National Local Heritage Days : Revising Event Management Strategy
Zamiatin, Aleksandr (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020051511701
https://urn.fi/URN:NBN:fi:amk-2020051511701
Tiivistelmä
The purpose of this study is to provide the Finnish Local Heritage Federation with recommendations for the improvement of the concept of the annual event National Local Heritage Days. The theoretical framework for this research is based on event studies and event experience management. The research question is how this concept can be developed in order to make it more attractive and increase the number of the event participants.
The methodological framework of this study combines the research methods of statistical analysis of quantitative material as well as thematic analysis of qualitative material. The material consists of a participant survey (N = 116) containing both quantitative and qualitative data and a survey for the organizers (N = 7) containing solely qualitative data. The surveys were conducted online in Autumn 2019.
The results of the analysis reveal participants’ positive attitude and loyalty to the event. The primary motivation for participation is reported to be the opportunity of networking. However, many consider the duration of the event to be excessive. The attractiveness of the activities of the programme varies significantly. The respondents report the current ticket price rate to be relatively reasonable, but the reported willingness to pay turns out to be slightly lower.
The analysis of the qualitative material of the survey for the local event organizers discloses weaknesses in the cooperation between the local organizers and the Federation’s representatives.
The study concludes that most of the respondents among the participants and the local organizers somewhat express the need for improvement of the concept of the event. At the same time, implementation of any changes should be considered thoroughly and mere change does not necessarily lead to positive outcomes. Conclusions suggest that more emphasis should be put on online marketing and other traditional marketing channels in order to increase the number of participants.
The methodological framework of this study combines the research methods of statistical analysis of quantitative material as well as thematic analysis of qualitative material. The material consists of a participant survey (N = 116) containing both quantitative and qualitative data and a survey for the organizers (N = 7) containing solely qualitative data. The surveys were conducted online in Autumn 2019.
The results of the analysis reveal participants’ positive attitude and loyalty to the event. The primary motivation for participation is reported to be the opportunity of networking. However, many consider the duration of the event to be excessive. The attractiveness of the activities of the programme varies significantly. The respondents report the current ticket price rate to be relatively reasonable, but the reported willingness to pay turns out to be slightly lower.
The analysis of the qualitative material of the survey for the local event organizers discloses weaknesses in the cooperation between the local organizers and the Federation’s representatives.
The study concludes that most of the respondents among the participants and the local organizers somewhat express the need for improvement of the concept of the event. At the same time, implementation of any changes should be considered thoroughly and mere change does not necessarily lead to positive outcomes. Conclusions suggest that more emphasis should be put on online marketing and other traditional marketing channels in order to increase the number of participants.