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Can fundraising be fun? An event management study of unique experiences, performance and quality

Po-Ju Chen (Associate Professor based at University of Central Florida, Orlando, Florida, USA)
Dipendra Singh (based at University of Central Florida, Orlando, Florida, USA)
Ahmet Bulent Ozturk (Assistant Professor based at University of Central Florida, Orlando, Florida, USA)
Abdullah Makki (based at University of Central Florida, Orlando, Florida, USA)

Tourism Review

ISSN: 1660-5373

Article publication date: 11 November 2014

Abstract

Purpose

The objective of this study was to examine the effects of performance and uniqueness as predictors of fundraising event quality.

Design/methodology/approach

This study utilized intercept surveys collected from attendees at a non-profit fundraising event organized by the tourism and hospitality industry in a major tourism destination. Factor analysis was used to explore underlying event performance dimensions. Multiple regression analysis was used to assess predictability of event performance and unique experience design as predictors of event quality.

Findings

Three salient dimensions were identified: Hedonic Event Performance, Event Design Performance and Informative Event Performance. Of the three dimensions, Hedonic Event Performance was found to significantly predict Event Quality. However, Unique Event Experience provided stronger predictability of Event Quality.

Research limitations/implications

The results provide information which can be utilized by event organizers or managers to enhance the overall quality of fundraising events. The distinct attributes of event success identified in this study can be capitalized upon for improving future attendance. The use of event attendees from one particular event, which focused on a very specific cause, can be considered a limitation of the study.

Originality/value

This study focused on identifying different dimensions of a fundraising event which impact quality. The study provides insight into uniqueness of event experiences and their effect on event quality.

Keywords

Citation

Chen, P.-J., Singh, D., Bulent Ozturk, A. and Makki, A. (2014), "Can fundraising be fun? An event management study of unique experiences, performance and quality", Tourism Review, Vol. 69 No. 4, pp. 310-328. https://doi.org/10.1108/TR-07-2014-0039

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited