Branded Marketing Events: A Proposed “Experiential Needs-Based” Conceptual Framework

Altschwager, Teagan; Goodman, Steve; Conduit, Jodie; Habel, Cullen

doi:10.3727/152599515x14386220874887

Cited by 5 publications

(3 citation statements)

References 24 publications

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“…The findings of this research are therefore in agreement with Gillooly, Crowther, and Medway (2017) who concluded that a business event which has a multifaceted event design can provide an experience which not only offers intellectual stimulation but also excites them on a social level, also confirmed by Crowther, Orefice, and Beard (2018). This again counters Altschwager et al's (2015) statement as discussed in section 2.3.4 that education events should integrate lower level of sensory design, and entertainment events less cognitive stimulation.…”

Section: Influences Of Programme Design On 'Deep' Motivationscontrasting

confidence: 55%

“…This may be challenging to achieve within conferences which have multiple and diverse aims to achieve, for instance in terms of learning, networking and social objectives. This applies in particular when there are those that believe that for education events sensory design is to be considered on a lower level, whereas entertainment events should integrate less cognitive stimulation (Altschwager, Goodman, Conduit, & Habel, 2015). However, a conference is an event which Nelson (2009) recommends should use design as a tool to construct the relationship between the individuals and their physical setting on different levels as they create the experience and emotional connection.…”

Section: Creation and Design Of Event Experiencesmentioning

confidence: 99%

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The holistic conference experience: understanding the individual attendee's conference journey

Stefansdottir¹

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The overall aim of this research is to analyse and explain conference attendees' holistic journey over their career and to interpret the complexities of how they develop their outcomes from not only a single conference journey but their accumulated conference journeys. Conference research has traditionally concentrated on only a part of the conference journey, mostly elements within the decision-making process (G. I. Crouch & Ritchie, 1998; Del Chiappa, 2012; M. J. Lee & Back, 2007a; M. J. Lee & Back, 2007b; Oppermann & Chon, 1997; Rompf, Breiter, & Severt, 2008; Yoo & Chon, 2008). Currently there is a shift from a management dominant paradigm towards a design dominant paradigm within event research which has contributed towards increased knowledge on the experience at the conference itself (Hahm, Breiter, Severt, Wang, & Fjelstul, 2016; Henn & Bathelt, 2015; Ryu & Lee, 2013; Wei, Lu, Miao, Cai, & Wang, 2017; Wei & Miao, 2017). These early studies focused greatly on the view of the conference host and organiser with the voice of the attendee receiving limited attention leading to calls for further research on them (J. Lee & Back, 2009b; Ramirez, Laing, & Mair, 2013; D. Severt, Wang, Chen, & Breiter, 2007). This research responds to this call by focusing on the attendee, specifically two types of attendees, academics and professionals. Supported by emerging event design thinking, it allows not only for a comparison of the similarities and differences of their journeys, but also provides opportunity for identification of the key influences affecting the conference attendees' outcomes. To achieve this, an interpretivist position was adopted for this research, utilising a qualitative framework consisting of 18 semi-structured life-world interviews (Kvale, 2007). This approach responded to calls for further qualitative research within event studies (Getz 2012, Mair and Whitford 2013, Mair 2012, Brown 2014) as conventionally they have been carried out quantitatively (Crowther, Bostock and Perry, 2015). The data was analysed using Braun and Clarke’s (2006) thematic analysis technique generating two conference journeys, for academics and professionals. The research identifies the key influences within the holistic conference journey which support the development of outcomes. It reveals the influences to be both internal to the attendee as well as external. The internal influences relate to the conference attendee’s multiple identities, which impact their ambitions, engagement and emotions which then influence the single conference journey and their holistic lifetime journey throughout their career. The career stage is also internal influence. The external influences are the attendee’s workplace at each time of the journey and the conference designer of each attended conference. Fundamentally the research shows how there is an interaction between an individual’s single conference journey and their lifetime career. When people attend conferences throughout their career and are actively engaged with their attendance during the conference journey influences their career. These major influences of the single conference journeys, the multiple conference creators and workplaces over a career together are powerful. On their own, along with the attendee’s reflections, they are however only a part of the overall puzzle contributing towards the development of outcomes from the conference journey. The research hence identifies that the conference creator can have a larger impact than previously suggested in the literature by shifting their mindset from focusing on their conference as an independent, all-important event, towards a piece in the holistic career of their attendees, designing for maximised outcomes which contribute towards career progression. This research makes a timely and justifiable contribution to the conference literature, under the emerging and growing umbrella of event design.

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Section: Influences Of Programme Design On 'Deep' Motivationscontrasting

confidence: 55%

Section: Creation and Design Of Event Experiencesmentioning

confidence: 99%

The holistic conference experience: understanding the individual attendee's conference journey

Stefansdottir¹

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“…Efforts to measure cognitive satisfaction in any event venue have also offered insights into the relationship between customer satisfaction, sponsor identity, future attendance levels, and effects on profits (Martin, 2007). Altschwager, Goodman, Conduit, and Habel (2015) state that the relevance or importance of an event to a consumer can be determined by how well that event fulfils their particular experiential needs. According to the authors, marketing events must be delineated into categories that reflect their ability to fulfill sensory and cognitive stimulation needs.…”

Section: Event Venue Satisfaction 323mentioning

confidence: 99%

Event Venue Satisfaction and Its Impact On Sponsorship Outcomes

Michelini¹,

Iasevoli²,

Theodoraki³

2017

Event Management

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The importance of sponsorship as a marketing communications tool is well recognized in the event literature. Despite the growth in event sponsorship investments and the increasing importance of the role of the venue in event planning, there is still a lack of research on the impact of event venue satisfaction on sponsorship outcomes. Thus, the objective of the present study is to analyze the effect of event venue satisfaction on sponsor image, and, in particular, to verify if attendee satisfaction with the venue has a positive effect on sponsor recall, attitude, and purchase intention. The article presents the results of a survey conducted during the International Rome Film Festival, which takes place annually at the Rome Auditorium. Results suggest that attendee satisfaction with venues affects attitudes toward the sponsors and sponsor-related purchase intention, while sponsor awareness is not affected. The main contribution of the article is the development of a comprehensive model of event sponsorship evaluation, in which traditional sponsorship outcomes are considered in light of attendee satisfaction and quality of services in the sponsor-related exclusive venue zones.

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Communication model of commitment and engagement: Illustrations of exhibition social media marketing

Huh

2018

Journal of Convention & Event Tourism

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Branded Marketing Events: A Proposed “Experiential Needs-Based” Conceptual Framework

Cited by 5 publications

References 24 publications

The holistic conference experience: understanding the individual attendee's conference journey

The holistic conference experience: understanding the individual attendee's conference journey

Event Venue Satisfaction and Its Impact On Sponsorship Outcomes

Communication model of commitment and engagement: Illustrations of exhibition social media marketing

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