This paper explores event value from the perspective of policy stakeholders and discusses potential implications of this stakeholder group's perceptions of value on event policy…
Abstract
Purpose
This paper explores event value from the perspective of policy stakeholders and discusses potential implications of this stakeholder group's perceptions of value on event policy, event evaluation and the public discourse on the value of events.
Design/methodology/approach
A thematic analysis is employed to analyze nine interviews from respondents who were deemed to fit the study criteria in the case of Östersund, Sweden.
Findings
Findings indicate that value is portrayed in largely economic terms or in proxy-economic terms even though the respondents expressed awareness and concern for social aspects of value. Moreover, the article highlights the glaring omission of the relationship between policy stakeholders and the nature of evaluation efforts in the industry and academia.
Originality/value
The article addresses a still somewhat unexplored dynamics between influential policy stakeholders and how events are regarded in terms of their potential contribution to community development. To what degree does the way the events sector and the general public value events emanate from the way events have been instrumentalized in policy throughout history?
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Keywords
Steve Brown, Donald Getz, Robert Pettersson and Martin Wallstam
The purpose of this paper is to define event evaluation, develop a conceptual model of its process and elements, review pertinent literature, and draw conclusions pertaining both…
Abstract
Purpose
The purpose of this paper is to define event evaluation, develop a conceptual model of its process and elements, review pertinent literature, and draw conclusions pertaining both to the discourse on evaluation and its praxis.
Design/methodology/approach
General review of literature and development of a conceptual model of the evaluation process.
Findings
The review suggests that impact assessments have dominated, but are only one type of evaluation; research and papers on evaluating the worth of events has been minimal, while those on the evaluation of various management and marketing functions is fragmented.
Research limitations/implications
It is concluded that little has been written about evaluation paradigms and systems, although the discourse on sustainability and triple bottom line accountability has led to a greater emphasis on non-economic considerations.
Originality/value
The conceptual model of the evaluation process and its components offers a systematic approach to shaping evaluation discourse and methods. Conclusions are drawn on how to advance evaluation research and methods applied to events.
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Vassilios Ziakas and Donald Getz
This paper aims to examine how various academic disciplines shape the field of event portfolio management. Given the complex nature of portfolios comprising different genres that…
Abstract
Purpose
This paper aims to examine how various academic disciplines shape the field of event portfolio management. Given the complex nature of portfolios comprising different genres that are studied separately from their respective disciplinary realms, the academic event portfolio landscape remains fragmented. This is against the nature of portfolios, which requires inter-disciplinarity and novel integration of genres, stakeholders and perspectives.
Design/methodology/approach
Based on a scoping literature review, this conceptual paper sets up a common ground for the academic study and industrial development of event portfolio management.
Findings
A comprehensive view of event portfolio literature across disciplines reveals its hypostasis as a compound transdisciplinary field. The authors suggest a set of foundational premises whereby they identify 22 principal thematic areas that comprise this emerging field.
Practical implications
The establishment of event portfolio management as a distinct field will help in the osmosis and diffusion of new ideas, models and best practices to run and leverage portfolios. The portfolio perspective highlights the need for cohesive learning to design comprehensive systems of events, implement joint strategies, solidify social networks, coordinate multiple stakeholders and develop methods of holistic evaluation.
Originality/value
By examining comprehensively event portfolio management as a transdisciplinary field, the authors have been able to identify principal research directions and priorities. This comprehensive analysis provides a synergistic ground, which at this embryonic stage of development, can be used to set out joint trajectories and reciprocal foci across the whole span of scholarship studying planned series of events.
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Mónica Gómez-Suárez, Mónica Veloso and María Jesús Yagüe
This research analyses the impact of experiential marketing events on word-of-mouth for destination brands while considering the moderating role of brand familiarity and the…
Abstract
Purpose
This research analyses the impact of experiential marketing events on word-of-mouth for destination brands while considering the moderating role of brand familiarity and the mediating role of brand equity.
Design/methodology/approach
The study is based on a survey of 844 participants in a real event organised by a leisure Spanish destination with a large inflow of national and international attendees, in conjunction with the city government where it is located.
Findings
Attendees’ evaluation of the event exerted a significant positive effect on word-of-mouth. However, brand equity – which is built over time via past marketing actions – mediates this relationship. Meanwhile, brand familiarity moderates the relationship between people’s overall evaluation of the event, brand equity and positive recommendations.
Practical implications
These results offer guidance to destination managers regarding reoccurring experiential marketing events. Participants with high appraisal of events serve to create buzz and amplify the event experience for others.
Originality/value
The study is a novel attempt to analyse the influence of visitors’ experiences on brand destination outcomes by considering the moderating role of brand familiarity – an issue that, to our knowledge, has not been assessed in the context of events. The results make clear that mere exposure to a brand does not necessarily lead to brand equity and WOM. Instead, managers must design experiential events carefully – not only to convert sporadic visitors into frequent customers but also to keep consistent clients from losing interest.