RECN 344 Event Management Week 5 Lecture 1

RECN 344: Event Management Week 5 Lecture 1 Event demand: the decision making process

Week 5 Lecture 1: Event demand decision making FIRST: Research report and poster THEN: Event demand decision making • The demand side approach • The decision making process • Purchase involvement

Event report and poster Assessment 3: Event Report (20%) & Poster presentation (10%) Date of Submission: Tuesday 21 st May, 12 pm Posters presented on Thursday 23 rd May 3 -5 pm Length: Report: 2000 200 words; Poster: A 2 Final mark: 30% Resources and help: LEARN site How to write a report Marking guide Report layout example Are you going to work in a group or on your own?

Event report and poster Scenario: You are the manager of a community event which has administrative and funding support from the local city or district council, or another organisation. You are being asked to prepare a report to explain and justify their ongoing support for the event. First, you will need to select an event that you are familiar with to use as your case study. You are encouraged to check your selection of event with your lecturer before starting your assignment.

Event report and poster To successfully complete this report, you will need to address the following: • Provide an explanatory history of the event, detailing its nature (what is the event? ), context (who is it designed for and where is it located? ), point-of-difference compared to other similar events, the event’s purpose and any other relevant information required to fully understand “get a feel for” the event. • What is the current demand, or motivation to attend/participate/volunteer for this event?

Event report and poster (continued) Also you will need to: • Critically discuss the meaning and significance of the event for its target audience. Consider how and why the event’s meaning might differ between different groups of stakeholders, or where community conflict might arise. Discuss how you, as the event management team, will respond to these contested meanings. • Outline some ways in which local government authorities / or organisations might utilise the event in either a destination development strategy, or to build community cohesion and resilience. Devise short, medium and long-term goals against which you could assess the success of the event.

Event report and poster (continued) • Students will present the results of this research in report form, and also visually through a poster which will be shown in class time (Thursday 23 rd May, 3 pm 5 pm).

Week 5 Lecture 1: Readings • e-book: Getz, D. (2012). Ch. 8: Antecedents and decision-making. In Event Studies: Theory, research and policy for planned events (2 nd ed. )(pp. 247 -268). Oxford: Butterworth-Heinemann. • Additional reference: • Getz, D. (2013). Demand the event tourist. In Event tourism (pp. 43 -76). New York: Cognizant Communication.

Event demand decision making: A demand-side approach • Event management needs to understand the consumer and the demand: • Consumer: • Match supply with demand, not trying to create demand

Getz, 2012, p. 248

The event decision-making process • Very limited research/discussion of the decision making process to attend events. • Most emphasis on motivation • What are the steps, or processes involved, in the decision to attend: • A local wine festival as a spectator • A Marathon in another city as a participant

The purchase decision making process • In general, most consumer decisions are made in five broad stages: • • Information search/consideration of alternatives • • Travel preparation/travel experience • Travel outcome & evaluation

The event decision-making process • Decision making process will vary depending on: • • One decision results in many other inter-related decisions: • Where? How? When? How long? Who with?

The event decision-making process • Decision making will be affected by: • Individual characteristics, e. g: • Socio-demographic (age, lifecycle stage, gender, income) • Personality • Experience • Involvement • Purchase involvement • Ego involvement

Decision making and ego involvement • Ego involvement: importance of the product to the individual and their self concept, values etc •

Decision making & purchase involvement • Decision making process depends on what is at stake • Convenience products – necessary, low value/price, habitual purchase • • Shopping products – non-essential, high unit value/price, infrequent purchase • •

The market influences • Market influences, e. g. , • Availability of suitable products • Marketing/advertising • Information sources available • Access issues • e. g.

Image from Getz, 2013, p. 58

Thanks for coming along! See you all on Thursday.