Chapter 7 Don’t Believe the Hype? Concepts, causes, and effects of event mis marketing
Published: May 2022
Component type: chapter
Published in: Events Mismanagement
Parent DOI: 10.23912/9781915097101-4980
The ubiquitous availability and use of digital and social media combined with the transitory nature of live events offers fertile ground for event mis-marketing. When event marketing efforts fail through over-promising but under-delivering, the negative impact potentially affects not only the event’s own brand, but also that of the venue, the event sub-sector, and the events industry more widely. Live events are classic service goods (Parasuraman et al., 1985; Brassington & Pettitt, 2006) that are intangible, inseparable, heterogeneous, perishable, and lack ownership. As service goods, live events are particularly vulnerable to gaps between user perceptions and perceived experiences (Fitzsimmons & Fitzsimmons, 2013). As symbolic goods (Bourdieu, 1985) live events play a significant role in post-industrial production and consumption. In this chapter we propose that the ephemeral and often speculative nature of live events combined with the ubiquitous availability of digital marketing tools together provide fertile ground for events marketing mismanagement, as illustrated by failed events such as the Fyre Festival (Burrough, 2017). Typical event marketing errors include dissonance in attendee expected and perceived quality, miscalculation of demand (volume and flow), dilution of original event objectives, and poor complaint handling.
- Peter Vlachos, University of Greenwich (author) https://orcid.org/0000-0002-4870-9006
For the source title:
- Tim Brown, University of Chester (editor) https://orcid.org/0000-0002-8654-8952
- Phil Higson, Chester Business School (editor)
- Lindsey Gaston, Liverpool John Moores University (editor) https://orcid.org/0000-0002-5706-1635
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