BA (Hons) Events Management

Permanent URI for this collectionhttps://eresearch.qmu.ac.uk/handle/20.500.12289/7236

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A case study of motivation in Hungarian fashion shows.
(Queen Margaret University, 2016)
Fashion has the ability to generate emotions in individuals' mind. It has the ability to form a sense of shared belonging by creating a 'common visible world' for people who are interested in fashion. As events have developed so did the demand for memorable experiences. People become more interested in investing money into leisure activities that can satisfy their personal needs, such as fashion shows. However, not only attendees' can fulfil their desires by attending the shows. Fashion shows provide the greatest platform for designers to showcase their designs thus offering them the opportunity of 'live advertisements' benefiting them with rewards, such as gaining media awareness and reputation through the shows. After investigating the existing literature, the researcher was able to explore and identify the theoretical framework on which the research study was built on. Although it has been recognised that a wide range of research was previously carried out on motivation regarding to event attendance, however, investigating the nature of fashion shows and the motivations regarding fashion show attendance and participation within lesser developed countries, such as Hungary seems to be an under researched area. Therefore, the research's aim is to classify the main motivational factors regarding to fashion show attendance and participation through the eyes of the attendees and designers using the case of Hungary. Personal experiences, thoughts and opinions of attendees and designers will be examined in order to provide an in-depth understanding of what lies behind the motivations of each individuals in order to attend and participate at the shows. The researcher chose to apply qualitative approach through the use of semi-structured and online personal interviews as it has the ability to provide more in-depth information. In order to provide reliable results, discussion and analysis, the researcher chose to conduct the interviews with eight individuals who have been previously attended fashion shows and another two with contemporary designers. Moreover, the interviews have been carefully translated to English. The results found demonstrate that identifying attendees' and designers' motivations towards fashion show attendance and participation is crucial in order to understand the needs and desires of both attendees' and designers' thus enabling Hungarian fashion shows to reach out for a wider audience and participants. Also, it become clear that fashion shows already have a demand in Hungary. Despite the undeniable limitations of the present Hungarian fashion shows, both sample groups had positive and optimistic thoughts about its future development. Hungarian designers considered fashion shows as an innovative experience that could benefit them greatly with the rewards that the shows might offer, such as monetary benefits, relationships building and press coverage. Attendees shared this opinion and added that the shows' overall experience has improved greatly since the beginning. Attendees also highlighted that fashion shows allow Hungarians to be more opened towards newness whilst also providing an exciting platform for individuals to be entertained, share a sense of belonging and to have the ability to build beneficial relationships. Both designers and attendees have however agreed that essential changes still need to be implemented in order to improve and increase the attractiveness of the shows.
A Critical Evaluation of the Social Capital Benefits from Community Festivals Taking Place at the 2013 City of Culture, Londonderry.
(Queen Margaret University, 2015)
The aim of this research project is to conduct a critical evaluation of the social capital benefits of community festivals taking place at the 2013 City of Culture, Londonderry. It is recognised that extensive research has been carried out on community festivals and events. There is, however, an apparent paucity of research on the views and opinions of local audiences regarding community festivals and their engagement with them, therefore there is a gap in existing literature. An extensive literature review was carried out in order to explore the theoretical framework on which this research project is based. Key themes emerged through exploring the main concepts of the subject. These included the positive and negative outcomes of community festivals, the growing importance of social capital and understanding visitor motivations to achieve engagement. It was decided that a qualitative approach would be most appropriate for this research project as this provided the researcher with greater in-depth knowledge and information. Six semi structured interviews were conducted with various individuals from Londonderry. Each interview was conducted and transcribed verbatim. Thematic analysis was used to interpret the findings from the transcriptions and email responses. The whole process was ongoing and iterative. The results show that exploring the increasing demand of local audiences is crucial in order to increase engagement with community festivals and events. It is clear to see that the City of Culture provided a platform for community engagement and allowed for the development of social capital benefits within Londonderry. Better strategies are needed to fulfil legacy plans of the event as many of the respondents failed to recognise what these were.
A critical investigation into the relationship between socio-economic status and cultural preferences
(Queen Margaret University, 2015)
This research was undertaken to explore the relationship between consumers' socioeconomic status and their preferences in the cultural sector, with a particular focus on classical cultural events. The objectives of the research were to understand what extent a consumer is influenced by their social class and, therefore, how this motivates their tastes in culture. The research aimed to identify if there were any social barriers that stopped people attending certain types of events and if there was a way to lower these barriers. The research is important as it will help identify the areas of the cultural sector that are not accessible to all and question why this is the case, therefore, helping tackle social exclusion in culture. A literature review was conducted as a way to develop the theoretical frameworks of the investigation. The main theories and theme discussed by the literature was how if a consumer belonged to a certain socio-economic group, that social group had a particular set of cultural preferences. This was the idea supported by Gans (1974; 1999) and Bourdieu (1984; 1992) which highlighted the elitist nature of the cultural industry. This, therefore, allowed for the study to build a framework to conduct the research to meet the aims and objectives. A mixed methods approach of both quantitative and qualitative data was adopted; this was a way of ensuring that both the audiences and the venues had a chance to answer questions about the topic. The study focused on Edinburgh. Selfcompletion questionnaires were issued over social media for the consumers and semistructured interviews were conducted with marketing managers at three different venues. The main findings of the research were that consumers had habits of sticking with the culture that was perceived to be for their socio-economic group. Pricing of an event, regardless of the culture, was identified as a barrier for attendance and therefore, was identified as a factor of social exclusion. However, it was noted that not everyone sticks with the stereotype for their group, as there can be exceptions based on factors such as age and circumstance. The venues do not believe that they contribute to social exclusion; however, it was noted that there is a clear difference between funded and non-funded venues and the way the market to all audience types.
A study into social media influence upon event experience
(Queen Margaret University, 2016)
Social media is a world wide growing trend, which has transformed the way in which people communicate and share experiences (Safko 2010). Social media is a topic, which has been researched across many different sectors, however it has not been addressed with aspects to events experience and marketing promotion. Therefore through the use of qualitative research methods, this dissertation will contribute to the already existing research into social media, whilst relating it to event experience, satisfaction and promotion. Qualitative research has been carried out via the use of a focus group and semi-structured individual interviews, within the students of Queen Margaret University. The data collected was categorised into any potential themes, and then analysed and referred back to the literature. Accordingly the themes and analysis ofthis study were developed and highlighted in connection to the stated study aim, which was to assess the influence of social media platforms upon event experience and satisfaction. Conclusions of the study were clarified after analysing and comparing the data results found in comparison to the literature review. Results indicated that non-event related social media was deemed as a distraction to event attendee's and took the overall event experience away. However, it was also discovered that if social media is part of the event design then attendees feel satisfied due to the commonplace with social media in today's society. (Key words: social media, events, satisfactions, validation, event design, marketing, and anticipation)
An analysis of consumer behaviour and purchase motivators in the consumption of weddings among Edinburgh residents.
(Queen Margaret University, 2016)
Weddings are an event used to mark a milestone between two individuals' when entering a sacred union (Bernstein 2006). However, this symbolic practice has become overshadowed due to the extravagant consumption of 'invented traditions' (Howard 2003). The increase in consumptive practices by the modern day couple can be moderately explained through the rise in mass media (Boden 2003). With modern society spending countless hours following the lives of celebrities through traditional and social media, it is questioned if these celebrity weddings have an effect on consumptive patterns (Boden 2003; Callinan 2007; Daniels and Loveless 2014). This study explored the importance of varied commodities to individuals' when making purchases for their wedding day. Additionally, the study conducts an analysis on the purchase motivations of individuals,' whilst investigating how celebrity weddings in traditional media and social media influence wedding consumption behaviours. The theoretical framework of this study focused largely on Boden (2001; 2003), Otnes and Pleck (2003), Winch and Webster (2012) and Daniels and Loveless (2014) with regards to wedding consumption and Ingraham (2008) in relation to the influence of celebrity weddings in traditional media and social media. This study employed a mixed method approach, achieving 79 completed questionnaires and 8 interviews. This approach was chosen to allow for in-depth descriptive data, whilst also reaching larger populations quantitatively (Bryman and Bell 2011; Creswell 2013). This study sampled men and women currently planning their wedding day, as residents of Edinburgh. Each semi-structured interview lasted around 15-30 minutes. Questionnaires were distributed in two ways. Face-to-face whilst attending The Edinburgh Wedding Exhibition held at Murrayfield Stadium, Edinburgh on the 30th January 2016, before then distributing these through online social media platforms on bridal discussion forums. The results demonstrated that whilst purchases of individuals' were partially motivated by celebrity groups in the mass media, financial stability and starting a family was of higher importance. Based on the average British wedding costing £24,000 (Andrew 2015), the researcher was surprised to find substantially lower budgets amongst participants of the study. However, the results revealed a level of materialism amongst responses regarding commodities such as the wedding gown. The Majority of participants explained this commodity as the most important dress of a women's life. The results presented here will facilitate improvements in the ways in which the findings of the study are applicable, and the methodologies employed. Key Words: Wedding, Consumption, Motivation, Celebrity Weddings, Materialism, Traditional Media, Social Media, Mass Media, Budget.
An analysis of how an individual's motivations are affected after a negative event experience and the impacts on repeat attendance intentions
(Queen Margaret University, 2016)
The research being conducted is focused around the attendance intentions of individuals after a negative event experience. The aim of the study is to gain a greater understanding into how people are affected by negative event experiences in relation to how their motivations change towards repeat attendance. The objectives identified in order to complete the study are to, gain an insight into the events industry focusing specifically on motivations, attendance and complaints, contribute to the gaps in the literature, analyse if negative events affect motivations after events and gain an understanding from both students and professionals previous experience and knowledge from the media. Key themes were identified by carrying out a literature review, and establish a theoretical framework. Recent studies carried out by key authors in the literature include satisfaction and loyalty, based on customer experienced analysed and previously studied by Del Chiappa et al. (2014) and the push and pull factors of different demographics' by Duran and Hamarat (2014). A qualitative research method was selected in order to complete the research aim and objectives. The research was conducted through gathering thoughts and opinions from the focus group and interviews and analysing the participant's data in order to come to an overall conclusion. The data gathered featured the participant's actual experiences and those which were presented in the media. The data was then coded and analysed and related to the main themes of the research question. After the data was analysed the result found related back to the main aim of the research. The researcher gained an insight into the participant's experiences and the results indicated that the individual motivations to repeat attend are affected. This is dependent on the experience and if they were affected or not. The findings identified that negative event experiences, first hand and within the media affect an event attendee and change their intentions if they would attend an event or not. Their motivations change based on the severity and type of negative event. From the research it arose that if a negative experience is within a business' control then the participant would not attend that event again. However if it is out with the control of the event organisers (e.g. a terrorist attack) the participants would attend and repeat attend as it was not the event's doing.
An analysis of the components that contribute to cultural norms having an effect on the proceedings of modern day weddings.
(Queen Margaret University, 2016)
The aim of this study is to determine the extent to which cultural norms have a presence in modern day wedding proceedings, and where the pressure to comply with these norms stem from. This along with how those who participated in the study feel about such pressures and presence of cultural norms having an effect on their marital proceedings. There are limited studies in the academic literature concerning the wedding industry, however the area of cultural norms and surrounding themes upon which this study is based receive greater attention. Survey questionnaires were distributed online through social media outlets and email networks. 151 responses were received within the time frame for the collection of data to suit the scope of this study. The survey was UK wide with responses received from differing geographical locations within its parameters. Quantitative methods of convenience sampling were used in order to gain 100+ responses to represent the sample. Questions within the questionnaire consisted of closed questions, multiple choice, likert scale and open formats. The open questions were coded and used to strengthen the statistical results provided by the analysis and the study as a whole.
An examination into a cultural festival in Glasgow and how event quality can affect the level of consumer satisfaction.
(Queen Margaret University, 2016)
Purpose With a rich and vibrant history surrounding the city, Glasgow industrial sector began to collapse after the First World War, resulting in a sectarianism reputation being formed around the city (Graham et al. 2012 and Duff, 2007). Within the 1980s and the 1990s the cultural renaissance was introduced to try and reimage Glasgow's post-industrial image brining in events, festivals and the creation of new venues (Glasgow City Council, 2015) leading for numerous event and festivals being held in the city today. The purpose of this study is to assess how event quality affects the level of consumer satisfaction whilst also ascertaining the relationship between event quality with regard to consumer satisfaction and behavioural intentions. All the while being concerned with a cultural event in Glasgow - the Celtic Connections festival. Research Methods To achieve the aims and objectives of this research project, a mixed methods approach was chosen as the best approach to be used when gathering data. As no similar research has been carried out at the Glasgow Celtic Connections festival, it was deemed in order to gain the best information back, that a both qualitative and quantitative data collection was appropriate. This was done through a mixed method questionnaire that attendees of the festival could access online or could participate in at the event, when approached by the researcher. Quantitative questions were asked to the participants with additional qualitative questions, in order to be able to gain a further, more comprehensive in-depth response. The data collected was then analysed and compared with literature, finally going on to draw conclusion and make recommendations. Key Results and Outcomes The results reveal that event quality does impact the consumers level of satisfaction regarding the Celtic Connections, whilst also identifying that there is a link between how the attendees of the festival feel they received the event quality, consumer satisfaction and behavioural intentions. It can be seen through the data collected that the consumers who feel they received good quality from the event as well as receiving good customer service, are wishing to come back to the festival again in the future as well as willing to recommend the festival to a family, friend or colleague member factors that Beard (2014) and Ko et al. (2010) could help events create loyalty with the attendees thus potential longevity for the event.
An exploration into the impacts of event greenwashing on attendees' perception of green events and sustainable consumption: A case study of Edinburgh's Hogmanay
(Queen Margaret University, 2017)
The purpose of this research was to explore the impacts of perceived greenwashing of event sustainability policies and green marketing on attendees' attitudes and behaviours towards consuming sustainably, and perception towards the concept of green events. A case study of Edinburgh's Hogmanay Street Party and Concert in the Garden was chosen to investigate this; labelled a green event due to its sustainability policy and statements of sustainable practices, yet indications of potential greenwashing within its impact assessment. Qualitative methods were used to explore such impacts due to the nature of the research reliant on attendees' experience at Edinburgh's Hogmanay. Unobtrusive direct observation determined the severity of greenwash occurring, with no evidence found to substantiate claims throughout its policy. Two separate focus groups of 6 and 4 participants each were conducted before the event to explore existing attitudes, behaviours and perceptions towards sustainable consumption and the event's sustainability policy. These were also conducted after the event to explore the impacts of perceived greenwashing by drawing comparisons between dialogues. The results of this study found participants demonstrated scepticism and distrust towards the event's policy prior to the event. Although this study found little impact on participants' attitudes and behaviours towards consuming sustainably outside of events, the confirmed scepticism from perceived greenwashing caused a substantial impact on participants' attitudes and behaviours towards consuming sustainably during the event, and caused distrust towards the concept of green events. Two unexpected themes also emerged, that being the impact of the festival environment on participants' social and moral norms towards consuming sustainably, and a perceived division of responsibility and accountability for waste disposal and environmental impacts between the event organisers and the attendees. This study contributes to an unexplored gap in existing event literature, and provides the foundations for future research exploring event greenwashing.
An exploration into the motivations and satisfaction levels of sport event volunteers: A case study of the 2016 Edinburgh Marathon Festival (EMF)
(Queen Margaret University, 2017)
It is widely acknowledged that volunteers are critical to the running of events, as without such events could experience issues, such as economic challenges (Chelladurai, 2006; Bang and Ross, 2009; Love et al, 2012; Aisbett and Hoye, 2014). Additionally, it is said that the success of events can also be related to the use of volunteers, due to the diversity in skills sets and the providing of free labour to the event (Strigas and Jackson, 2003; Warner et al, 2011). It is stated within current literature, that it is increasingly important to understand what motivates an individual to volunteer, as this can provide event organisers' with an insight into what is most important to the volunteer (Green and Chalip, 2004). Thus, allowing organisers' to create roles, catered towards the volunteers, leading to higher satisfaction levels, and therefore, more repeat volunteers (Green and Chalip, 2004). However, whilst this can be said, supporting research is evidently lacking on the interconnection between all three aspects of motivation, satisfaction and retention (Farrell et al, 1998; Pauline, 2011). This study aimed to contribute to the gap in the literature on these topics, whilst providing an insight into motivations of volunteers within a new context of the 2016 Edinburgh Marathon Festival. In addition, the majority of studies on this topic area were conducted using a quantitative approach therefore to carry out this study, an inductive, qualitative approach was used, to provide further qualitative research into the study of volunteer motivations. A sample of 8 participants was gathered, with semi-structured interviews being conducted.
An exploration into the motivations of both attendees and volunteers of charity and commemorative events, focusing on Legion Scotland and Remembrance Sunday.
(Queen Margaret University, 2016)
Both event attendee motivations and volunteer motivations have previously been studied in various contexts including festivals, celebratory events and workplace morale. However, there is a significant limit to the research of motivations within commemorative events and the charities behind the organisation of them. Therefore this study uses a qualitative approach in order to gain an understanding of individual motivations behind attending commemorative events as well as the motivations behind choosing to volunteer for the organisations behind such events. It particularly focuses on Remembrance Sunday events in Scotland, Legion Scotland and Poppyscotland. The methods involve semi-structured interviews of events attendees, volunteers and members of each organisation. The aims and objectives of this study involved glancing at event management operations, the significance of the poppy and the impacts volunteers have on charities and their causes. These were achieved through analysing the interview data and interlinking it with the literature. The results implied that motivations significantly vary with individuals and many volunteers and event attendees consider more than one motivation when deciding to participate. The most significant motivations included gaining personal benefits or satisfying social needs simultaneously to demonstrating support for the cause. The main motivation found for attending Remembrance Sunday events was the concept of supporting the Armed Forces and veterans, and the main volunteer motivation involved the idea of personal connection to the Armed Forces. This study is important in understanding the success of commemorative events and in gaining volunteers which are vital to many organisations.
An exploration of residents' social values and perceptions of the social impacts generated by government funded festival 'Edinburgh's Hogmanay': A case study of Leith.
(Queen Margaret University, 2016)
Purpose: The purpose of this study is to explore residents' social values and perceptions of the social impacts generated by local government funded festival Edinburgh's Hogmanay on Leith. Methodology: A mixed methods approach was used to collect data from residents in Leith. First, surveys were used to gain a broad understanding of the research topic with 52 participants recruited through snowball sampling. Next, semi-structured interviews were conducted with 4 community experts, adding depth to, and helping validate the existing data. Results from both methods were combined to form a strong findings and discussion chapter. Findings: The importance of social change was explored through the eyes of participants, specifically drawing upon the social attributes considered most important in the community of Leith. 11 social impacts of Edinburgh's Hogmanay were perceived to have affected Leith as a result of the event, gaining mixed perceptions from participants. Comparing participant values and the event impact highlighted success through some event outcomes and gaps in other areas of participant value. Originality/value: This case study focused on Edinburgh's Hogmanay which has little existing research on social impacts, especially in relation to communities in Edinburgh such as Leith.Implications: This research highlighted the importance of exploring the social impact of events in relation to their community impact and how experience with event outcomes can generate positive and negative perceptions amongst host city residents.
An exploratory comparative study into the effectiveness of social media as a marketing tool for ice hockey games in the United States and the United Kingdom.
(Queen Margaret University, 2016)
This dissertation will explore the effectiveness of social media as a marketing tool within the ice hockey industry in the United States and United Kingdom. There has been very little research done into this topic as ice hockey is still a growing and emerging sport within the United Kingdom while being a more established sport in the United States. There is an abundance of literature on sport event marketing in general but the literature on ice hockey especially that based within the United Kingdom is scarce. The National Hockey League and that which is based within the United States is much better represented in academic literature. Social media is an ever changing form of marketing for any description of event although reoccurring sporting events tend to utilise it more effectively that one off events as they have the time to build up a following year on year. In order to be able to generate a new theory on the effectiveness of social media as a marketing tool for ice hockey games within the United Kingdom market a mixed methods approach was used to enable both the perspective of the organisations who are marketing themselves and their teams and the spectators who are being marketed at. The results revealed that social media is an effective marketing tool for ice hockey games within the United States and the United Kingdom providing that the time and effort is spent on it and that the organisations are able to keep their fans engaged.
An Exploratory Investigation of the Motivational Factors Impacting Attendance at Small, Young Music Festivals Within Scotland: Does the Music Matter?
(Queen Margaret University, 2015)
The music industry in the UK has been a rising trend in recent years and has a powerful draw of tourists from within and outwith the UK. Scotland's music festivals have increased by three times as much since 2006, which is down to the growth in small music festivals. It is important to understand why this growth has occurred. In other words, what drives and motivates attendance at small music festival in Scotland. If festival organisers understand what motivates their audience, it can benefit the design process of the event. A gap in literature was found, as there have been no previous studies directly related to the issues of motivation at small music festivals in Scotland. There have been similar studies with regards to large music festivals in England and other types of arts and cultural events therefore the research aims to resolve this gap. The research aim is to determine what motivates attendance at a variety of different music festivals and the benefits this information can provide event organisers. A variety of themes such as determining the different motives between locals and visitors were researched to gain as much information possible. It was predicted the best results would be achieved by taking a qualitative approach as more detailed and meaningful responses could be gathered. Data was collected through the procedures of interviewing a variety of people from the attendance and production side of music festivals. The study revealed that the musical line up does not drive attendance at small music festivals in Scotland. The most important factors to consumers are the atmosphere and socialising with friends and making new friends. It was agreed that the music is an important factor but for the majority would not be the deciding factor. It was also found that visitors are more likely to attend for the music over locals as visitors have more community involvement, support and excitement factors.
An exploratory study examining the characteristics, motivations and experiences of Glasgow 2014 Commonwealth Games Clydesider volunteers.
(Queen Margaret University, 2015)
In recent years the need for volunteers at mega and major events has increased dramatically and without them such events would not be economically viable. Identifying the personal characteristics, motivations and experiences of volunteers at specific events is becoming increasingly important in order to be able to recruit and retain high quality volunteers. The purpose of this study is to identify the characteristics and motivations of people who volunteered at the 2014 Glasgow Commonwealth Games (Clydesiders), and to evaluate their experiences of volunteering as well as assessing their future volunteering intentions. A deductive quantitative approach was used to gather cross-sectional survey data from Clydesiders. A 23 item questionnaire was developed on Survey Monkey and sent electronically to the members of three Clydesider Facebook groups to which the researcher had direct access. 126 questionnaires were completed (42% response rate). 72.8% of participants were female, the most common age group was 54-65 years (30.2%), 31.4% earn less than £10,000 a year and 62.9% have a degree or higher degree. The most popular reason given for applying to be a Clydesider was "To contribute to the success of the Games" with 86.5% of respondents selecting that response. 97% stated they would volunteer at future global sporting events. The majority of respondents strongly agreed or agreed that: their expectations of volunteering as a Clydesider were met; the level of free transport provided was adequate, the training they received prepared them sufficiently for their Clydesider role and that they had accurately estimated how much volunteering would cost them. There is a known connection between motivation and recruitment and satisfaction and retention. This study has generated valuable new evidence on volunteers' characteristics, motivation and experience from the Glasgow 2014 Commonwealth Games.
An exploratory study into T in the Park recent venue change, and the effect this has specifically on the visitor loyalty and festival resilience.
(Queen Margaret University, 2016)
The aim of this study is to investigate if festival visitors' loyalty may be tested by change, in this case, the change of venue for Scotland's music festival T in the Park (TITP) and to what extent this change in surroundings may impact their decision to return. TITP is the largest scale music event in Scotland, and has the highest local resident attendance compared to all major festivals in the UK. An extensive array of research has been carried out in event and festival loyalty, and also festival resilience; no such study has been conducted towards T in the Park from a visitor point of view since the recent venue change. Henceforth, the term used for TITP's home of 18 years, Balado, will be known as the 'old venue' and the newest venue of Strathallan will be referred to as the 'new venue'. As a qualitative study, seven semi-structured interviews were designed, implemented and assessed against emergent themes from the literature review in order to explore and evaluate the relationship between how environment influences visitor experience and ultimately the effect this has on loyalty. Ethics were taken into consideration, and all seven participants were made aware of the purpose of study and were given anonymity. The results were researched and defined on the basis of visitor loyalty. Initially, the participants were all loyal and regular attenders of the T in the Park festival. The research revealed that four of the seven participants said they would now not automatically return to the new venue, but would consider returning under different or changed circumstances. The remaining three said they would return to the festival regardless of any change. These statistics indicate that the majority of participants feel less loyal to T in the Park since experiencing the festival at the new venue; clearly emphasising the impact that the festival environment can have on visitor loyalty. Findings suggest that more than half of participants would not return, this highlights the festival's lack of resilience against change and the clear relationship between resilience and visitor loyalty, particularly when festivals are subject to physical change such as the festival's location. The majority of respondents understood that as this was the first year of T in the Park hosted at the new venue, the organisers deserve the chance to reconfigure the organisation and structure of the festival in an effort to meet pre-existing expectations, recreating the 'buzz' in atmosphere the participants felt that it had lost in 2015.
An exploratory study of events showcasing the performing arts in Edinburgh and whether better strategies to encourage the social inclusion of all audiences in the surrounding area could be implemented; with a specific insight into Edinburgh theatres.
(Queen Margaret University, 2016)
This study looks to address the question of implementing social inclusion strategies in the events industry in order to encourage all types of class or social groups. This subject has attracted little interest in current literature, thus requiring further analysis and clarification. This project looks to explore this topic with particular insight in to the live-performing arts industry, focusing on the city of Edinburgh. With the aim of understanding whether Edinburgh theatres successfully encourage reach out to all social groups, the participant demographics with regards to location, age and career were kept as varied as possible. Through semi-structured interviews, the participants allowed an insight into both the audiences motivations and the theatre's outreach strategies to encourage audiences. The results suggested that at least a small proportion of Edinburgh theatres carried out a wide variety of outreach programmes in order to encourage all social or age groups. However, throughout the research process it became clear that those interviewed from an audience perspective did not reflect the outreach and encouragement programmes that the theatres claims are run. It was also clear that the main motivation for attending the theatre stemmed from time spent there as a child either with their family or with a school.
An Exploratory Study of how Arts and Cultural Festivals Most Effectively Develop New Audiences through Widening Access.
(Queen Margaret University, 2017)
The aim of this study is to uncover the most effective methods used in widening access and developing new audiences at arts and cultural festivals in the U.K. The following objectives have been set: • Explore the need for widening access at arts and cultural festivals. • Explore current methods used by arts and cultural festival directors in widening access and audience development. • Identify and evaluate the most effective methods used in widening access and audience development. A comprehensive review of the literature was developed to identify existing research on the topic and highlight the key areas for discussion. The areas discussed within the literature review include arts and cultural festivals, audiences of the arts, the benefits of participation in the arts, widening access and audience development, and gaps in the literature. In relation to the main aims of the study, 8 semi-structured interviews were carried out with different arts and cultural festival directors from across the U.K. Interviews were then transcribed and coded for analysis. In addition, a total of 93 questionnaires were collected from members of the public at Craigmillar Library in Edinburgh. Results from the questionnaire are presented in tables and graphs. The prevailing findings of this study are that outreach methods of audience development appear to be the most successful in widening access and creating a more inclusive environment within the arts. It was also discovered that different audience development strategies tend to work better in different environments due to the varied nature of the arts and cultural festival industry.
An exploratory study of infrastructure issues impacting the outcomes of live events and the affect this has on event attendee personal experience: a case study of T in the Park 2015, at Strathallan Estate, Perthshire.
(Queen Margaret University, 2016)
In 2015, the popular Scottish outdoor summer music festival, T in the Park, moved away from its venue at Balado Airfield, Kinross, to its new site at Strathallan Estate, Perthshire. Throughout the three day event, organisers and attendees faced a number of issues, several involving infrastructural elements of the festival's new venue. A gap in existing literature was found, with no previous research or studies being conducted surrounding the influence event infrastructure issues can have on attendee personal experience at live events, such as T in the Park. A quantitative research approach was chosen, with the use of online questionnaires. This was felt to be an appropriate data collection method as it reached out to a high volume of people and would allow for a sufficient number of responses to be analysed. The aim of this research is to identify the infrastructural issues festival attendees experienced throughout the whole event, and if this impacted their personal experience negatively or positively. From that, it will also be investigated whether this might influence attendee re-attendance of the event in future years. From the research, it was identified that the three main thematic areas of the research; transport, camp site and main site; all suffered from infrastructural issues, which did influence the likelihood of a number of attendees to return to the event again. However, opinions varied from attendee to attendee. Some of those participants who identified a variety of issues in these three areas of the event, did state that these problems did not influence and affect their personal experience of the festival at all.
An exploratory study of philanthropy through festivals and events: The Edinburgh International Magic Festival case
(Queen Margaret University, 2015)
Using the Edinburgh International Magic Festival (EIMF) as a case study this dissertation will explore how philanthropy, revenue and attendance may be generated through cinema broadcast of emerging festivals and events, in order to link philanthropy and festivals for mutual benefit. Previous research regarding philanthropy discusses the corporate environment, in relation to corporate social responsibility and cause-related marketing. There is an abundance of literature on festivals and events, charitable giving and technology; literature which explores how philanthropy may be generated through festivals and events, however, is limited or non-existent. Increasing advances in technology have allowed festival and event managers to market their events in new ways, and as a result a new phenomenon known as live cinema broadcasting is being administered by organisations to transmit their programmes in high definition to a wider global audience in their local cinemas. In order to generate new theory, qualitative research was the appropriate research method. Seven participants, who were managing directors of festivals and charitable organisations, took part in a one-to-one semi-structured interview to provide significant insight into this phenomenon. The results revealed that festival directors may benefit from collaborating with a charity in order to generate philanthropy, which may also increase awareness and attendance at the event. Benefit-led systems such as introducing early-bird offers, discounted tickets online or alternative promotions may encourage attendance at the festival or, additionally, celebrity endorsements could assist in increasing awareness of the festival and be an effective technique in raising money for charitable causes.