Perspectives of event leveraging by restaurants and city officials

Perspectives of event leveraging by restaurants and city officials PurposeHosting events can attract visitors to an area and provide an opportunity for local businesses in the host community to benefit economically. Restaurants, in particular, have an opportunity to benefit as food is a necessary expenditure. However, previous research suggests that the intentional attraction of event visitors by local businesses has been minimal. The purpose of this paper is to explore perspectives of event leveraging held by restaurant owners/managers and a destination marketing organization (DMO).Design/methodology/approachData were collected through semi-structured interviews with owners/managers of 16 local restaurants and from three DMO executives in one medium-sized city in Ontario, Canada. Data were analyzed using initial and axial coding.FindingsFindings indicate that restaurants did not engage in event leveraging. Three common reasons emerged to explain their lack of engagement in leveraging, including: a lack of a belief in benefits from leveraging, inconvenient proximity to event venue, and not being prepared for event leveraging opportunities. The DMO had a desire to assist local business in leveraging, but their ability to do so was negatively impacted by a lack of awareness of events being hosted, disengagement by local businesses, and limited resources.Originality/valueFindings suggest that there is a need for DMOs and local businesses to create stronger and more supportive working relationships that address financial and human resources constraints preventing the adoption and success of event leveraging. As part of this approach there is a need for cities to make stronger financial investments in supportive agencies such as a DMO. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Event and Festival Management Emerald Publishing

Perspectives of event leveraging by restaurants and city officials

Loading next page...
 
/lp/emerald/perspectives-of-event-leveraging-by-restaurants-and-city-officials-Moaewd6Z9e
Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1758-2954
D.O.I.
10.1108/IJEFM-01-2017-0003
Publisher site
See Article on Publisher Site

Abstract

PurposeHosting events can attract visitors to an area and provide an opportunity for local businesses in the host community to benefit economically. Restaurants, in particular, have an opportunity to benefit as food is a necessary expenditure. However, previous research suggests that the intentional attraction of event visitors by local businesses has been minimal. The purpose of this paper is to explore perspectives of event leveraging held by restaurant owners/managers and a destination marketing organization (DMO).Design/methodology/approachData were collected through semi-structured interviews with owners/managers of 16 local restaurants and from three DMO executives in one medium-sized city in Ontario, Canada. Data were analyzed using initial and axial coding.FindingsFindings indicate that restaurants did not engage in event leveraging. Three common reasons emerged to explain their lack of engagement in leveraging, including: a lack of a belief in benefits from leveraging, inconvenient proximity to event venue, and not being prepared for event leveraging opportunities. The DMO had a desire to assist local business in leveraging, but their ability to do so was negatively impacted by a lack of awareness of events being hosted, disengagement by local businesses, and limited resources.Originality/valueFindings suggest that there is a need for DMOs and local businesses to create stronger and more supportive working relationships that address financial and human resources constraints preventing the adoption and success of event leveraging. As part of this approach there is a need for cities to make stronger financial investments in supportive agencies such as a DMO.

Journal

International Journal of Event and Festival ManagementEmerald Publishing

Published: Mar 5, 2018

There are no references for this article.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create lists to
organize your research

Export lists, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off