Academic poster presentation
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Doyin Oladogba: London Metropolitan University: Events Management: Explanatory Research To assess how event marketing creates relationships between the organisation and it’s consumers OBJECTIVES 1. To evaluate the usage of social media in the Country Living Christmas Fair 2. To examine the target audience’s perceptions of the Country Living Christmas Fair 3. To determine the importance of Event Marketing in the Country Living Christmas Fair RESEARCH FINDINGS 1. After using qualitative research methods – findings show that the usage of social media amongst the consumers were less sufficient than the average fair event. • Due to the demographic of consumers • Links to 2 nd objective • Shows that this type of interaction between consumer & organisation runs mainly on the younger generation METHODS USED AND HOW I OBTAINED IT • Just thinking – use of existing information – primary and secondary literature resources and observation • Predictive research • Textual analysis • Qualitative research – participant observation Bibliography Fox, D., Gouthro, M. B., Brackstone, J. and Morakabati, Y. (2014) Doing events research: From theory to practice. London: Routledge. Veal, A. J. (1992) Research methods for leisure and tourism. London: Longman, in association with the Institute of Leisure and Amenity Management. Veal, A. J. and Burton, C. (2014) Research • Mainly married white females – or groups of friends ages 30-70 • Using an iconic holiday and combining an experience females predominantly love • The main stalls consisted of products females love to share amongst each other – is this deliberate from the organisers of the event – another way to market the idea of ‘shopping experience’ • Use of qualitative research is usually words but can be images – aim to describe, understand and obtain meaning
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Doyin Oladogba: London Metropolitan University: Events Management: Explanatory Research
To assess how event marketing creates relationships between the organisation and it’s consumers
OBJECTIVES
1. To evaluate the usage of social media in the Country Living Christmas Fair2. To examine the target audience’s perceptions of the Country Living Christmas Fair3. To determine the importance of Event Marketing in the Country Living Christmas Fair
RESEARCH FINDINGS 1. After using qualitative research methods – findings show that the usage of social media amongst the consumers were less sufficient than the average fair event. • Due to the demographic of consumers• Links to 2nd objective• Shows that this type of interaction between
consumer & organisation runs mainly on the younger generation
2. Observation of the crowd – Consumers perceptions of the event was to enjoy a shopping experience
METHODS USED AND HOW I OBTAINED IT• Just thinking – use of existing information –
primary and secondary literature resources and observation
• Predictive research • Textual analysis• Qualitative research – participant
observation ‘Qualitative data is particularly useful when it comes to defining feelings and attitudes’
BibliographyFox, D., Gouthro, M. B., Brackstone, J. and Morakabati, Y. (2014) Doing events research: From theory to practice. London: Routledge.Veal, A. J. (1992) Research methods for leisure and tourism. London: Longman, in association with the Institute of Leisure and Amenity Management.Veal, A. J. and Burton, C. (2014) Research methods for arts and event management. United Kingdom: Pearson Education.
• Mainly married white females – or groups of friends ages 30-70
• Using an iconic holiday and combining an experience females predominantly love
• The main stalls consisted of products females love to share amongst each other – is this deliberate from the organisers of the event – another way to market the idea of ‘shopping experience’
• Use of qualitative research is usually words but can be images – aim to describe, understand and obtain meaning
