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In this essay, two purposes are of importance. One is to frame anti consumption as a social marketing issue on micro and macro levels. The second is to set forth dance as a persuasive element in anti consumption social marketing strategy, which heretofore has been under utilized and under theorized.

This essay draws from relevant existing literature in social marketing and builds and extends dance theory in television ads to conceptualize dance as a viable consumer culture aesthetic in anti consumption social marketing campaigns.

Effectively employing dance images in anti consumption social marketing campaigns may contribute to redesigning of the self-image and identity of consumers. Moreover, through linkages of positive behaviors to dance celebrations and rituals, aligned with an overall social marketing campaign, dance may facilitate reduction of negative consumption behaviors.

Social marketers’ strategic success in high involvement behavior change depends in part on the target audience’s favorable response to message processing. The social marketing field encompasses a variety of such behaviors that if changed, improves both society as a whole, and the lives of individuals.

There are three aspects of value and originality in this contribution. They include forwarding anti consumption as a social marketing issue in consumer culture; theorizing dance as a somato-visceral and kinesthetic approach to anti consumption social marketing behavior change; and demonstrating dance as a positive persuasive element that can reside within the boundaries of social marketing ethics.

This paper explores the factors motivating people to attend the Dutch hardstyle festival, Defqon.1. This paper delivers new insights to festival attendance by including social and cultural factors in the motivational dimensions and considering a niche electronic music festival.

This research utilised qualitative methods to identify and gain detailed information about attendee's visitor motives. Eleven semi-structured in-depth interviews which focus on the influence of intangible features of visitor motivations were conducted.

The research result revealed an increased influence of social factors and decreased the effect of all other visitor motives. The subcultural ties amongst members of the hardstyle scene were identified as stronger than the ones of different electronic music scenes. The study concluded that social factors, such as friendships gain significant importance for stimulating return visits.

Contemporary music festivals, especially electronic events have not comprehensively been researched. Also, the effects of social and cultural factors on festival attendance have previously been neglected in research. Studies on popular electronic music genres, such as rave and hardcore, are from a sociological viewpoint. These studies revealed motivations of members of the subculture to be a part of the scene and to attend events.

The purpose of this paper is to explore the issues surrounding the use of ethnography and participant observation in event studies. It considers the role and benefits of participant observation in terms of understanding event audiences and provides examples of the range of participant motivations and preferences such approaches can reveal and explore. As a methodological paper it focuses on the processes, challenges and benefits surrounding the utilisation of ethnographic methods within events research, with specific examples taken from an ethnographic study into contemporary dance music culture to contextualise the discussion.

Ethnography and participant observation are flexible research approaches characterised by varying levels of participation in and observation of different cultural groups and activities. This paper focuses specifically on participant observation revolving around field trips, focus groups, internet research and key informant interviews.

The challenges facing ethnographic researchers studying event audiences include identifying opportunities for observation and participation, identity negotiation for different research settings, their positioning on the participant observer spectrum, recruiting participants, recording data and the extent to which research takes an overt or covert approach, bearing in mind ethics and participant reactivity. It concludes that once these challenges are addressed, this multifaceted approach provides a valuable avenue for researchers exploring the range of socio-cultural forces at play surrounding event audiences and their experiences.

It advocates a shift from attempts to quantify audience motivations and experiences, to methods which seek to understand them more fully through focusing on the entirety of the event experience and the influence of surrounding cultural networks and discourses.

This paper aims to address the tango market as a social institution by building on the notion of “globalization from below” as well as social capital theory to understand the market's dynamics as a part of the Barcelona grey economy and as one that supports immigration settlement and integration.

The authors began with participant observation that helped the authors to capture the essence of the market, to observe the behaviours of the participants and then to interview different actors. For more than a year (October 2011-December 2012), the authors frequented various tango dancing floors and also attended different tango classes. The authors concentrated the interviews during the first quarter of 2013 (January-March). The authors conducted 15 recorded interviews with distinct categories of supplier to the tango market.

The authors demonstrate how the resulting social exclusion is the raison d'être of globalization from below, through a cross-cultural symbiotic relationship. Moreover, the authors examine the causes of informal market relations and their impact on the nature of interactions among market participants.

The tango in Barcelona is made up of a series of individual exchanges and transactions that create a functioning and ordered system. Economically speaking, it can be assumed as an emergent market. But this market is deeply embedded in a social and political context making it a social institution constructed in culturally specific ways. The local socio-political context opens the door to corruption, although not necessarily to breaking the law, allowing the market agents to remain within the system and “dance” with it. Their disobedience to the rule creates disorder but allows them to recreate a specific order.

The purpose of this paper is to develop a conceptual framework for understanding the relationship between sexual dissidence, gender transgression and commercial hospitality. The paper aims to argue that this can be used to examine how ideological assumptions about lesbian, gay, bisexual and transgender (LGBT) consumers are mobilised in the production and consumption of hospitality spaces.

The paper synthesises three theoretical strands: first, Turner's concepts of the liminoid and communitas; second, anthropological and socio‐political conceptions of myth and myth‐making and third, Lefebvre's spatial dialectic in the production of material, abstract and symbolic space. It is argued that, when considered together, these theoretical approaches help to understand the consumer experience, the ideological assumptions that underpin the experience, and the processes through which the experience is constructed.

The holistic nature of the approach helps to analyse the relationship between consumption and community ideologies at the micro level of personal interaction, the meso level of group and organisational norms and the macro level of societal structures and agencies.

The application of this framework in empirical research can enhance our understanding of the role of commercial hospitality spaces in reproducing and challenging particular ideological assumptions about LGBT consumers. It can inform the operational strategies of commercial organisations. Furthermore, it can underpin a critical perspective on management, which encourages practitioners to develop a sense of social responsibility towards the communities of consumers they target.

Applying this framework to empirical research will also help one to understand the nature of consumption and production within commercial hospitality.

The purpose of this paper is to explore the priorities of event organisers (EOs) and venue managers (VM) in terms of evaluation criteria and avenues for advancing the development and implementation of banks of questions regarding customer satisfaction evaluation.

The results presented are based on a questionnaire distributed to a sample of EOs and VM which sought to identify their priorities with regard to customer satisfaction feedback.

The findings show that a significant proportion of respondents had never undertaken formal evaluation, citing time and resources as the key barriers. In addition, a wide range of satisfaction-related criteria were rated as important, with the most valued criteria often related to generalised areas, but failing to consider the motivations of individuals for event attendance, which also appears as a gap within evaluation literature. The research findings indicate that developing banks of evaluation questions is a complex task, due to the number of potential variables in terms of events and audiences.

In linking the priority areas identified by the respondents with evaluation literature and event attendee motivations, this paper proposes alternative ways of structuring and utilising banks of evaluation questions linked to attendee profiles and motivations. Its central premise is that evaluation of consumer satisfaction should be led by consumer motivations and expectations if it is to be viable, meaningful and aid future event development and enhancement. This raises many questions and avenues for future research, to progress the area of logistically feasible evaluation, which generates rich and meaningful data.

Narrative accounts of subjective consumer experience are, in one form or another, an essential of qualitative market research. Ethnographic research and ethnographic poetry have obvious connections with the literary form, yet this form has had limited application. Based on the assumption that poetry as a craft is a somewhat limited narrative in ethnographic studies and specifically in studies that attend a consumer vulnerability agenda, this paper aims to contribute to a literary-based perspective. This paper advocates for ethnographic poetry as a consideration of disseminating qualitative data for those researchers immersed in ethnographic research with diverse and vulnerable populations.

The paper draws on a range of extant literature to draw out the distinguishing features of ethnographic poetry, in which to situate ethnographic narratives of two studies of consumer vulnerability. To assist in this, scholarly discussion in the paper is interposed with a series of interludes written in the ethnographic poetic style. These interludes are intended to epitomise merits of such an interpretive research approach.

This is a research paper seeking to draw attention to, and develop a relatively neglected research approach, ethnographic poetry. Researcher reflections, drawn from two ethnographic studies, suggest some tangible consequences of this research to generate further discussion of consumer vulnerability.

The overall aim is to extend discussion of the particular qualities of ethnographic poetry that might contribute to better serve qualitative research approaches, when conducting ethnographic research.

The paper advocates a stronger focus on ethnographic poetry to liberate the imagination of researchers and readers alike to enrich and compliment the analysis of narrative forms of qualitative data drawn from an ethnographic approach.

This paper addresses the concept of ethnographic poetry, stemming from narrative-based qualitative research, which will be entirely new to many researchers and practitioners. It suggests tangible benefits that this new perception could bring to ethnographic research.

No study to date has addressed the construct of event tourist experience value and there is no well-accepted value measurement method. This study aims to examine the underlying dimensions of event tourist experience value from a holistic perspective.

The research process consists of two steps. First, the dimensions of event tourist experience value are investigated by using grounded theory and content analysis of travel blogs. The second step is to explore and verify the scale of event tourist experience value.

The items show that event tourist experience value can be comprehensively understood from three dimensions: functional value (functional factors); hedonic value (relaxation, escape, restoration and interaction); and symbolic value (social prestige, belonging and self-transcendence).

The findings are useful indicators explaining events attendance, and can help event organizers and destination managers to better understand the needs of tourists and design event experiences in a more sophisticated way.

This work integrates a series of varied events to suggest a holistic view of event tourist experience value, which provides a theoretical basis for other scholars to compare and monitor findings in this field.

The purpose of this paper is to examine the market demand of sport lottery in China from the following perspectives: available types and varieties of sport lottery, number of retail outlets, public welfare funds, promotion costs, per capita income, and population.

As the earliest province of issuing the sales of sport lottery and having one of the largest sales volumes in China, Guangdong Province was chosen for conducting the current study. Data were obtained from 14 sport lottery administration and distribution centers and statistics bureaus of 14 corresponding municipal cities. Multiple regression analysis was used.

Multiple regression analyses revealed that number of retail outlets, promotion cost, per capita income, and public welfare funds were positively (p<0.05) predictive of sport lottery sales; however, available types and varieties of sport lottery were not found to be significantly (p>0.05) related to total sport lottery sales. The findings are discussed in the context of theories and practices in the marketing and administration of sport lottery sales in China.

Similar studies are suggested to be conducted in provinces and regions beyond Guangdong Province.

This study combined socioeconomic characteristics of the population, lottery game characteristics and management factors for the first time.