Can fundraising be fun? An event management study of unique experiences, performance and quality

Abstract

Purpose – The objective of this study was to examine the effects of performance and uniqueness as predictors of fundraising event quality. Design/methodology/approach – This study utilized intercept surveys collected from attendees at a non-profit fundraising event organized by the tourism and hospitality industry in a major tourism destination. Factor analysis was used to explore underlying event performance dimensions. Multiple regression analysis was used to assess predictability of event performance and unique experience design as predictors of event quality. Findings – Three salient dimensions were identified: Hedonic Event Performance, Event Design Performance and Informative Event Performance. Of the three dimensions, Hedonic Event Performance was found to significantly predict Event Quality. However, Unique Event Experience provided stronger predictability of Event Quality. Research limitations/implications – The results provide information which can be utilized by event organizers or managers to enhance the overall quality of fundraising events. The distinct attributes of event success identified in this study can be capitalized upon for improving future attendance. The use of event attendees from one particular event, which focused on a very specific cause, can be considered a limitation of the study. Originality/value – This study focused on identifying different dimensions of a fundraising event which impact quality. The study provides insight into uniqueness of event experiences and their effect on event quality.

Defining the Field of Events

“…Lockstone-Binney (2018) noted that with the increased diversity in studying events, there has been an increase in interests related to attendee motivation and satisfaction. Chen et al (2015) included attendee interaction in their event experience definition, while other definitions have included social interactions and community (Wreford et al, 2019).…”

“…There are many segments that together comprise the broad field of events, each having their own rituals unique to that type of event (P. Chen et al, 2015; Islam & Zyphur, 2009).…”

A case study on revisiting meeting and event competency standards and student perspective

“…Event Management programs specifically offer the optimal opportunity for experiential learning, providing an effective learning method to assist in bridging the gap between industry experience and the classroom experience (Kim, Lin, & Qiu, 2015). Special events play an important role within the hospitality and tourism industry (Chen, Singh, Bulent Ozturk, & Makki, 2014) and have been defined by Ritchie (1984) as "major one-time or recurring events of limited duration, developed primarily to enhance awareness, appeal and profitability of a tourism destination" (1984, p. 2). These events can be planned in the classroom by the students to offer real-world learning opportunities.…”

“…Many project management positions in general, which could include event management positions, utilize fundraising skills (Arantes do Amaral, Petroni, & Hess, 2016). Fundraising events, specifically, assist in enhancing the corporate image and allow for increased social bonding with those in the community (Chen et al, 2014).…”

Conceptualization and development of event experience scale: lessons from India

“…The high degree of involvement, novelty, experiential richness and transciency represent the brand experience characteristics of the trade show event (Tafesse, 2016). Unique experiences influence the participant’s decision in recognizing the quality of the event (Chen et al , 2014). Enhanced experiences at business events significantly impact the local tourism and hospitality economy (Stansfield, 1970).…”