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Article
Publication date: 7 March 2016

Philip Xie and Andy Sinwald

The purpose of this paper is to focus on: first, what major impacts do organizers perceive special events to create, and how do they measure an event’s success? second, do…

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Abstract

Purpose

The purpose of this paper is to focus on: first, what major impacts do organizers perceive special events to create, and how do they measure an event’s success? second, do these perceived impacts align with the major themes of economic benefits, social impacts, and community cohesiveness revealed in the existing literature? and third, why do event organizers perceive these major impacts?

Design/methodology/approach

In order to gain a better understanding of the types of community impact event organizers anticipate from, and attempt to solicit through special events, this study makes use of a survey with open-ended questions. Such questions enable a broader discussion between interviewees and interviewers, giving interviewees greater response leeway and generating more material for the researcher’s analysis.

Findings

Findings suggest that bringing the community together, producing economic benefits for local businesses, and creating socializing and educational opportunities for visitors are the primary impacts anticipated by interviewed event organizers. In particular, providing a positive experience by getting the community involved proves to be the key element to the success of any special event discussed.

Research limitations/implications

There are a couple of limitations to the study. First, the study presented a relatively small sample. Second, these results may relate to the institutions located along Lake Erie where parks and recreation have long been viewed as an integral part of community life.

Originality/value

This study represents a first attempt to complement the quantitative data in the former research with a qualitative study. Through in-depth interviews, it sets out to create a dialogue from the event organizers along Lake Erie in the USA to help better understand the impacts of special events prepared by Parks and Recreation Departments.

Details

International Journal of Event and Festival Management, vol. 7 no. 1
Type: Research Article
ISSN: 1758-2954

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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…

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15085

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

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Article
Publication date: 10 June 2020

Supawat Meeprom and Tongrawee Silanoi

The aim of this study is to examine the impact of perceived special event quality on perceived value and behavioural intentions. Specifically, it was proposed that…

Abstract

Purpose

The aim of this study is to examine the impact of perceived special event quality on perceived value and behavioural intentions. Specifically, it was proposed that attendees' perceived special event quality has direct and indirect effects on behavioural intentions through the mediating role of social value, economic value and emotional value.

Design/methodology/approach

A self-administered, onsite survey was deployed to gather the data to formulate the hypothesised relationships in this study. Data collection also included event-intercepted panel surveys, conducted with actual consumers who attended the Agricultural and Cultural Fair. The surveys were distributed and conducted during the afternoon and early evenings at the event area and exit point of the event. In total, 250 questionnaires were distributed to domestic visitors and 176 respondents completed the survey.

Findings

The study found the perceived quality of the special event directly impacted social value, economic value, emotional value and behavioural intentions. The results also indicated that social value and emotional value had significant effects on behavioural intentions. Further, this study found that both social value and emotional value components mediated the relationship between perceived quality of the special event and behavioural intentions. These results confirmed the existence of a perceived-quality-value-behavioural intentions chain.

Research limitations/implications

There are some key limitations including the sample size in this study was relatively small and all the respondents were domestic attendees, providing findings specific to one culture only. In term of implications, the results offer event organisers holistic insights into elements to be adopted as the foundation for special event consumption. It helps event organisers to build upon customer choice behaviour, which can be employed to effectively cultivate more attendees for the special events.

Originality/value

This is the first study that examined the extent to which attendees' perceived quality of a special event influenced their perceived values in Agricultural and Cultural Fair which is a special event held each year in the major city of Khon Kaen in the northeast region in Thailand.

Details

International Journal of Event and Festival Management, vol. 11 no. 3
Type: Research Article
ISSN: 1758-2954

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Article
Publication date: 20 September 2011

This paper aims to consider the factors contributing to the successful marketing of one‐off special events.

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4285

Abstract

Purpose

This paper aims to consider the factors contributing to the successful marketing of one‐off special events.

Design/methodology/approach

Uses a case study of Festival Melbourne 2006, a multi‐site, multi‐activity sporting and cultural event, to investigate ways of increasing participation through effective marketing communications.

Findings

Have you ever been invited to something only to discover that it has already happened? That you have missed your chance to take part in something special? That is the marketing challenge facing the organizers and promoters of special events – large‐scale, never‐to‐be‐repeated happenings taking place in several venues: how do you attract prospective participants and get the right sort of information to them at the right time?

Practical implications

Offers guidance on what does and does not work in the marketing of special events and the level of information needed to deliver a memorable experience.

Social implications

Highlights the importance of tailoring marketing materials for local events to the socioeconomic and demographic characteristics of the community audience.

Originality/value

Draws attention to the distinctive challenges of marketing special events.

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Article
Publication date: 1 April 1988

Mark Reidell

For those of us who have served on the special events front‐line to raise money for our libraries; for those of us who have shown the willingness to battle and overcome…

Abstract

For those of us who have served on the special events front‐line to raise money for our libraries; for those of us who have shown the willingness to battle and overcome frustration, rejection, and last‐minute crises; for those of us who remain undaunted and resilient, even when our net take from an event is $37.50—the belief that we are supporting a vital institution keeps us from retreating.

Details

The Bottom Line, vol. 1 no. 4
Type: Research Article
ISSN: 0888-045X

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Article
Publication date: 1 February 2004

Mihai Nica and Ziad Swaidan

Researchers are showing lately an increased interest toward the special event tourist niche, mostly due to the growth in demand for manifestations such as exhibitions…

Abstract

Researchers are showing lately an increased interest toward the special event tourist niche, mostly due to the growth in demand for manifestations such as exhibitions, festivals and other historical and cultural displays. Besides meeting demand, special events are organized having in mind many other outcomes, one of them being their economic impact. Indeed, they may lead to an influx of funds in the area that in turn leads to increased sales, therefore to an increase in income and to the creation of new jobs. It is important that this type of events is analyzed allowing for better allocation of resources as well as for better planning of future similar events. Furthermore, estimating the event's possible economic impact in the planning phase could also lead to a much higher efficiency hence a more successful event. This study analyzes two of the most successful special events organized in Mississippi that attracted over 500,000 and 300,000 visitors. The study presents interesting findings related to patron profile as well as to their potential economic impact suggesting that such events may indeed lead to a significant increase in economic activity.

Details

Tourism Review, vol. 59 no. 2
Type: Research Article
ISSN: 1660-5373

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Article
Publication date: 1 December 2004

John S. Wilson

Successful special events planning and execution are part of a library development officer's job. Understanding the need to set goals early and then properly evaluating…

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5670

Abstract

Successful special events planning and execution are part of a library development officer's job. Understanding the need to set goals early and then properly evaluating the event based upon these goals is essential to measuring the success or failure of the event. Often the only measurement criteria for an event is the profit at the end of the day. Thinking strategically regarding an event, both short‐ and long‐term, will make a difference in the lasting quality of the library development program as well as the libraries’ place on the campus or in the community.

Details

The Bottom Line, vol. 17 no. 4
Type: Research Article
ISSN: 0888-045X

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Article
Publication date: 3 August 2021

Supawat Meeprom and Pipatpong Fakfare

The purpose of this study is to explore the relationship between self-congruence and attendee engagement in explaining emotional attachment in the context of cultural events.

Abstract

Purpose

The purpose of this study is to explore the relationship between self-congruence and attendee engagement in explaining emotional attachment in the context of cultural events.

Design/methodology/approach

Structural equation modelling with partial least squares analysis has been applied. Data were collected from 421 respondents through an onsite survey during the Yi Peng and Loy Krathong festive week in Thailand.

Findings

The findings revealed that self-congruence (i.e. actual self-congruence and ideal self-congruence) has a positive influence on attendee engagement. When attendees' actual self and ideal self-match with the event image, they are more likely to actively engage in the event activities.

Originality/value

The findings offer insights into one type of events, the cultural event, which is a common event in Thailand. This study is also one among a handful works that investigates the moderating role of perceived crowding on the relationship between attendees' actual and ideal self-congruence and engagement with the event. Although the findings do not suggest a significant moderating effect, this study provides preliminary insight into how perceived crowding shapes the perception of tourists in a cultural event context.

Details

International Journal of Event and Festival Management, vol. 12 no. 4
Type: Research Article
ISSN: 1758-2954

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Article
Publication date: 23 February 2021

Eric Beckman, Tianyu Pan, Miranda Kitterlin and Lisa Cain

The purpose of this study is to identify the motivating factors that influence repeat participation among university student volunteers at a world-renowned food festival…

Abstract

Purpose

The purpose of this study is to identify the motivating factors that influence repeat participation among university student volunteers at a world-renowned food festival. The direct and indirection relationship (through attitude toward volunteering) was tested. Additionally, the moderating role of class standing between student volunteers' motivations, attitudes and repeat volunteer intention was assessed.

Design/methodology/approach

Researchers applied a quantitative methodology to data collected after the festival volunteering experience. The research team collected 205 useable surveys from university student volunteers at the Food Network and Cooking Channel South Beach Wine and Food Festival (SOBEWFF®). Structural equation modeling was used to test the relationships among volunteer motivations, attitude toward volunteering and intention to continue volunteering. Lastly, a multiple-group analysis was applied to test the moderating role of class standing.

Findings

The results showed the motivating factors purposive, personal enrichment and family traditions were significant in predicting attitude toward volunteering. These motivations did not significantly affect intention to continue volunteering; thus researchers found only an indirect relationship (through attitude toward volunteering) between volunteering motivations and intention to continue volunteering. Additionally, a positive attitude toward volunteering resulted in an intention to continue volunteering. Lastly, testing the moderating role of class standing revealed significant results on three pathways, indicating that students are motivated to volunteer differently based upon class standing (freshman through junior vs. senior, graduate).

Research limitations/implications

The data were collected prior to COVID-19, and the ways in which COVID-19 has impacted the events industry and the scape of future events are yet to be determined.

Practical implications

Festival organizers and managers should appeal to different motivations of potential student volunteers depending on their class standing. For example, results of the moderator “class standing” indicated that the relationship between personal enrichment motivation and attitude toward volunteering was strongest and significant among freshmen, sophomores and juniors, but insignificant among seniors and graduate students. Thus, freshmen through juniors are more highly motivated to obtain practical experiences, and this motivation results in a positive attitude toward volunteering.

Originality/value

This study tests the moderating role of class standing to help predict intention to continue volunteering at a special event. The research is further unique by extending an understanding of the validity and reliability of the special events volunteer motivations scale.

Details

International Journal of Event and Festival Management, vol. 12 no. 2
Type: Research Article
ISSN: 1758-2954

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Article
Publication date: 5 June 2017

Eric MacIntosh and Milena Parent

In a major multi-sport event, the athlete is both a benefactor and producer of organizational activities. Athletes’ centrality makes understanding their satisfaction with…

Abstract

Purpose

In a major multi-sport event, the athlete is both a benefactor and producer of organizational activities. Athletes’ centrality makes understanding their satisfaction with the event an important management activity. The purpose of this paper is to examine the lived athletes experience (during the event), so as to provide insight into the important Games facets contributing to their satisfaction and to explore the controllable aspects of the event from an organizer’s perspective that athletes felt made the Games special and memorable.

Design/methodology/approach

A multi-dimensional instrument (i.e. Athlete Experience Questionnaire) was designed and tested at previous iterations of a major multi-sport event and was employed during Games-time. In total, 813 athletes completed the questionnaire during the 2014 Glasgow Commonwealth Games.

Findings

The findings demonstrated an overall high level of satisfaction with the event. Several important facets contributed to athlete satisfaction including social-, service- and communication-related aspects. Further, athletes reported on the importance of cultural opportunities within their Games experience.

Research limitations/implications

The paper denotes the importance of the social and cultural interactions and opportunities which lie outside the athletes’ actual competition experience and increase their specialness of the event. Theoretical and practical implications are drawn from the findings relative to the service-dominant logic and service-quality literature within a major multi-sport event Games for the athlete stakeholder.

Originality/value

This paper explores how athletes experience the major international multi-sport event environment. Moreover, this paper offers a significant contribution from a hard-to-reach population (i.e. elite-level international athletes), adopts their perspective of the Games environment and determines what contributes to their satisfaction. As the authors highlight, the paper denotes the importance of the planned social and cultural interactions and opportunities, which lie outside the athlete’s actual competition event experience, to increase athlete satisfaction; in contrast, basic sport competition needs seem to be a “basic” expectation.

Details

International Journal of Event and Festival Management, vol. 8 no. 2
Type: Research Article
ISSN: 1758-2954

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