Authors: James Bury
Addresses: Faculty of Tourism and Business Management, Shumei University, 1-1 Daigakucho, Yachiyo City, Chiba, 276-0003, Japan
Abstract: Designing, implementing, and marketing an event involves the successful balancing of numerous factors, ranging from budgeting to safety considerations. This paper presents a model that illustrates attitudes to three variables that affect event experiences and their interconnectedness. The model was developed from interviews conducted at 42 running events in the Kanto Region of Japan over a three-year period, investigation of retrospective comments made on two running websites, and interviews with four event managers. It was found that attitudes to participation, diversification, and crowding varied considerably depending on the size of the event. The implications of the model and marketing recommendations in relation to the focus of the event, images used in the promotional materials, and advertising outlets are presented.
Keywords: event management; event participation; event diversification; event crowding; event tourism; event marketing; event experiences; consumer attitudes; running events; Japan; running websites; event size.
International Journal of Hospitality and Event Management, 2016 Vol.1 No.4, pp.370 - 387
Received: 14 Apr 2016
Accepted: 10 Oct 2016
Published online: 07 Feb 2017 *