BA (Hons) Events Management

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

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An Exploratory Investigation into the Impact of Different Marketing Techniques on Consumer Engagement in UK Cultural Events and Club Culture
(2021)
The prevalence of social media interaction has transformed the way we experience the world and the people who inhabit it (Hruska and Maresova 2020). Although social media is a topic on which a vast wealth of research has been conducted, there is an apparent lack of literature comparing its use as a marketing tool to traditional techniques used by UK cultural events and club night promoters. Accordingly, this study aims to bridge the gap between the use of traditional marketing techniques in comparison to the increasingly apparent use of social media used in hope of achieving substantial consumer engagement and event longevity. Through the use of qualitative research methods this dissertation will contribute to the existing research on social media marketing whilst relating it specifically to the promotion of UK cultural events and club nights in exploration of consumer engagement, event production and event longevity. Qualitative research has been carried out through use of semi-structured interviews sampling event industry professionals in the Edinburgh area. Once collected, the data was categorised into potential themes by means of thematic analysis which would then be referred back to theoretical literature. Consequentially, the themes and analysis of this study were constructed and spotlighted in correlation with the stated aims and objectives of the project, which was to investigate the prevalence of social media marketing when compared to traditional techniques in UK cultural events. Conclusions of the study were clarified upon the analysis and comparison of the collected data in direct relation to the literature presented in the literature review. Conclusively, in the data collected participants showed an affinity for social media marketing when designing their promotional campaigns. However, homage was paid and admiration shared towards traditional techniques within the participants development of their marketing strategies. (Key words: social media, events, marketing, consumer engagement, digital media, event experience, event production, longevity)
An Investigation into the Influence of Green Practices on Event Attendance in Large-Scale UK Music Festivals
(2021)
The implementation of green practices in large-scale music festivals has begun to play a more significant role in event management in more recent years. This could be due to the increased consumer demand, escalated social responsibility of attendees or from festivals trying to impede their significant carbon footprint left on the environment. This study aims to investigate the influence and role that green practices in music festivals has on attendance. The research will achieve this by looking to compare the importance of green practices as a motivating factor for differing age cohorts, investigating attendees’ perceived views on music festivals and looking at the perceived ‘green’ attributes held by Glastonbury Festival. This research aims to aid in the understanding of the role of green practices as a motivating factor of festival attendance for future event organisers as this is fast becoming an integral part of festival management. This study also looks to contribute and add discussion to the gap in literature on the influence that green practices hold in the decision-making process of festival attendance. This was achieved through a quantitative approach, gathered by an online questionnaire in which the sample size was 100 participants to allow for the generalisation of findings. The key finding attained from this research was that although respondents did partake in green initiatives at home, this does not always correlate with decision-making process of large-scale UK music festivals. Other factors are regarded as more important by individuals whilst determining what event to attend, however it is an increasingly significant factor for event organisers to consider, which should look to encourage for further study and research within this field.
Making A Splash: Were the 2014 Glasgow Commonwealth Games Successful in Increasing Swimming Participation in the Greater Glasgow Area?
(2021)
The notion of legacy is intrinsically linked with mega sporting events and has become a vital aspect of the bidding and hosting process for cities. Where once the prestige of hosting such events was the main positive of hosting a plethora of interlinked and holistic benefits now sit alongside the process. Events legacy can refer to economic, social, and physical aspects left in the long term in host cities. This study will investigate the sporting legacy of the Glasgow Commonwealth Games 2014 with focus on the impact of the games on swimming club participation in the Greater Glasgow area. The Glasgow Commonwealth Games 2014 pre-games legacy statement to “increase participation in sport and physical activity and contribute towards improving health and wellbeing of Glaswegians” (Glasgow City Council 2011, pp.13) indicated the legacy goals for the games. By using semi-structured interviews this study aims to understand the legacy implications of the games and its impact on those who experienced the games. By interviewing members of the swimming community from the Greater Glasgow area this study aims to understand the phenomenological impact of the games as experienced by these members of the coaching community and compare this to existing literature on the subject.
Investigating how aspects of quality at business events contribute to satisfaction from attendees’ perspective
(2021)
This study aims to investigate how and what aspects of quality contribute to attendee satisfaction in a business event context, by using a qualitative methodology with semi-structured interviews for a more in-depth investigation. Whilst many previous studies have been conducted on the relationship between quality and satisfaction (Jung et al. 2015; Andersson et al. 2017; Theodorakis et al. 2019; Schnitzer and Barth 2019), most of them have focused on sports events or festivals, with little research on quality and satisfaction at business events. Therefore, this study contributes to researching an under-researched area and a fundamental gap in event literature. Moreover, most previous studies have undertaken a quantitative approach, which means this qualitative study contributes to the existing event literature even further. The study was designed to explore the topic together with the participants in a flexible way in order to collect in-depth and detailed data of the participants' past business event experiences, where participants referred to various types of business events from corporate meetings and events to large-scale conferences which varied in duration, purpose, and location. Key themes of event programme, hosting and service, mingling, catering, venue, and décor and design emerged from the study of quality aspects that had impacted the participant’s event satisfaction, which confirms that quality is multi-dimensional (Wong et al. 2015). From the findings, further conclusions could be drawn of what aspects had contributed more significantly to participant’s event satisfaction. To explore various aspects of quality, aspects of catering, décor and venue were discussed with all participants to explore how these applied to business events. Otherwise, the data collection was focused on exploring the topic together with the participants in a flexible way, where the researcher could use clarifying and probing questions to gain an understanding of the relationship between quality and satisfaction in a business event context.
An Investigation into the Successful Emergence of Online Events, with the Increasing Use of Technology in the Events Industry
(2021)
The following study looks to answer; ‘To what extent do people adopt technology to support online events?’, by carrying out an online questionnaire. This study asked ten questions to gather quantitative data, using convenience sampling to gather responses through social media, resulting in 132 respondents to this study. The questionnaire briefly examined the demographics of respondents, including age and gender, where the rest of the questionnaire was based on the Technology Acceptance Model, measuring five constructs. Those included ‘Perceived Usefulness’, ‘Perceived Ease of Use’, ‘Attitude Towards Use’, ‘System Use’ and ‘Future Use’, measured using a five-point Likert Scale. Data was analysed through descriptive statistics and cross-tabulation, by comparing the respondents’ answers to the adoption of technology, with their demographic characteristics. The data generated from these results showed a wide variety of ages were interested in completing an online questionnaire about online events, therefore Age was used to compare the results of each construct, to develop a deeper understanding of how respondents adopt technology. The results showed that most people are confident to use technology to attend online events and have suitable technology to attend online events, however data suggests that most respondents do not favour online events over physical events. Most perceive technology is easy to use and have access to suitable technology, with some believing it is beneficial to attend an online event over a physical event, where most. Therefore, people do adopt technology in support of events, to a certain extent. This study concludes by recommending ways around the limitations of this study, including limited research previously carried out in the relevant area, time constraints imposed on this study, the sample and the analysis technique. Therefore, this study recommends future research to further explore the various reasons to attending an online event to develop a deeper understanding, by using a representative sample and analyse the data through regression analysis or factor analysis, to further understand how people adopt technology in support of online events.
An Investigation into Aspects of Motivation and Satisfaction in Contemporary UK Music Festivals and the Importance of Gender Diversity in Line-ups
(2021)
Purpose The purpose of this research was to identify aspects of motivation and satisfaction of consumers attending contemporary music festivals, exploring their relationship. It is evident from the literature that as festivals have grown in importance and size so have the number of attendees, and the possible reasons for attending. The literature in events and festivals have identified motivations in abundance, this study focusses on identifying those motivation and uncovering the many diverse aspects of each. Further to this, the study attempts to investigate the impact which gender inequality in music festivals has on the identified aspects of motivation and satisfaction. Value Despite the breadth of literature regarding motivation and satisfaction, to date there have been very little with focus on the impact that gender has on these aspects. Further to this there are no studies within the literature which investigate how the issue of gender inequality in line-ups affects attendance. Methodology The study uses a qualitative methodology and semi-structured interviews with four participants identified through convenience sampling, to investigate the indicated area. The study required participants to be aged 18-25 and to have attended at least one contemporary music festival in the UK between the years 2017-2019. Findings The methodology was successful in achieving the depth of understanding which the research had intended, resulting in several key findings. The results of the study identified music and socialisation as the core motives in festival attendees and, in concurrence with the literature, corroborate claims of a link between core motivations and satisfaction. Though results do suggest that gender inequality in line-ups has no impact in this study, conclusions suggest it is still an area worthy of interest.
An investigation into the Edinburgh International Festival and the effects social impacts can have on residents.
(2020)
The main purpose of this study is to identify the social impacts caused by the Edinburgh International Festival whilst exploring the effects these social impacts have on the residents as individuals and as a community. Social impacts caused by events is an area with substantial research however, there appears to be a lack of research on the Edinburgh International Festival and the social impacts on the residents. This research created an aim to fully understand and address social impacts through key objectives. This research took a quantitative approach to collect data, this was completed through online questionnaires, gaining eighty respondents through convenience sampling. Previous researchers often used a quantitative approach and questionnaires to collect data, thus this project followed and adapted the methods of previous authors to conduct this research. Four key themes were addressed, and a questionnaire was created on the basis of these themes, the themes were chosen through current literature and recurring social impacts of different event backgrounds. The key findings of this research showed residents agreed to an extent with findings from previous authors regarding community involvement, economic benefits and environmental factors however, it quickly became apparent respondents were unable to agree or disagree with the statements regarding the rise in crime levels, resulting in this social impact being inconclusive. This study demonstrated positive and negative social impacts effecting the residents of Edinburgh during the International Festival and whether they were impacted. The level of importance residents felt towards social impacts was clearly outlined with the majority referring to social impacts stated throughout the questionnaire to be of the most and least importance to them as individuals. The research findings enabled the gap in social impacts of the Edinburgh International Festival and the effect on residents to be investigated and addressed.
From Mother’s Ruin to Modern Tipple: An Investigation into the Impact of Personal Identity and Consumer Motivation to Attend Gin Festivals.
(2020)
This research seeks to investigate the impact of personal identity on consumers’ motivation to attend gin festivals. This study aims to make an original contribution to the growing area of research into motivations and events by specifically exploring gin festivals. Gin has become a considerable phenomenon around the world by evolving to offer a wide variety of combinations and has formed a niche market of its own. Furthermore, event audiences have become diverse and therefore the motivations to attend events are multidimensional and complex to measure. There are several important areas that this study focuses on, mainly the effect of personal identity, food and beverage and the influence of social media on the decision-making process of the consumer, understanding event audiences and finally, the motivation of the consumer in relation to a gin event specifically. The study draws on the current literature concerning events on a broad scale in order to later on determine if new insights are discovered or if there are overlapping relationships from previous research. To date, there are only a limited number of studies into the combined phenomena of personal identity and motivation for attending specific events and individually play a critical role in the marketing and success of an event. There is increasing attention being paid to the motivations and satisfaction of special events, which constitute an emerging market. Furthermore, some research on motivation in general has become outdated. The aim of the study is to identify common or new motivational factors, which contribute to the consumers’ decision-making process and to critically evaluate the impact of personal identity and other influential factors upon attendees’ motivation to attend gin festivals. The findings of the research indicate that personal identity has an influence on consumer motivation to attend events to some extent; however, other factors related to identity have a definite impact. Common motivational factors are identified and emerging themes are discovered in relation to gin festivals exclusively.
An exploration into local resident attendance and nonattendance at the Edinburgh Festival Fringe: Motivations and constraints
(2020)
The purpose of this dissertation is to explore local resident attendance and non attendance at the Edinburgh Festival Fringe (EFF) in order to determine motivations and constraining factors. While it has been identified in the literature that research is lacking on constraints on attendance at events and festivals, research on festival motivation is well established. Moreover, the studies surrounding festival motivation have largely focused on the tourist visitor as opposed to the host community. Therefore, this study focuses on the residents of Edinburgh. The methodological approach taken for this study was quantitative and an online survey was employed as it enabled a larger sample size to be attained from both groups of resident attendees and non-attendees. The online survey was distributed on social networking sites and a total of 228 responses were collected. The results of this study confirmed links with previous literature of festival motivations and constraints on resident’s attendance at festivals. Results indicate that overall, the sample of residents overwhelmingly do attend the EFF. Additionally, results confirmed that common motives were evident as the motivation dimensions for attending the festival were event novelty, cultural exploration and family togetherness. Results indicated that residents are constrained to attend the festival by external factors including finance and transportation. The study concludes by offering recommendations for future research and examining whether the research achieved the objectives. Although this study has assisted with providing an understanding of motivations and constraints to local resident attendance at festivals, further research needs to be done to compare these factors with demographic characteristics. This would offer greater insight.
An Investigation into the Motivational Factors and Perceived Benefits of Attending Edinburgh’s Samhain Fire Festival
(2020)
The aim of the research is to identify the specific motivational factors and the perceived benefits of those attending the Samhain Fire Festival in Edinburgh. Furthermore, the research evaluates how prominent the specific attendance motivation factor of cultural exploration to attendees. The Samhain Fire Festival is a smaller scale festival in Edinburgh, hosted on October 31st. Samhain has roots in Scotland’s pre-Christian culture as a Pagan celebration. The literature review explains the concept of motivation and introduces the two key theoretical frameworks. Moreover, the importance of understanding motivations to event and festival managers is highlighted. Through reviewing the literature surrounding motivations and perceived benefits several gaps were presented. Firstly, there is a lack of motivations studies to smaller scale events. Secondly, there are few studies that concern themselves with both motivations and perceived benefits. Finally, there is a methodical gap in the research base. Therefore this study fills in these presented gaps. Reviewing the event motivation literature two types of motivations were found. These were generic motivations and context specific motivation. Perceived personal benefits of attending events and its relation to motivations was discussed as well as the importance to event and festival managers. Most studies concerned with motivations and perceived benefits opt for a quantitative approach to data collection. Due to this methodological gap in the literature a qualitative approach was adopted because of the ability to gain a deeper understanding of motivations and benefits in the context of the Samhain Fire Festival. Semi-structured interviews were conducted to achieve an in-depth discussion of why people choose to attend Edinburgh’s Samhain Fire Festival and the perceived benefits they gained by attending.

BA (Hons) Events Management

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