ABSTRACT

The aim of the research is to analyse the use of digital strategy in the events industry. Digital strategy has been used in various other organisation. It has had a high success rate in most of these organisations, as it has said that there are 15% chances of an individual becoming consumer of the set product or services after it is known through digital platforms (Hudson and Hudson 2013). The use of digital strategy in the event industry is said to have made an impact especially in the music festival industry where it is now found that most music festival industry align to the digital strategy in their marketing strategy for better results. A research was carried out on this, using questionnaires, most feedback came out with the conclusion that digital strategy added to the marketing strategy in a positive way. The use of digital strategy can promote success in the event industry, specifically in the music festival industry. Also cases studies were discussed to reveal whether the use of digital strategy enable growth in the industry. It was concluded that it does enable growth when aligned with other strategy like sponsorships and traditional media. Though digital strategy is relatively new to the field it has made basic impact in growth of the industry

TABLE OF CONTENT

ABSTRACT.....................3

ACKNOWLEGEMENT....4

LIST OF FIGURES.........7

CHAPTER 1....................8

1. INTRODUCTION......8

1.1 RATIONALE..........9

1.2 AIM......................10

1.3 OBJECTIVE........10

1.4 THE PROPOSED METHODOLOGY.................11

1.5 LIMITING AND DELIMITING FACTORS...........12

1.51 LIMITING FACTORS....................................12

1.52 DELIMITING FACTORS...............................13

1.6 OUTLINE OF THE ORGANISATION OF THE STUDY....................................13

CHAPTER 2..................14

2. LITERATURE REVIEW....................14

2.1 HISTORY OF THE MUSIC FESTIVAL INDUSTRY...............15

2.2 MARKETING CONCEPT...................................18

2.3 MARKETING MIX192.4 REASON FOR MARKETING AN EVENT..........19

2.5 THE NEED FOR MARKETING IN A FESTIVE EVENT....................................20

2.6 PROCESSES FOR MARKETING EVENTS......20

2.7 TAKING MARKETING DECISIONS..................21

2.8 SOCIAL MEDIA IN THE SERVICE ORGANISATION......................................22

2.9 THE USE OF DIGITAL STRATEGY IN THE MUSIC FESTIVAL INDUSTRY..22

2.91 THE USE OF SOCIAL MEDIA IN A MUSIC FESTIVAL..............................23

2.92 THE USE OF TRADITIONAL MEDIA IN A MUSIC FESTIVAL...................24

2.93 THE USE OF BOTH TRADITIONAL AND SOCIAL MEDIA IN VARIOUS MUSIC FESTIVALS......25

2.10 SUMMARY........27

CHAPTER 3..................31

3. METHODOLOGY...31

3.1 RESEARCH THEORY......................31

3.2 RESEARCH PHILOSOPHY...............................32

3.3 REASEARCH STRATEGY................................33

3.4 RESEARCH CHOICE........................................34

3.5 RESEARCH JUSTIFICATION...........................35

3.6 RESEARCH PROCEDURES.............................36

3.7 LIMITATION TO RESEARCH METHODOLOGY................37

CHAPTER 4..................39

4. RESULTS...............39

4.1 RESULTS FROM QUESTIONNAIRE AND CASE STUDY..............................39

4.2 RESULTS ON QUESTIONNAIRE.....................39

4.3 RESULTS ON THE USE OF SOCIAL MEDIA IN A MUSIC FESTIVAL...........42

4.4 RESULTS ON THE 5 CASE STUDY.................45

4.5 SUMMARY..........47

CHAPTER 5..................49

5. DISCUSSION.........49

5.1 THE QUESTIONNAIRE AND CASE STUDY....49

5.2 HAS THE USE OF DIGITAL STRATEGY REFORMED THE MARKETING OF THE MUSIC FESTIVAL EVENTS?.....50

5.3 IN WHAT WAY HAS DIGITAL STRATEGY REFORMED THE MARKETING OF MUSIC FESTIVAL EVENTS?.......51

5.4 HAS THE MUSIC FESTIVAL EVENTS INDUSTRY ACHIEVED GROWTH DUE TO DIGITAL STRATEGY?.......52

5.5 HAS SOCIAL MEDIA AIDED TO THE POSTIVE CHANGE OF THE MUSIC FESTIVAL EVENT?..53

CHAPTER 6..................54

6. CONCLUSION AND RECOMMENDATION.........54

6.1 CONCLUSION....54

6.2 RECOMMENDATION..........55

EVALUATION OF STUDY AND SCOPE FOR FURTHER RESEARCH...................56

REFERENCES.............58

APPENDICES...............60

APPENDIX 1 - QUESTIONNIARE...........................60

APPENDIX 2 – RESULTS COMPILATION.............62

APPENDIX 3 – ETHICAL CONSIDERATIONS.......66

APPENDIX 4 - INFORMATION SHEET FOR INTERNATIONAL EVENTS MANAGEMENT SALFORD BUSINESS SCHOOL..70

APPENDIX 5 - CONSENT FORM FOR INTERNATIONAL EVENTS MANAGEMENT SALFORD BUSINESS SCHOOL..72

LIST OF FIGURES

1.1 THE USE OF SOCIAL MEDIA IN AN ORGANISATION 40

1.2 RESPONSE TO THE USE OF SOCIAL MEDIA IN EVENTS 41

1.3 TOTAL RESPONSE TO THE USE OF SOCIAL MEDIA IN AN ORGANISATION 42

1.4 NUMBERS OF RESPONDENT WHO ATTENDED MUSIC FESTIVAL 43

1.5 TOTAL WHO AGREED TO SOCIAL MEDIA/ NOT AGREED 44

1.6 ATTENDED MUSIC FESTIVAL