Review of Survey Methods in Events Management Research

Abstract

Questionnaire-based surveys are a common data collection tool in events research as established by earlier reviews of methods within the literature. This article examines and critiques the historic development, current position, gaps in knowledge, and future implications for survey-based research. Two-hundred eighty-six articles from four events-specific journals were reviewed. Some diversity is found within survey-based research; however, the majority was carried out: as a single method (86%), in physical proximity to the event (67%), during the event (49%), using paper-based forms (65%), designed for self-completion (94%). The most common events targeted were: sports (43%) festivals & celebrations (20%), and music (12%). The stakeholders targeted were: audiences (54%), nonparticipants (16%), and managers (12%). Sampling methods, where stated, were likely to be random (23%) or convenience based (22%). Despite the predominance of this data collection tool, numerous areas are ideally in need of further understanding and experimentation. Mixed methods, multiple surveys, and more deliberate approaches to sampling are required. Despite an audience focus, "before and after" studies are lacking. Electronic surveys and other emerging technologies undoubtedly provide options but these do not appear to have been investigated or adopted with sufficient rigor. Targeting stakeholders other than audiences, covering a broader range of events, and longitudinal studies would also be desirable. The use of survey-based research by policy makers and funders is discussed as it potentially orients towards what the authors term "operationalized knowledge management." A brief but comprehensive typology of survey methods is established to aid future researchers.

A Small-Scale Festival As a Catalyst for Individual and Community Change

“…At the request of the festival organizers who were interested in prompt feedback for evaluative purposes, attendees were again contacted by e-mail from the list provided by the festival organizers to participate in an online questionnaire 6 weeks after the festival concluded. Postfestival research (David et al, 2019;Mair, 2014) is usually conducted within a few days or weeks after an event's completion to ensure accurate recall of thoughts or information for evaluative purposes (Fletcher & Bostock, 2020).…”

“…A festival can be designed as profit or not-for-profit and common types of festivals can include (but are not limited to) community, music, film, and theater (Andersson & Getz, 2009;Getz, 2002). Although prefestival expectations research is limited (see Fletcher & Bostock, 2020), anecdotal evidence suggests that the opportunity for socialization, learning, escape from daily lifestyle, and novelty represent attendees' reasons for festival visitation and post festival satisfaction (Getz & Page, 2016;Morrison, 2019).…”

“…A recent review of event management research (Fletcher & Bostock, 2020) noted that the majority (86%) of studies (n = 286) have not measured change in attendees, with a cross-sectional research design employing questionnaires dominating measurement practices. Of the 58 festivals included in this review, the majority (66%) of data were collected during the festival with a minority (5%) gathering data prior to the festival.…”