Investigating HM Students' Role in Campus Events and Activities

This research investigates the pivotal yet understudied role of HM (Hospitality Management) students in enhancing the success of campus events within higher education institutions. Guided by the framework of Service-Dominant Logic (S-D Logic), this study explores how HM students actively engage in the planning and execution of campus events, driven by their service-oriented mindset, expertise, and collaborative efforts. The research aims to shed light on the extent to which HM students contribute to the co-creation of value in campus events, ultimately enhancing event quality, enriching the student experience, optimizing resource allocation, promoting crossdisciplinary collaboration, and strengthening university-community relations. This study not only has practical implications for event management within academic settings but also contributes to the broader academic discourse by advancing our understanding of service-oriented value co-creation in the context of campus events