The greening of music festivals: motivations,barriers and outcomes. Applying the Mair and Jago model

Events are a growing sector, often attracting tourists to destinations. There is increased emphasis on achieving sustainability in event management; some festivals, particularly large outdoor music festivals, are leading in greening their events. This paper explores the drivers of, and barriers to, greening festivals and considers how events might be a vehicle for promoting sustainable behaviour. The application of the Mair and Jago model is tested. Long interviews were conducted with managers of six UK and Australian festivals that have won awards for their “green” performance and an organisation that encourages the greening of festivals. Findings suggest that managers of these festivals act both as a champion and a steward of greening and that the key drivers of festival greening are the personal values or ethos of the manager and/or the organisation, demand for greening from stakeholders and a desire to educate and act as an advocate of green issues. Barriers to greening festivals included the financial costs, lack of time and control over festival venues and the inability to source appropriate suppliers or supplies. Further research could explore these issues in other events contexts and examine whether events leave a lasting legacy in terms of influencing environmental behaviour.     

Strategic application of events

This paper explores the area of strategy and events through a qualitative study. Organisations are increasingly seeking to achieve strategic objectives through the delivery of events. Particularly, as regards the role of events in the communication of brand strategy. This paper seeks to illuminate the underpinning reasoning for this trend, and examine prevalent issues relating to event management and event experience. There is a critical evaluation of the factors that facilitate and constrain events in supporting organisational strategy, with a number of themes identified that impede events from realising their strategic potential.     

Understanding primary stakeholders' multiple roles in hallmark event tourism management

This paper contributes insights into stakeholder theory in hallmark event tourism and the implications for engaging primary stakeholders in further tourism management settings. The tangible and symbolic tourism benefits instilled in destinations by hallmark events are well-documented; with destination managers increasingly adopting event portfolio approaches to nurture and develop existing and new hallmark events. Nevertheless, limited understanding exists of how stakeholders engage with hallmark events over time; their lived experiences in event tourism; and consequent management implications. This paper uncovers multiple and shifting roles of primary stakeholders in a long-established hallmark event tourism context (Edinburgh's Festival Fringe). It presents a typology identifying five primary stakeholder roles. Phenomenological interviews with twenty-one primary stakeholders revealed that most fulfilled multiple roles. Existing concurrently and historically, these differed throughout stakeholders' lived experiences and engagement. In its findings, this paper extends knowledge of stakeholders' roles in event tourism and implications in further tourism management settings.     

The effects of restaurant green demarketing on green skepticism and dining intentions: Investigating the roles of benefit associations and green reputation

Food overconsumption is increasingly a concern even as consumers are growing skeptical of companies’ green marketing techniques. Accordingly, green demarketing strategies, which aim to lower consumer demand, have become more prevalent in recent years. Using an online experiment, the current research investigates how green demarketing strategies (vs. green marketing strategy) affect consumers’ level of skepticism toward restaurants’ green practices and influence their dining intentions toward restaurants. Moreover, this study examines how different benefits (health vs. environment) associated with green practices and restaurants’ green reputations (high vs. low) influence the effect of green demarketing (vs. marketing) strategies. The results reveal that although green demarketing may not independently outperform green marketing, when green demarketing was practiced by restaurants with low green reputations to promote environment-associated benefits, consumers exhibited a similar or even lower levels of skepticism and higher dining intentions. This study also provides implications for effective marketing communication in the context of green demarketing.     

Encouraging pro-environmental behaviour: the role of sustainability-focused events

Tourism is a potential setting for encouraging sustainable behaviour. One popular mechanism is to stage events with a sustainability focus, aimed at fostering behaviour change amongst attendees. This paper reports on a study of a sustainability-focused event in Australia. The Transtheoretical Model (TTM) was used to explore if and how this event could potentially promote pro-environmental behaviour change amongst attendees. TTM provides a five-stage framework, linked to a series of 10 processes of change, with both attitudinal and behavioural dimensions. The stages comprise pre-contemplation, contemplation, preparation, action and maintenance. Findings suggest that this event attracts individuals already significantly committed to sustainable behaviour who are using the event as a source of encouragement and positive feedback for their lifestyle choices. They are not the audience that the organisers need to reach in order to achieve their aim of behaviour change on a broader scale. This event did, however, support the processes of change, particularly for those in the “action” and “maintenance” stages. This paper considers the implications of these findings and TTM as a research tool for the future promotion and marketing of these events to tourists, possible applications to tourism fairs and exhibitions, and to behavioural change in tourism generally.     

An examination of the impact of green impressions by delegates toward a trade show

Sustainable tourism is now a commonly used phrase within the meetings, incentive travel, conventions, and exhibitions industry. Developed tourism destinations have broadly embraced responsible tourism while developing locations are increasingly giving the subject greater attention in order to compete and host meetings, incentive travel, conventions, and exhibitions events. The concept of “green meetings” has emerged in line with the global trend of conservation to offset and prevent further environmental destruction and pollution. Examining an inaugural trade show in Macao, this article investigates the role of green perceptions in influencing visitor participation and future intentions. With most delegates well informed on the concept of environmental protection, findings showed green practices at the trade show would influence their revisit decision and provide positive word-of-mouth referral. There is a lack of initiative in Macao to go green due to an absence of green guidelines and stewardship from the government. Macao's meetings, incentive travel, conventions, and exhibitions industry remains entrenched and underdeveloped vastly eclipsed by its gaming industry with increasing sentiment from the Chinese authorities for Macao to diversify tourism. Importantly this research on trade delegates identifies that integrating green and responsible actions could be key influencers. A green template is presented for consideration by the Macao meetings, incentive travel, conventions, and exhibitions sector as a crucial part of future strategy to advance meetings, incentive travel, conventions, and exhibitions.     

Assessing the environmental impacts of mega sporting events: Two options?

At a time when public and private agencies recognise the importance of sustainable development, the environmental impacts of mega sporting events are commanding increasing attention. However, despite event sponsors often flagging the importance of environmental as well as socio-economic legacy components, the environmental impacts of events are difficult to assess quantitatively, being complex and often occurring over extended periods. The general assessment issue is particularly acute with regard to mega events such as the Olympic Games and FIFA World Cup. The practical issues mean that any quantitative techniques seeking to assess environmental impacts are likely to be partial in scope. This paper examines two such approaches for quantitative impact assessment of selected environmental externalities connected with visitation at sporting events. The paper considers the use of Ecological Footprint analysis and Environmental Input–Output modelling. It provides examples of the applications of these techniques to discrete sporting events in a UK region, and discusses whether these techniques are appropriate for exploring the environmental impacts of mega events.     

Event pitching: The role of design and creativity

The purpose of the research is to contribute towards a better understanding of the role of design and creativity in the pitch phase of an event bid. The paper does not seek to re-document the formal proposal process of preparing and bidding for an event but instead will look at an element within event bidding, the pitch to the client. Winning an event pitch is a crucial part of the events industry and is undertaken by most event management companies (EMC) or agencies. It is highly competitive. The material is based on qualitative research with key individuals working in the events industry and presents selective reflections upon the pitch process, the rationale and criteria for pitching and the extent to which they use creative thinking to win. Design and creativity are essential components that help make events memorable experiences, but as the paper demonstrates they also have a significant role in securing the event contract in the first place. In some cases elaborate and extreme design tactics are used to make a successful pitch.     

What the Millennial Generation from Around the World Prefers in Their Meetings,Conventions, and Events

The extant research relates to what the Millennial generation prefers in their meetings and events. The focus of this paper is to compare the wants and needs of Millennials from five different continents to ascertain similarities and differences. This is the largest study ever done of Millennials with regard to meetings and events. While some differences were uncovered, it was found that Millennials are a very homogeneous group. Thus, event professionals can use similar strategies when targeting this group. However, it was also found that there were some differences in specific areas and event professionals would do well to ascertain their mix of attendees by national origin and then apply the most significant findings of the research at hand.     

Managing experience co-creation practices: Direct and indirect inducement in pop-up food tourism events

Consumers performing the role of value-creators in experience co-creation introduces idiosyncrasies that challenge experiential consistency. Taking ‘pop-up’ dining events as its empirical focus, and drawing on semi-structured interviews with participants, this study examines how organisations and consumers interact to negotiate ambiguity, variability and consistency. The paper questions how organisers try to prescribe normative rules governing events. It considers how consumers invest in preparing for events, and engage in socialised performances to create unique experiences. The data are also used to show how peer surveillance shapes consumer expectations, behaviours and interpretations. Consequently, this study contributes to knowledge on the practical management of co-creation by conceptualising different pathways through which organisations and consumers attempt to orchestrate behaviours. Moreover, in theorising from the data, this paper distinguishes between direct and indirect modes of inducement used to achieve experiential outcomes, identifying how ‘value-signalling’ practices engage event stakeholders and shape their co-creation.     

An examination of green intention: the effect of environmental knowledge and educational experiences on meeting planners’ implementation of green meeting practices

Environmental sustainability has become an important concern in staging meetings and events. This paper introduces the Convention Industry Council's Green Meetings Report and goes on to investigate whether prior knowledge and educational experiences related to environmental sustainability are influential factors in planners’ commitment to engaging in ecologically friendly behavior. Using a nine-point questionnaire, 278 delegates at North America's largest one-day event for meeting planners were sampled. Regression analysis showed that the intention to implement green meeting practices is positively influenced by both prior knowledge of and educational experience with greening practices. In particular, educational experiences were found to be a strong influential factor contributing to meeting planners’ intention to implement green meeting practices. By providing operational definitions of knowledge and education, it proves that knowledge gained by an unstructured format was less effective than the impact of education on green intention. Accordingly, this study not only highlights academic discussions on environmental knowledge-building through formal education but also derives managerial implications for the meeting and event industry by outlining ways to incorporate continuing professional education in sustainable meetings and events. A range of ideas for the content of that professional education is presented, along with the possibilities for e-learning.     

Evidence of green signaling in green hotels

Green signaling posits that environment-friendly purchases signal consumers’ pro-sociality and willingness to pay more for societal/environmental well-being, enhancing their social status. Using three scenario-based quasi-experimental studies, we sought evidence of green signaling by guests in green hotels when status motive is activated, consumption condition is manipulated, and hotel price is varied. Results showed that, when status motive is activated, consumers signal the intent to purchase better-quality conventional hotels when green hotels are priced more or equal and when the consumption condition is private. In public consumption condition, when controlling for price, and in private consumption condition, when green hotels are priced lower, no significant difference was found between purchase intentions regarding conventional and green hotels. This represents slight, although inconclusive, evidence of green signaling. Industry practitioners in green hotels should lower prices and make the consumption process public by providing consumers with opportunities to engage more actively via social media.     

Competing priorities as constraints in event travel careers

An event travel career is a potentially lifelong pattern of travel to events linked with an individual’s preferred leisure activity. This paper applies the concept of an event travel career to non-elite triathletes. For these active sport tourists, ongoing pursuit of an event travel career is arguably constrained by competing priorities that intervene between everyday life and their pursuit of an event travel career. In-depth interviews were conducted with 21 triathletes identified as pursuing an event travel career. Interpretive analysis revealed seven domains of competing priorities that could work to constrain their event travel career aspirations. These domains included familial relationships, domestic responsibilities, sociability, finances, leisure, wellbeing, and work/education. The seven competing priority domains were interrelated, and cyclical in their constraining effects. Data assisted in clarifying some defining characteristics of the event travel career concept, and challenged notions of leisure participation as entirely positive and fulfilling.     

The Impact of a Mega Event on Visitors’ Attitude Toward Hosting Destination: Using Trust Transfer Theory

Despite the popularity of festivals and events, event managers and the hosting countries are not certain whether a successful event leads to favorable attitudes toward the hosting country. This study based on trust transfer theory considers the impact of attitude toward a mega event on attitude toward the hosting country. The study also examines two dimensions of perceived value related to the Shanghai Expo and their influences on attitude toward the event. The study finds that both emotional and functional dimensions of value offered by the Expo are important for evaluation of the event, although functional value is considered more important than emotional value. Supporting trust transfer theory, the study shows that attitude toward a mega event influences attitude toward the hosting country. The study also finds that both attitude toward a mega event and attitude toward the hosting country have a positive impact on visitors’ intentions to revisit China.     

Digital cultures,acceleration and mega sporting event narratives

Mega sporting events, as with the evolution of human progress, continue to be marked by trepidation and awe over the transformational power of technology. Today, mega sporting events like the Olympic Games and World Cup are increasingly the captivating spectacles of consumer capitalism. Whereas, since the 1980s, established media organisations have exerted a significant influence over the production of mega sporting event narratives, the mass availability of everyday digital technologies democratises media making, changing the way events are conceived, planned, mediatised and reported. Citizens, living digitised and social mediated lifestyles, are now important co-creators, shaping the design, delivery and dissemination of events to a wider audience. This article explores the emergence of digital tools and technologies and their impact on mega sporting event media narratives. It highlights how social media and ubiquitous digital technologies augment accelerated identities. As a means of illustrating the acceleration agenda and its impact on mega sporting event coverage, the author presents a case study of a citizen media initiative #citizenrelay, which focused on the Olympic Torch Relay on its journey around Scotland, UK in the summer of 2012. The article concludes by suggesting that the digitally democratised citizen has power in their pocket to make media that, when brought together as part of a collective, can present alternative narratives to those offered by the established media frame.     

Understanding how consumers view green hotels: how a hotel's green image can influence behavioural intentions

As the public is increasingly concerned about environmental issues, green management is rapidly becoming a strategic tool that can enhance a hotel's competitive advantage. This study explores how to develop the image and branding of a green hotel using the concepts of cognitive, affective and overall images. The study, based on a survey of 416 hotel users, also investigates how a green hotel image can affect behavioural intentions (i.e. intention to revisit, intention to offer positive recommendations to others and willingness to pay a premium). The findings confirm that cognitive image components (namely value and quality attributes) can exert a positive influence on a green hotel's affective and overall images. The affective image is also found to positively affect a green hotel's overall image. A green hotel's overall image, in turn, can contribute to more favourable behavioural intentions. Quality attributes were found to be more powerful than value attributes. The importance of the concept of selfish altruism and obtaining a feeling of wellbeing from a purchase were shown to be very strong. A range of theoretical and practical implications are discussed.     

Developing green management standards for restaurants: An application of green supply chain management

Hospitality businesses influence the sustainability of their natural environment by consuming significant amounts of natural resources. However, research on applying green supply chain management (GrSCM) with process of food production to construct green management indicators for restaurants is lacking. This study thus establishes a green management standard with GrSCM that green restaurants can implement. This study combines GrSCM and food and beverage management to develop green restaurant standards, and primarily adopts the Delphi Technique to develop green standards of restaurant management. A total of 23 experts from government, industry, and academia were invited to participate. The results show that green restaurant management standards comprise three facets (green foods; green environment and equipment; and green management and social responsibility), nine sub-facets, and 81 indicators: besides five indicators for the new established restaurant, the remaining 76 were standards for existing restaurants in Taiwan. In addition to its practical implications, an important contribution of this study is its application of GrSCM to establish a green management standard for restaurants.     

All that glitters is not green: Creating trustworthy ecofriendly services at green hotels

While there is much emphasis on authentic green practices, there is rising concern about the common practice of "greenwashing" or unsubstantiated claims about good environmental policies. Consequently, tourism businesses need to provide tangible evidences to create trust in their green claims. This paper, building on a sequential mixed method approach of data collection, proposes a potential green service encounter (GSE) framework by which hotel management can reassure customers and secure long-term patronage. Moderating role to two key contextual variables, travel purpose and environmental values of travelers, is investigated. Practical implications indicate that hotels should offer guests opportunities for enhanced involvement in GSE that help build consumer trust. The trust building process is dependent on a traveler's environmental values but independent of trip purpose. The GSE framework conceptualization included interviews with 25 green hotel guests and a panel of experts while empirical validation involved a sample of over 500 respondents.     

Event portfolio management: An emerging transdisciplinary field of theory and praxis

The phenomenon of event portfolio has gradually received acceptance and recognition as host destinations are steadily moving towards assembling multiple events across the calendar to serve multiple policy purposes. This paper reviews all the pertinent literature providing a common ground for studying event portfolios and their management exigencies. It traces the origins of the event portfolio concept and outlines its evolution to date. It thus, maps out event portfolio management as a complex emergent field, establishing its ontological base through convergence of underlying disciplines, theories and concepts. We argue that the integrative nature of event portfolio provides a malleable ground, one across and beyond its parent disciplines that shape it as a transdisciplinary field. This theoretical underpinning is indispensable for the effective treatment and sustainable development of the field.     

The determinants of hotels' marketing managers' green marketing behaviour

Little is known about the factors underlying the pro-environmental behaviour of marketing managers. This paper explores the determinants of green marketing practices in the Red Sea hotel sector in Egypt. The research model assesses green marketing practices against the personal and organisational values of the marketing managers, together with a range of organisational and demographic variables expected to influence hotels' environmental behaviour. From a valid sample of 89 marketing managers responsible for 194 hotels, it was found that organisational contextual variables, and in particular targeting Western tourists, being affiliated to an international hotel chain and the marketers' own demographics, including age, academic subject studied and gender, were the best predictors of more proactive green marketing. Personal environmental values did not explain the pro-environmental behaviour of marketers, and the organisational environmental values that had explained part of their ethical behaviour had resulted from voluntarism rather than utilitarian or conformance-based values. Government policies also appeared to be ineffective determinants. The implications for green marketing practices are also discussed.