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Article
Publication date: 12 September 2016

Bram Kuijken, Mark A.A.M. Leenders, Nachoem M. Wijnberg and Gerda Gemser

Producers and consumers – who represent opposing sides of the market – have different frames of reference, which may result in differences in classification of the same products…

2507

Abstract

Purpose

Producers and consumers – who represent opposing sides of the market – have different frames of reference, which may result in differences in classification of the same products. The authors aim to demonstrate that “classification gaps” have a negative effect on the performance of products and that these effects play a role in different stages of consumers’ decision process.

Design/methodology/approach

The data collection consisted of three comprehensive parts covering production and consumption in the music festival market in The Netherlands. The first part focused on festival organizers who were asked to classify their own music festival in terms of musical genres. In total, 70 festival organizers agreed to participate. The second part measured the genre classification of 540 consumers. In the third part, the authors interviewed 1,554 potential visitors of music festivals in The Netherlands about their awareness of the festival and if they considered visiting or actually visited the festival.

Findings

This paper provides empirical evidence that a classification gap between the production side and the consumption side of the market has negative effects on music festival performance. In addition, the authors found that this is in part because of lower activation of potential consumers in the marketplace.

Practical implications

An important practical implication of this study is that – in general – producers should be aware that classification gaps can occur – even if they are sure about the classification of their products – and that this can have serious consequences. The category membership of products is often seen as a given, whereas it cannot be assumed that the classification perceived by different economic groups is the same – as demonstrated in this paper.

Originality/value

This paper demonstrates that a fundamental – but understudied – disconnect between the two opposing sides of the market (i.e. producers and consumers) regarding the classification of the same products can have negative effects on performance of these products.

Details

European Journal of Marketing, vol. 50 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 14 October 2014

Stephen Henderson and James Musgrave

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…

5673

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.

Details

International Journal of Event and Festival Management, vol. 5 no. 3
Type: Research Article
ISSN: 1758-2954

Keywords

Article
Publication date: 31 May 2011

Anne‐Marie Hede and Pamm Kellett

Relatively little is known about marketing communications within the context of special events. The aim of this paper is to begin to address this gap in knowledge by analysing…

15911

Abstract

Purpose

Relatively little is known about marketing communications within the context of special events. The aim of this paper is to begin to address this gap in knowledge by analysing managerial practice, consumer perceptions and preferences in relation to marketing communications for this market offering.

Design/methodology/approach

A case study analysis of Festival Melbourne 2006 was undertaken using marketing communications collateral, ethnographic (participant observations) and interview (in‐depth and focus group) data.

Findings

A centralised approach to marketing communications was adopted for this event, but was difficult to implement. In addition, it was found that the marketing communications in situ did not assist attendees to make the most of their event experiences. It was also found that research participants prefer to receive information about special events passively.

Practical implications

With the increasing levels of globalisation and standardisation in the event sector there is a need to attain a balance between centralisation and adaptation in relation to marketing communications strategies and their implementation. Furthermore, it is imperative that marketing communications are integrated across all stages of consumption.

Originality/value

This study adds to the body of knowledge about marketing communications, and more generally within events. It also adds to the debate surrounding the integration of marketing communications.

Details

European Journal of Marketing, vol. 45 no. 6
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 4 December 2017

Cine van Zyl

The purpose of this paper is threefold: first, to describe a novel tool (conjoint analysis (CA)) for application by explaining the theory behind it; second, how the tool was…

Abstract

Purpose

The purpose of this paper is threefold: first, to describe a novel tool (conjoint analysis (CA)) for application by explaining the theory behind it; second, how the tool was developed; and third, how it can be used to ensure an optimal festival/event offering. In this way, the research needed on the individual behavioural and psychological factors of the events-tourism sector are addressed.

Design/methodology/approach

Planned events in this case the three largest arts festivals in South Africa (SA) (in Potchefstroom – Festival A, Grahamstown – Festival B and Oudtshoorn – Festival C) were studied. Five different attributes – festival brands, ticket prices, entertainment activities, food and beverages and transport to venues – were developed to describe arts festivals. The data were analysed using CA. CA was used in a linear regression model with individual ratings for each arts festival product. In addition, two techniques often used as complementary to and in conjunction with CA, namely, cluster and correspondence analysis were also used. K-means clustering constructed a four-factor solution, which categorised and labelled the attributes as, brand-, price-, activity- and transport-sensitive. The software package STATISTICA used the results for the correspondence analysis to draw maps between the arts festivals and attribute importance, age groups and festival attributes, arts festivals and language.

Findings

Festival A and B preferred the attribute level quality music, whilst Festival C preferred quality performances on the attribute entertainment. On the attribute refreshments, Festivals B and C preferred value for money and Festival A, a wide variety of good quality refreshments. On the attributes transport and ticket prices, all three festivals agreed for safe and secure parking and at the same price.

Research limitations/implications

This paper demonstrates, by applying the recommended tool, how it can be used to distinguish festivals/events in an overcrowded SA market with the possibility of providing a competitive advantage. In that all three festivals researched preferred the attribute festival brand held in the region which destination marketing organisations (DMOs) can use to their advantage.

Practical implications

This paper demonstrates, by applying the recommended tool, how it can be used to distinguish festivals/events in an overcrowded SA market with the possibility of providing a competitive advantage. In that all three festivals researched preferred the attribute festival brand held in the region which DMOs can use to their advantage.

Originality/value

The description of the development of the model could illustrate how market positioning (by way of revitalizing older theories), in the arts festival context can be approached to ensure an optimal arts festival offering. By so doing the paper strives to make an academic contribution.

Details

International Journal of Tourism Cities, vol. 3 no. 4
Type: Research Article
ISSN: 2056-5607

Keywords

Book part
Publication date: 29 November 2018

Antonio Botti, Antonella Monda and Massimiliano Vesci

Community-run festivals are an emerging giant in the tourism industry. Nowadays many local festivals have emerged with the specific objectives of celebrating local culinary…

Abstract

Community-run festivals are an emerging giant in the tourism industry. Nowadays many local festivals have emerged with the specific objectives of celebrating local culinary traditions, establishing business and trade of local products and developing sustainable destinations. Local events can influence the destination image, enabling the growth of tourist flows and stimulate destination marketing organizations to differentiate their own destination products from those of competitors. Two main aspects are analyzed: the main characteristics of local events and the influence of local festival on destination image. Moreover, the economic impact of festivals on the community and the main tourism management strategies adopted by managers are investigated. Finally, theoretical and managerial implications deriving from the chapter are discussed.

Article
Publication date: 11 October 2013

Simon Hudson and Rupert Hudson

Social media has fundamentally changed the consumer decision process, and in the last decade a more nuanced view of how consumers engage with brands has emerged. Instead of the…

25547

Abstract

Purpose

Social media has fundamentally changed the consumer decision process, and in the last decade a more nuanced view of how consumers engage with brands has emerged. Instead of the traditional purchase funnel, consumers research products and services during an extended evaluation stage, and after purchase, they often enter into an open-ended relationship with the brand, sharing their experience with it using social media. This paper describes the new consumer decision journey, and then adds to the body of research on events and festivals management by applying this new model to events and festivals.

Design/methodology/approach

The study uses a case study methodology with a multi-method approach to analyze the use of social media at three major music festivals. Case studies offer depth and comprehensiveness for understanding a specific phenomenon, enabling inductive and rich description, and are specifically welcome in new situations where little is known about the phenomenon.

Findings

In general, the music festivals profiled are proactive in their use of social media, engaging with consumers throughout the consumer decision journey. In particular, social media is making the “evaluate” and “advocate” stages of the decision journey more relevant for festival marketers.

Originality/value

This paper provides an illuminating view of the use of social media in an event and festival context. It supports the theory previously developed in this area, and is further evidence of the powerful impact that new technology can have on consumer behavior. The results have important implications for both researchers and practitioners interested in the marketing of festivals and events.

Details

International Journal of Event and Festival Management, vol. 4 no. 3
Type: Research Article
ISSN: 1758-2954

Keywords

Article
Publication date: 12 June 2017

Armand Viljoen, Martinette Kruger and Melville Saayman

This paper aims to identify and cluster visitors to a premier South African cheese festival based on their motivation for attending the festival.

Abstract

Purpose

This paper aims to identify and cluster visitors to a premier South African cheese festival based on their motivation for attending the festival.

Design/methodology/approach

A structured questionnaire was used to collect the data from visitors over the three days of the festival, in which 519 usable questionnaires were included in the analysis. Three stages of the analysis were employed: a factor analysis examining the visitors’ motivation to attend the festival, a cluster analysis based on the motives identified by the factor analysis and an analysis of significant differences between the different market segments.

Findings

The general profile of respondents was similar to the profile of culinary tourists found in other studies. Furthermore, five key motives were identified, of which this combination has not been previously identified in the literature. The cluster analysis identified three distinct clusters, with heterogeneous behavioural and socio-demographic profile identifiers.

Practical implications

The value that this market segmentation technique holds regarding the marketing and branding of a(n) event/festival is that it could help managers/marketers to promote better culinary events/festivals in South Africa, by offering unique attributes that attract culinary visitors.

Originality/value

To the authors’ knowledge, this study is a first attempt to segment culinary visitors based on motivational factors, especially within the South African context. Clustering based on motives proved to be a useful market segmentation tool and proposes a 3-S typology of visitors to food-related events/festivals, namely, social, serious and selective epicureans.

Details

International Journal of Contemporary Hospitality Management, vol. 29 no. 6
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 30 May 2019

Nanxi Yan and Elizabeth Halpenny

Using a cross-cultural perspective, the purpose of this paper is to examine the effect of cultural difference and travel motivation on event participation and how cultural…

2026

Abstract

Purpose

Using a cross-cultural perspective, the purpose of this paper is to examine the effect of cultural difference and travel motivation on event participation and how cultural difference may influence the relationship between travel motivation and event participation. The paper highlights the importance of culture in tourism research.

Design/methodology/approach

The research was conducted by using a secondary data set (n=24,692) commissioned by Destination Canada (formerly the Canadian Tourism Commission). Both descriptive statistics (e.g. frequency analysis) and inferential statistics (e.g. hierarchical regressions) were calculated.

Findings

First of all, the results indicated that travel motivations and cultural difference can impact event participation. For example, those who were more motivated by knowledge and competence (e.g. knowing history and culture) were more likely to participate in art festivals and cultural events. Also, the research recognized that Asian-Canadians were more likely to visit ethnic or religious festivals than Anglo-Canadians, whereas Asian-Canadians were less likely to attend farmers’ market in comparison with Anglo-Canadians. Last, the effect of cultural difference can moderate the relationship between travel motivation and event participation.

Originality/value

These findings emphasize that travel motivations and cultural difference are key factors to be considered for festivalsmarketing. Particularly, the moderating effect of cultural difference reinforces that the important role played by culture for effective festival marketing should not be ignored. The research also provides valuable insights for destination managers who are interested in Asian markets. Moreover, using a secondary data set prepared by the Canadian Government largely increased the results’ representativeness, trustworthiness, and generalizability.

Details

International Journal of Event and Festival Management, vol. 10 no. 2
Type: Research Article
ISSN: 1758-2954

Keywords

Book part
Publication date: 29 November 2018

Antonella Capriello

This chapter discusses emerging issues in event management with a focus on small-scale events. The author reflects on managerial approaches to stakeholder involvement and…

Abstract

This chapter discusses emerging issues in event management with a focus on small-scale events. The author reflects on managerial approaches to stakeholder involvement and engagement, and underlines the complexity of strategy formulation for destination development planning. This contribution also provides advanced conceptual instruments for event marketing as guiding principles that permeate destination-marketing strategies. In addition, the author investigates the role and nature of sponsorship linked to enhancing the value of small-scale events and highlights fundamental issues in developing a marketing management model for place marketing and the key drivers of event management strategies involving sponsors and event participants.

Article
Publication date: 16 December 2022

Jovan Velroy Fernandes and Ewa Krolikowska

The purpose of this paper is to contribute to the conceptualisation of the festival customer experience by proposing a new framework based on three interrelated concepts: event…

1299

Abstract

Purpose

The purpose of this paper is to contribute to the conceptualisation of the festival customer experience by proposing a new framework based on three interrelated concepts: event design, social environment and digital environment.

Design/methodology/approach

The authors use a theory adaptation research design to adapt an existing customer experience framework to the specific context of festival customer experience based on the literature on customer experience and experiential marketing within events, festivals, tourism and leisure.

Findings

Based on this new conceptual framework, the authors identify interrelationships between event design, social environment and digital environment which can be managed by festival organisers to improve the customer experience.

Research limitations/implications

This study’s analysis identifies five areas which are crucial for managing the contemporary festival customer experience. It offers researchers a conceptual framework for further development.

Originality/value

The paper proposes a new conceptual framework for festival customer experience which can be used to improve brand experiences at festivals. This is an emerging area which warrants further attention since festivals provide a valuable opportunity for brands to engage and build relationships with prospective and existing customers. This study is the first to combine insights from the interrelationships between event design, digital environment and social environment to better understand how to improve the management of brand experiences at festivals.

Details

International Journal of Event and Festival Management, vol. 14 no. 1
Type: Research Article
ISSN: 1758-2954

Keywords

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