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The utility of relationships in the creation and maintenance of an event portfolio

Donna M. Kelly (UQ Business School, The University of Queensland, Brisbane, Australia)
Sheranne Fairley (UQ Business School, The University of Queensland, Brisbane, Australia)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 11 January 2018

Issue publication date: 13 March 2018

Abstract

Purpose

Event portfolios promote synergies among events and stakeholders within a destination in order to maximise resources. The purpose of this paper is to examine the role of relationships in the creation and maintenance of an event portfolio using the four stages of Parvatiyar and Sheth’s (2000) process model of relationship marketing: formation, management and governance, performance evaluation, and evolution.

Design/methodology/approach

Nine semi-structured interviews were conducted with tourism and government stakeholders involved in the creation and maintenance of an event portfolio within a single destination.

Findings

The destination outlined clear strategic goals through an event strategy. An Events Board was established to bring together key stakeholders from tourism, events, and government to oversee the development of an event portfolio. The Events Board gave advice to relevant tourism and government stakeholders on which events they should provide funding. Developing relationships was not a stated objective, but the Events Board realised the importance of relationships to create and maintain the destination’s event portfolio. Long-term funding contracts were used as a mechanism to establish relationships and were an impetus for interaction. Relationships were also maintained through dedicated staff who managed the relationships between the destination stakeholders and the events.

Practical implications

Understanding factors that contribute to the successful creation and maintenance of event portfolios can inform destination stakeholders who are responsible for generating tourism through events.

Originality/value

Limited research has examined the creation and maintenance of event portfolios. This study provides insight into the central importance of relationships in creating and maintaining an event portfolio.

Keywords

Citation

Kelly, D.M. and Fairley, S. (2018), "The utility of relationships in the creation and maintenance of an event portfolio", Marketing Intelligence & Planning, Vol. 36 No. 2, pp. 260-275. https://doi.org/10.1108/MIP-11-2017-0270

Publisher

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Emerald Publishing Limited

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