e-space
Manchester Metropolitan University's Research Repository

    Changing audience behaviour: festival goers and throwaway tents

    Henderson, S and Musgrave, J (2014) Changing audience behaviour: festival goers and throwaway tents. International Journal of Event and Festival Management, 5 (3). pp. 247-262. ISSN 1758-2954

    [img]
    Preview

    Download (563kB) | Preview

    Abstract

    Purpose – To translate theory into a practical tool, the purpose of this paper is to provide a conceptual framework for the development of social marketing strategies to modify event attendee behaviour in a sustainable direction. Design/methodology/approach – Consumer value is synthesised with social marketing and consumer behaviour theory to develop the framework. A major problem for festivals (throwaway tents) and current pro-environmental practices are used to determine the framework's applicability. Findings – The conceptual framework suggests that achieving desired behaviour(s) within an audience requires consideration of the added value at the downstream level, strategies that recognise offsite/onsite behaviour settings, engagement of upstream advocacy and more attention to the evaluation of success. Research limitations/implications – A single low-involvement behaviour example is used to validate the conceptual framework suggesting further work is needed to widen tests of its applicability. Originality/value – This paper synthesises theory into a framework that has significant potential as a tool to develop behavioural change strategies at events.

    Impact and Reach

    Statistics

    Activity Overview
    6 month trend
    1,565Downloads
    6 month trend
    252Hits

    Additional statistics for this dataset are available via IRStats2.

    Altmetric

    Actions (login required)

    View Item View Item