acta Psychologica , 267 (October 2025), 106974. https://doi.org/10.1016/j.actpsy.2026.106974
Naheed, S., Pinto, R., & Pirola, F. (2025). Analyzing the Capabilities of Generative AI to Determine Its Role in Customer Experience Management for Effective Product Development. IFAC PapersOnLine , 59 (10), 1492–1497. https://doi.org/10.1016/j.ifacol.2025.09.251
Paros, AKB (2023). Systems Perspective of the Use of the Balanced Scorecard for Organization Development and Change . December , 1–15. https://doi.org/10.1177/21582440231218064
Pratiwi, I., Saefudin, A., Ika, G., Ilham, B., & Wildan, U. (2025). Innovation and Green Development Green human capital and organizational performance: The role of employee environmental awareness and sustainable innovation in achieving organizational sustainability. Innovation and Green Development , 4 (3), 100244. https://doi.org/10.1016/j.igd.2025.100244
R. Mead. (2008). One Perfect Day: The Selling of the American Weddin . Penguin.
Rasoulivalajoozi, M., Cucuzzella, C., & Farhoudi, M. (2025). Domains of wheelchair users' socio-emotional experiences : Design insights from a scoping review. Disability and Health Journal , 18 (3), 101829. https://doi.org/10.1016/j.dhjo.2025.101829
S. Pywell and R. Probert. (2022). "Posting the day of your dreams? Modern weddings and the impact of COVID-19." Families, Relationships and Societies , 12 , 431–446.
Saha, R., Jangbahadur, U., Israney, R.S., Sinha, M., Ahlawat, S., Akram, U., & Su, X. (2025). The psychological and emotional factors of gamification and customer experience. A systematic literature review and future research agenda. Acta Psychologica , 260 (September), 105659. https://doi.org/10.1016/j.actpsy.2025.105659
Tamba, M., Krause, J., Weitzel, M., Ioan, R., Duboz, L., Grosso, M., & Vandyck, T. (2022). Technological Forecasting & Social Change Economy-wide impacts of road transport electrification in the EU. Technological Forecasting & Social Change , 182 (July 2021), 121803. https://doi.org/10.1016/j.techfore.2022.121803
VII, V. (2025). The Impact of Smart Technologies on Sustainable Tourism and Hospitality: A Narrative Review . VII (I).
Wang, C., Thi, M., & Thai, T. (2026). Beyond digital anxiety: Leveraging digital platform capability and entrepreneurial orientation for SME digital business model innovation. Journal of Innovation & Knowledge , 15 (April 2025), 100975. https://doi.org/10.1016/j.jik.2026.100975
Zhu, P., Chi, X., Bobby, H., & Han, H. (2025a). Acta Psychologica Experience economy and authenticity in the heritage tourism sector : A multiple-dimensional approach. Acta Psychologica , 257 (January), 105118. https://doi.org/10.1016/j.actpsy.2025.105118
Zhu, P., Chi, X., Bobby, H., & Han, H. (2025b). Acta Psychologica Experience economy and authenticity in the heritage tourism sector : A multiple-dimensional approach. Acta Psychologica , 257 (May), 105118. https://doi.org/10.1016/j.actpsy.2025.105118
Arif, M., Zhao, L., Zou, X., Li, K., Chen, Z., Arif, M., Zhao, L., Zou, Ethics training competencies and leadership enable responsible AI in hospitality and tourism . https://doi.org/10.1016/j.isci.2026.115134
Bai, B., & Costa, R. (2025). Economic impact of artificial intelligence (AI): Conceptualization of business value of AI and future agenda for tourism and hospitality research . 0–2.
Bajaj, S., & Nair, V. (2025). Embracing the Exquisite: The Latest Trend on Weddings. Understanding Media and Arts: A Comprehensive Introduction to The Creative Industry .
Balatonyi, J. (2023). From 20th century weddings to quarantine weddings: Old and new approaches to analyzing rituals . 1 (2), 77–88. https://doi.org/10.15575/jcrt.383
Castrén, A. M., & Maillochon, F. (2009). Who chooses the wedding guests, the couple or the family?: Individual preferences and relational constraints in France and Finland. European Societies , 11 (3), 369–389. https://doi.org/10.1080/14616690902764724
Chevtchouk, Y., Veloutsou, C., & Paton, R. (2021). The experience – economy revisited: an interdisciplinary perspective and research agenda. Journal of Product & Brand Management , ahead - of - print . https://doi.org/10.1108/JPBM-06-2019-2406
Daniels, M., & Wosicki, C. (2020). Wedding planning and management: Consultancy for diverse clients . Routledge. https://doi.org/https://doi.org/10.4324/9780429276828
Dupej, S., & Choi, H. C. (2025). Cultivating cannabis agritourism : Integrating service-dominant logic in Northern California's Emerald Triangle. Journal of Rural Studies , 120 (March), 103864. https://doi.org/10.1016/j.jrurstud.2025.103864
Dwhmaira, MU (2022). Proposed Marketing Strategy for Wedding Company to Enter the New Market (Case Study: XYZ Wedding Services) Proposed Marketing Strategy for Wedding Company to Enter the New Market (Case Study: XYZ Wedding Services) . 29119186 .
Elbanna, S., Kamel, H., Fatima, T., & Eid, R. (2022). An investigation of the causality links in the balanced scorecard: The case of the Gulf Cooperation Council hospitality industry. Tourism Management Perspectives , 41 , 100934. https://doi.org/https://doi.org/10.1016/j.tmp.2021.100934
Fan, X., & Yang, N. (2026). Acta Psychologica When digital meets human: How organizational digital capability promotes service innovation via cognitive flexibility and empowering leadership. Acta Psychologica , 262 (June 2025), 106014. https://doi.org/10.1016/j.actpsy.2025.106014
Figueiredo, R., Agag, G., Yousaf, A., & Soliman, M. (2026). International Journal of Hospitality Management Digital marketing capability : Its impact on marketing agility and service innovation in the hospitality industry. International Journal of Hospitality Management , 135 (May 2025), 104607. https://doi.org/10.1016/j.ijhm.2026.104607
Garaus, M., Treiblmaier, H., Wagner, U., & Garaus, C. (2025). Innovating the experience economy : How novel technologies transform customer experiences. Digital Business , 5 (2), 100134. https://doi.org/10.1016/j.digbus.2025.100134
Ge, Y., Yuan, Q., Wang, Y., & Park, K. (2021). The structural relationship among perceived service quality, perceived value, and customer satisfaction-focused on Starbucks reserve coffee shops in Shanghai, China. Sustainability (Switzerland) , 13 (15). https://doi.org/10.3390/su13158633
Goals, S.D. (2025). Measurement : Sensors Customer experience management from the corporate sustainability perspective : Proposition of . 38 (February). https://doi.org/10.1016/j.measen.2025.101833
Goel, H., Sharma, A., & Harshe, S. (2021). Value Metamorphosis : Investigating the impact of COVID-19 on Indian weddings as a system Value Metamorphosis : Investigating the Impact of COVID-19 on Indian Weddings as a System .
H.-M. Kim. (2019). "The analysis of characteristics and plan to activate the small wedding reported in Internet news." Journal of the Korea Entertainment Industry Association , 13 , 43–54.
Hashmi, F.A., Johnson, T., Goldwater, M.B., & Singh, P. (2024). Integrating Human-Centered Design and Social Science Research to Improve Service-Delivery and Empower Community Health Workers: Lessons from Project RISE. She Ji: The Journal of Design, Economics, and Innovation , 9 (4), 489–517. https://doi.org/10.1016/j.sheji.2024.02.001
Instituto, I., & Lisboa, U. De. (2022). Impact of destination weddings in the tourism economy Leandro Pereira * Álvaro Dias Renato Lopes da Costa . 23 (4), 500–526.
JGS Kahambing. (2021). COVID-19, weddings and dynamic consent. Journal of Public Health , 43 , 411–412. https://doi.org/10.1093/pubmed/fdab111
Jiang, G., Yang, W., & Liu, R. (2026). Knowledge Sharing and Value Co-Creation behaviors on Tourism Platforms: The Moderating Role of Sharer Reputation . 13 (January).
Kim, S., Kim, P.B., & Lee, G. (2021). Predicting hospitality employees' safety performance behaviors in the COVID-19 pandemic. International Journal of Hospitality Management , 93 , 102797. https://doi.org/https://doi.org/10.1016/j.ijhm.2020.102797
Koizumi, M., Tsukamoto, S., Kasahara, K., & Kato, T. (2026). ScienceDirect Customer service management based on loyalty factors in business hotels: Differences between business and private use. Procedia Computer Science , 278 , 1845–1852. https://doi.org/10.1016/j.procs.2026.03.178
Kumar, A. (2021). The Impact of Covid-19 on Weddings : An Indian Context Keywords . 6 (June), 111–124.
Lee, H., Grinevich, V., & Chipulu, M. (2023). How can value co-creation be integrated into a customer experience evaluation? European Management Journal , 41 (4), 521–533. https://doi.org/10.1016/j.emj.2023.07.004
Madsen, D. Ø. (2025). Balanced Scorecard: History, Implementation, and Impact. Encyclopedia , 5 (1). https://doi.org/10.3390/encyclopedia5010039
Magdolen, M., Behren, S. Von, Vallée, J., Chlond, B., & Vortisch, P. (2024). Response bias in Likert-style psychological items – an example from a large-scale travel survey in China. Transportation Research Procedia , 76 (2022), 349–360. https://doi.org/10.1016/j.trpro.2023.12.060
Mahmudur, S., Carlson, J., Chowdhury, N.H., Gudergan, S.P., Wetzels, M., Ringle, C.M., & Grewal, D. (2026). Omnichannel safe customer experience : how should it be measured? Does it affect customer well-being and retailers' performance? ☆ . Journal of Business Research , 202 (February 2025), 115760. https://doi.org/10.1016/j.jbusres.2025.115760
Manohar, A., Moslehpour, M., & Tamirat, Y. (2026). Circular supply chain partnership performance indicators in the paint and coating industry using a sustainable balanced scorecard framework. Cleaner Production Letters , 10 (October 2025), 100136. https://doi.org/10.1016/j.clpl.2026.100136
Mehrotra, A., Alghafes, R., Sahore, N., Kurucz, A., & Singh, J. (2026). Acta Psychologica Understanding the psychology of knowledge sharing and experience in digital service ecosystems. Acta Psychologica , 267 (October 2025), 106974. https://doi.org/10.1016/j.actpsy.2026.106974
Naheed, S., Pinto, R., & Pirola, F. (2025). Analyzing the Capabilities of Generative AI to Determine Its Role in Customer Experience Management for Effective Product Development. IFAC PapersOnLine , 59 (10), 1492–1497. https://doi.org/10.1016/j.ifacol.2025.09.251
Paros, AKB (2023). Systems Perspective of the Use of the Balanced Scorecard for Organization Development and Change . December , 1–15. https://doi.org/10.1177/21582440231218064
Pratiwi, I., Saefudin, A., Ika, G., Ilham, B., & Wildan, U. (2025). Innovation and Green Development Green human capital and organizational performance: The role of employee environmental awareness and sustainable innovation in achieving organizational sustainability. Innovation and Green Development , 4 (3), 100244. https://doi.org/10.1016/j.igd.2025.100244
R. Mead. (2008). One Perfect Day: The Selling of the American Weddin . Penguin.
Rasoulivalajoozi, M., Cucuzzella, C., & Farhoudi, M. (2025). Domains of wheelchair users' socio-emotional experiences : Design insights from a scoping review. Disability and Health Journal , 18 (3), 101829. https://doi.org/10.1016/j.dhjo.2025.101829
S. Pywell and R. Probert. (2022). "Posting the day of your dreams? Modern weddings and the impact of COVID-19." Families, Relationships and Societies , 12 , 431–446.
Saha, R., Jangbahadur, U., Israney, R.S., Sinha, M., Ahlawat, S., Akram, U., & Su, X. (2025). The psychological and emotional factors of gamification and customer experience. A systematic literature review and future research agenda. Acta Psychologica , 260 (September), 105659. https://doi.org/10.1016/j.actpsy.2025.105659
Tamba, M., Krause, J., Weitzel, M., Ioan, R., Duboz, L., Grosso, M., & Vandyck, T. (2022). Technological Forecasting & Social Change Economy-wide impacts of road transport electrification in the EU. Technological Forecasting & Social Change , 182 (July 2021), 121803. https://doi.org/10.1016/j.techfore.2022.121803
VII, V. (2025). The Impact of Smart Technologies on Sustainable Tourism and Hospitality: A Narrative Review . VII (I).
Wang, C., Thi, M., & Thai, T. (2026). Beyond digital anxiety: Leveraging digital platform capability and entrepreneurial orientation for SME digital business model innovation. Journal of Innovation & Knowledge , 15 (April 2025), 100975. https://doi.org/10.1016/j.jik.2026.100975
Zhu, P., Chi, X., Bobby, H., & Han, H. (2025a). Acta Psychologica Experience economy and authenticity in the heritage tourism sector : A multiple-dimensional approach. Acta Psychologica , 257 (January), 105118. https://doi.org/10.1016/j.actpsy.2025.105118
Zhu, P., Chi, X., Bobby, H., & Han, H. (2025b). Acta Psychologica Experience economy and authenticity in the heritage tourism sector : A multiple-dimensional approach. Acta Psychologica , 257 (May), 105118. https://doi.org/10.1016/j.actpsy.2025.105118
Published
2026-06-25
How to Cite
Pangestu, A. A., & Novirani, D. (2026). Experience-Based Transformation in the Wedding Event Industry: Development and Validation of the VDHI Model . International Journal of Education, Vocational and Social Science , 5(03), 2592-2622. https://doi.org/10.63922/ijevss.v5i03.4479
Contact Person +6282139474255
Email : ijevss@citakonsultindo.or.id / editor.ijevss@gmail.com
