Date of Publication
Event coordinators are constantly faced with the pressures of developing innovative strategies based upon new consumer desires. Because of this, planners need to be aware and receptive of consumer and participant responses. However, it is questionable whether coordinators actually turn these responses into action when planning events. Through an ethnography design with the National Senior Games in Houston, Texas and Rochester, NY, this study seeks to improve the way events are implemented by analyzing data for both intangible and tangible factors. It was found that strong communication between management levels, recruiting the right people to your organization and listening to your audience were essential in producing successful events. Ultimately planners will better be able to segment their targeted audience in large and small markets to produce better overall events.
Pawarski, Ally, "Exploring Intangibles in Event Design" (2011). Sport Management Undergraduate. Paper 21.
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