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This paper aims to explore how young students experience the contribution of a pedagogical assemblage based on design thinking (DT) while contributing to the transition to a more just and sustainable university.

This qualitative research considers the case of two pedagogical experiences developed at Universitat Politècnica de Valencià, Spain. In both experiences, a methodological proposal that includes practices of care, just transitions and DT was implemented. The data obtained through in-depth interviews, surveys and digital whiteboard labels was analyzed under the lens of three relational categories in the context of sustainability.

Learnings are acquired through five categories: place-based learning, prior learning, embodied learning, collaborative teamwork and intersectionality. The research shows how the subjective knowledge of young students positions them as co-designers and leaders of a University that drives a more just and sustainable transition.

The originality of the paper lies in the shift of DT from a human-based approach to a justice-oriented relational approach.

This study aims to explore a potential conference experience design strategy, namely, festivalization. It investigates the potential festivalization effects on conference attendees in two formats of business conferences: virtual and in-person.

A series of two scenario-based experimental studies were conducted. A series of one-way analysis of covariance and PROCESS procedures (Model 6) were performed for data analysis.

The inclusion of festivalization elements significantly enhances positive responses of attendees, especially for in-person conferences. This effect is further explained by a serial mediation effect, where enhanced perceived values and conference engagement play key roles in improving attendees’ conference experience.

By incorporating festivalization elements, conference organizers can create a more engaging and satisfying event experience for attendees. This can lead to greater satisfaction, positive word-of-mouth and increased registrations.

This study represents a pioneering effort in revealing the underlining mechanisms that explain how festivalization affects attendee engagement and subsequent behaviors in business event management in both face-to-face and virtual settings.