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- Adolfsson, Petra, 1970, et al.
(författare)
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Objectives, Objects and Objectivity: On Practitioner-Academic Collaboration
- 2016
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Ingår i: Tourism and Leisure Research. - : Informa UK Limited. - 1705-0154. ; 39:2, s. 303-320
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Tidskriftsartikel (refereegranskat)abstract
- In the area of tourism management, the previous research shows that collaboration among stakeholders is crucial in achieving or aspiring toward sustainable development because the field is highly fragmented with numerous stakeholders constituting the tourism product. In a single-case study, the analytical concept of boundary objects is used to show that not only the human relationships but also the objects created and used in such collaborations must be considered to understand how such collaboration can influence sustainable tourism practices. The results show the importance of such objects in becoming part of everyday practices and thereby support a sustained collaboration. Additionally, the results indicate that the creation of boundary objects can contribute to a reduced focus on consensus, and therefore, the professional integrity of the parties involved can be maintained.
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| 2. |
- Andersson, Tommy D., 1947, et al.
(författare)
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Balancing value and risk within a city's event portfolio: an explorative study of DMO professionals' assessments
- 2020
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Ingår i: International Journal of Event and Festival Management. - : Emerald. - 1758-2954. ; 11:4, s. 413-432
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - This study aims to advance both theory and praxis for event portfolio management in cities and destinations. An experiment has been conducted with professional event practitioners in a city to determine their opinions and strategies for balancing value and risk within their event portfolio. The first objective is to rank 14 of the city's recurring events in terms of both value and risk. Second, the events are plotted in a two-dimensional chart of value versus risk with the objective to differentiate between the 14 events. The third objective is to describe the event characteristics that event professionals associate with value and risk. Design/methodology/approach - Results derive from an experiment involving the forced Q-sort procedure and professional event managers from a city renowned as an "event capital". Empirical evidence is analysed by the constant comparative method of how events are being evaluated by ten professionals working for a DMO. Findings - Economic impact and image effects are characteristics of high-value events as is an opportunity to create relations with event owners for future collaboration. Local community involvement is important for all events. The issue of portfolio fit was a common argument for weak-value events. Research limitations/implications - Results are based on the opinions of ten DMO employees in one large city. Conclusions help build event portfolio theory. Practical implications - The results and methods are useful for event strategists and evaluators. In particular, the management of event portfolios and policies covering events in cities and destinations can benefit from the documented method for explicitly balancing risks with perceived value. Social implications - A portfolio perspective is also suggested as an approach to analyse the total tourist attractions portfolio of a destination. Originality/value - Opinions regarding public value and risk by civil servants who work with events have not been studied before. The constant comparative method produces results that can be applied to policies governing events. In terms of theory development, concepts from financial portfolio management, product portfolio management and risk management are used to develop event portfolio design and management, and insights are gained on trade-offs in the process. The plot of the events in a two-dimensional chart of value versus risk clearly differentiated the 14 events and is an original contribution.
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| 3. |
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| 4. |
- Andersson, Tommy D., 1947, et al.
(författare)
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When a music festival goes veggie: Communication and environmental impacts of an innovative food strategy
- 2013
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Ingår i: International Journal of Event and Festival Management. - 1758-2954 .- 1758-2962. ; 4:3, s. 224-235
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - The aim of the study is first to describe and discuss an innovative strategy, pursued by a music festival, to reduce the environmental impact by allowing only vegetarian food in the festival area. A second aim is to discuss the effects of the vegetarian strategy for the festival in terms of branding and communication impacts. A third aim is to assess the effect on the ecological footprint of the festival from the vegetarian food strategy. Design/methodology/approach - Festival visitors’ food consumption was surveyed in 2010 (719 responses) and again in 2012 when only vegetarian food was served on festival premises (663 responses). The EPA Event Calculator, developed in Australia, was used to calculate the ecological footprint of the festival. The implementation and the impacts were studied from the festival organisers’ perspective through two (one hour long) interviews with one of the festival managers. Findings - For the festival brand, the vegetarian strategy proved to be extremely successful in terms of media attention and an enhanced "green" image of the festival. An analysis of the environmental impact of the vegetarian strategy indicates a remarkable drop of 40% in the size of the ecological footprint. Practical implications - Based on the results of this study, a vegetarian strategy can be recommended as an innovation for festivals that have core values and a brand image grounded both in sustainability and the reduction of environmental impacts and that are truly concerned about the environment. Originality/value - Festival Footprint Analysis
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| 5. |
- Jutbring, Henrik
(författare)
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Encoding destination messages in media coverage of an international event: A case study of the European athletics indoor championships
- 2014
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Ingår i: Journal of Destination Marketing and Management. - : Elsevier BV. - 2212-571X. ; 3:1, s. 29-36
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Tidskriftsartikel (refereegranskat)abstract
- The destination management strategy of enhancing destination brands or market position via international sport events is one of the main reasons for destinations to engage in event bidding. The strategy raises important questions regarding the process of encoding a destination's brand values into the media reports from an international sporting event and what the perceived challenges of that strategy are. The process has been explored from a destination perspective in a case study during the recently completed 2013 European Athletics Indoor Championships in Gothenburg, Sweden using data from multiple sources before, during and after the event. Public relations strategy and the persuasive communication model have been employed to structure the description. The study shows that the destination marketing organization (DMO) is involved in two different processes in order to influence the message transmitted from the event. The TV broadcast process is negotiated before the event and the news coverage process is occurring during the event. The latter relates to the DMO's attempts to persuade gatekeepers of international media to include the destination message in their reports by the use of both direct and indirect cues and activities. One tenth of the reports from the event are about the destination rather than the sport. Key differences between the two processes are presented, as well as a synthesis model of information-based communication and persuasive communication in the setting of an international sport event. Challenges to the strategy were e.g. media professional's formal assignment and the match between event and destination values in order for the DMO to communicate a newsworthy message. © 2014 Elsevier Ltd.
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| 6. |
- Jutbring, Henrik
(författare)
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Festivals framed as unequal: piggybacking events to advance gender equality.
- 2016
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Ingår i: Annals of Leisure Research. - : Informa UK Limited. - 1174-5398 .- 2159-6816. ; , s. 1-19
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Tidskriftsartikel (refereegranskat)abstract
- Events are considered to be effective communication vehicles. Advocacy groups are increasingly using the event platform to communicate competitive messages. This study addresses advocacy groups’ efforts to advance a gender equality agenda by framing Swedish music festivals as biased against women in the news. Relevant news articles were collected and analysed, in which advocacy groups were identified and then interviewed. The findings are discussed in relation to framing theory. Advocacy groups saw a piggybacking opportunity emerging around music festivals, and via frame-building, they were able to influence festival-related publicity. The prominent use of statistics and ‘numbers’ in their framing is emphasized. Furthermore, it is suggested that the gender-framed publicity has contributed to a restructuring of the power relation between the dominant stakeholder and the advocacy groups. It is argued that this shift has contributed to reducing the disparity in the number of males and females performing at festivals.
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| 7. |
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| 8. |
- Jutbring, Henrik
(författare)
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Social marketing through a music festival: Value perceived by festival visitors who reduced meat consumption
- 2018
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Ingår i: Journal of Social Marketing. - 2042-6763. ; 8:2, s. 237-256
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Tidskriftsartikel (refereegranskat)abstract
- Abstract: Purpose The purpose of this paper is to examine a social marketing initiative pursued by the privately owned Swedish music festival Way Out West during 2012-2014. This paper’s aim is to explore how events can support individual behaviour changes, and it seeks to assess the effects of Way Out West, as well as to understand what motivated visitors to change. Design/methodology/approach The theoretical lens of perceived consumer value (Holbrook, 1999) as the individual outcome of a social marketing exchange is used for the analysis. The paper uses a mix of quantitative and qualitative methods; a Web survey (n = 1757) monitors self-reported behaviour over time, and in-depth interviews are conducted with a handful visitors who reduced regular meat consumption. Findings The results of this paper suggest that the initiative was a strong inspiration for 15 per cent of the sample (corresponding to ca. 9,300 festival visitors who decreased their meat consumption 2012-2014). It was evident that these “Decreasers” perceived functional, emotional, social and altruistic value as outcomes of changed behaviour. The paper identifies and discusses links between the adoption of a new behaviour in the temporal non-ordinary setting of a music festival and the endurance of the behaviour in a mundane environment. Originality/value This paper examines self-perceived effects on behaviour that a private social marketing initiative had on consumers. The paper contributes by applying Holbrook’s (1999) theoretical framework of perceived consumer value to empirical context, by investigating hedonic aspects of social marketing consumption in the non-ordinary setting of a music festival. The paper discusses how a temporarily adopted behaviour continues to create value for consumers, when maintained in ordinary life. Keywords: Festivals, Social marketing, Consumer value, Sustainable behaviour change, Vegetarianism Type: Research Paper Publisher: Emerald Publishing Limited Received: 21 March 2017 Revised: 26 September 2017, 08 November 2017 Accepted: 22 November 2017 Acknowledgments: The author would like to extend a “thank you” to the anonymous reviewers and the editor for your valuable input throughout the review process. Thank you Professor Lena Mossberg, Professor Tommy D. Andersson and Erik Lundberg, PhD, for inspiration and creative suggestions. Also, the author would like to thank Professor C. Michael Hall and Dao Truong, PhD, for reading and commenting on early drafts of this paper.
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| 9. |
- Jutbring, Henrik
(författare)
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Social Marketing through Events
- 2017
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- In today’s society, events are used as a mens to achieve a variety of goals, including increased tourism and economic improvement. Events also offer opportunities for communication, both through the visitor experience and through the publicity that is generated. In this line of research, an emerging perspective on events as catalysts of behaviour change has increasingly been addressed by event scholars and is the focus of this thesis. Within the marketing discipline, one field that involves behaviour change is social marketing. Undesired behaviours are targeted for replacement by alternative behaviours that are considered more beneficial from an individual and societal perspective. Social marketing can be directed downstream, which is a direct address of individual behaviours, or upstream, which considers attempts to influence the behaviours of actors who shape the environment in which individuals exist. This thesis describes how downstream social marketing research has shifted from a traditional perspective of influencing individual consumers’ behaviours through the promotion of ideas to a broader perspective that seeks to understand consumers’ search for hedonic or social response in relation to behaviour change. In this direction, this thesis suggests and explores the construct of the experiencescape in the social marketing research field. Scholars have suggested that the upstream direction has traditionally been neglected, and there is a need to advance upstream theory to guide upstream social marketing. Within upstream social marketing, publicity is recognized as an important means to influence policy and policy makers. Events’ capacity to generate publicity and awareness of issues can be utilized for social marketers. To theoretically address this issue, framing theory is introduced in a social marketing context. Through the lens of social marketing, this thesis explores how events can be used to influence behaviour change. A mixed-methods approach is employed to collect case study data from the perspectives of various stakeholders, for instance public organizations, visitors, event producers, advocacy groups. This thesis demonstrates that through the event experience, visitors’ access to alternative behaviours can be temporarily enhanced. The event experience comprises a variety of dimensions that can be used to influence individual consumers’ behaviour. It is argued that experiences of social marketing products in an event setting that contrasts the mundane have implications for perceived consumer value and thus for behaviour adoption and maintenance. It is concluded that events enable social marketing communication beyond traditional information-based promotion. The study also explores how framing theory can guide attempts to use publicity for upstream purposes. As such, this thesis shows how eventgenerated publicity can be framed and thus can be an approach for social marketers. By introducing the theoretical construct of the experiencescape this thesis contributes to expand the area of social marketing. The experiencescape provides a lens that acknowledges consumers’ emotions and search for a hedonic response as central to influencing behaviour. This concept resonates with the emerging perspective of consumer perceived value as a driver of behaviour adoption. Moreover, this thesis contributes by exploring publicity as a means of social marketing. It is concluded that framing theory, particularly the sub-process of frame-building, provides a framework for considering how publicity frames may be approached in upstream social marketing. Finally, practical strategies are discussed regarding stakeholders' use of events to influence downstream and upstream behaviour change. It is suggested that from a social marketing perspective, there is an unleashed potential for destinations to manage event portfolios because in addition to the traditional rationale of using events as a means to achieve economic goals, the intersection between events and a social and environmental agenda for sustainable development provides interesting opportunities. This possibility applies to recurring hallmark events that—by definition—are locally embedded in social and cultural structures.
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