An investigation into the branding of regional event management

Abstract

Regional event management branding is evidently in an emergent phase. Increasingly academics and tourism bodies are focusing on branding in association with places, communities and more recently regions. A new phenomenon o f associating events with locations is being considered to achieve branding of regions and attracting tourism. This is evident in regions such as Australia and New Zealand. The purpose o f the research is to identify key determinants of regional event branding, consequently developing a model of regional event branding. A triangulation approach is used incorporating qualitative, quantitative and action research. The methodology includes an exploratory phase that incorporates: questionnaires, a focus group, and in-depth interviews. More specifically practitioner based research is employed, where the researcher undertakes organisation o f Sligo’s inaugural comedy festival. Practical experience in the field o f event management branding is attained. The results clearly display a number of propositions into regional event management branding. Core constitutes in branding an event are identified in conjunction with a framework o f best practice to guide both professional and non-professional personnel intending on hosting an event. Event management branding is evidently an important area o f interest in a pre emergent growth phase. Other areas are highlighted whereby further investigations into these areas will strengthen the concept and reality of Regional event management branding.