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Changing audience behaviour: festival goers and throwaway tents

Stephen Henderson (International Centre for Research in Events, Tourism and Hospitality, Leeds Metropolitan University, Leeds, UK)
James Musgrave (International Centre for Research in Events, Tourism and Hospitality, Leeds Metropolitan University, Leeds, UK)

International Journal of Event and Festival Management

ISSN: 1758-2954

Article publication date: 14 October 2014

5274

Abstract

Purpose

To translate theory into a practical tool, the purpose of this paper is to provide a conceptual framework for the development of social marketing strategies to modify event attendee behaviour in a sustainable direction.

Design/methodology/approach

Consumer value is synthesised with social marketing and consumer behaviour theory to develop the framework. A major problem for festivals (throwaway tents) and current pro-environmental practices are used to determine the framework's applicability.

Findings

The conceptual framework suggests that achieving desired behaviour(s) within an audience requires consideration of the added value at the downstream level, strategies that recognise offsite/onsite behaviour settings, engagement of upstream advocacy and more attention to the evaluation of success.

Research limitations/implications

A single low-involvement behaviour example is used to validate the conceptual framework suggesting further work is needed to widen tests of its applicability.

Originality/value

This paper synthesises theory into a framework that has significant potential as a tool to develop behavioural change strategies at events.

Keywords

Citation

Henderson, S. and Musgrave, J. (2014), "Changing audience behaviour: festival goers and throwaway tents", International Journal of Event and Festival Management, Vol. 5 No. 3, pp. 247-262. https://doi.org/10.1108/IJEFM-11-2013-0031

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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