Horse Racing Event Experience and Social Media

Abstract

This chapter investigates the role of social media in enhancing the interactions between customers and event management. It is based on a field study conducted on three UK horse racing events using a set of interviews and questionnaires to probe the views of the audience and the managers. Findings underscore the growing importance of social media, which are progressively embraced by consumers as part of their daily communication mix. Horse racing customers are likely to use social media to leave event feedback. While there is demand for a reply, interviewed managers admit a weakness regarding the use of social media to gain post-event feedback − which can act as an important means to engage and co-create value with customers.

Citation

Downes, C., Rahimi, R. and Robinson, P. (2018), "Horse Racing Event Experience and Social Media", Quality Services and Experiences in Hospitality and Tourism (Bridging Tourism Theory and Practice, Vol. 9), Emerald Publishing Limited, Leeds, pp. 121-131. https://doi.org/10.1108/S2042-144320180000009009