EVENT MANAGEMENT

1. Hashim Fadzil AriffinHashim Fadzil Ariffin
EVENT MANAGEMENTEVENT MANAGEMENT
TOUR2100TOUR2100
Week 2Week 2
The Market Demand for Events

2. 2
AIMSAIMS
1. To examine the scope and scale of the event business.
2. To consider the determinants of demand for events.
3. To illustrate the structure of demand for events.

3. 3
INTRODUCTIONINTRODUCTION
1. Data is required from which can evaluate the significance of
events to a particular location
2. Data is essential to the planning of facilities and services
3. Data is particularly needed by those organizations
(stakeholders) in the events business
Why statistical measurement of events activity
might be considered useful?

4. 4
SIZE AND SCOPE OF THE EVENTSIZE AND SCOPE OF THE EVENT
MARKETMARKET
The methodology used by Lilley and De Franco (1999)(in case study 5)
could be adopted for major event categories, since the purposes
of the study were to:
• Measure the size of the total attendance at each event.
• Measure the size of the non-local attendance.
• Determine how much money was spent by non-local attendance
in the local area.

5. 5
SIZE AND SCOPE OF THE EVENTSIZE AND SCOPE OF THE EVENT
MARKETMARKET
Richards (1992) made good use
of the approach in discussing on
how events and festivals can be
planned and marketed and
how market information should
be recorded
5
Visitor numbers
Visitor spend
Visitor activity
and participation
Advertising
effectiveness
Visitor
satisfaction

6. 6
High
Low
Uncertainty
Complexity
InternationalNational
Multi-
organizational
OrganizationalGroupIndividual
?Examples
SIZE AND SCOPE OF THE EVENTSIZE AND SCOPE OF THE EVENT
MARKETMARKET
Assessing market
scope and the economic
impacts of events

7. 7
DETERMINANTS AND MOTIVATIONSDETERMINANTS AND MOTIVATIONS
Primary motive
(social)
Primary motive
(entertainment)
Primary motive
(relaxation)
Primary motive
(status)
Primary motive
(learning)
A combination of motives
for participating in an event,
such as an opera gala
Source: Adapted from Teare et al.,
1994.


8. 8
DETERMINANTS AND MOTIVATIONSDETERMINANTS AND MOTIVATIONS
Source: Adapted from McDonnell et al., 1999. 
Social Motives Organizational Motives
Personal Motives
Physiological Motives

9. 9
DETERMINANTS AND MOTIVATIONSDETERMINANTS AND MOTIVATIONS
Examples of Social Motives
Social Interaction with others
Creation of community spirit
Status or recognition of achievement
Philanthropy or charitable contributions
Examples of Organizational Motives
The need to makes sales
The need to have an organizational
presence
Status or recognition
Sponsorship or community support
Examples of Physiological Motives
Relaxation or recognition with others
Sexual enjoyment with others
Exercise or physical challenge
To eat, drink or be entertained
Examples of Personal Motives
Seeking new experiences
Learning and education
Creativity and exploration
Fulfillment of ambitions
Source: Adapted from McDonnell et al., 1999. 

10. 10
DETERMINANTS AND MOTIVATIONSDETERMINANTS AND MOTIVATIONS

11. 11
THE STRUCTURE OF DEMAND FORTHE STRUCTURE OF DEMAND FOR
EVENTSEVENTS
Current demand – that which our event satisfies at the moment
Future demand – that which our event could satisfy over a normal growth period
Latent demand – that which is sleeping until you provide an event for it
Suppressed demand – that which exists for our event, but cannot get to it due to
being suppressed by price, time, availability, lack of disposable income or
other reasons
Demand potentials

12. 12
Questions?Questions?