A comprehensive evaluation of triggers and catalysts of Word-of-Mouth Marketing for Event Promotion in Event destinations

This Research & Knowledge Exchange Doctoral Project brief summarises our priority areas of research interest under the heading of: A comprehensive evaluation of triggers and catalysts of Word-of-Mouth Marketing for Event Promotion in Event destinations.

We welcome all research degree applications aligned with and in response to this brief.

Project Scope: This research project aims to explore the dynamics of positive word of mouth (PWOM) marketing in the context of events held in event destinations like Cornwall.  The investigation will encompass a comprehensive study of factors influencing the initiation of PWOM, the challenges and issues associated with leveraging PWOM, and the effects of both positive and negative WOM (NWOM). 

Potential Research Questions: 

• What are the primary triggers that stimulate WOM marketing for events in event destinations? 
• How do pricing strategies influence the likelihood of WOM recommendation in event marketing? 
• What are the challenges and issues event organisers face in promoting their events through PWOM? 
• How does NWOM impact event attendance and reputation in the events landscape? 
• Is there a correlation between event type (e.g., music festivals, food fairs) and the effectiveness of WOM marketing? 

Methodologies: 

• Qualitative Research: Begin with qualitative research to identify WOM triggers and attributes affecting event choices. 
• Discrete Choice Experiments: Develop choice scenarios considering various attributes, including pricing, to quantify the influence of these factors on WOM. 
• Structural Equation Modelling (SEM): Utilise SEM to assess the interrelationship between variables affecting WOM marketing in the context of event destinations 
• R Statistical Analysis: Employ R for data analysis, hypothesis testing, and visualisation. 

Event Types in Focus (this is only an example from Cornwall): 

• Music Festivals (e.g., Boardmasters, Eden Sessions) 
• Food and Drink Festivals (e.g., Falmouth Oyster Festival) 
• Cultural Celebrations (e.g., St. Piran's Day Parade) 

This research will provide valuable insights for event organisers in event destinations and beyond, helping them optimise their WOM marketing strategies, mitigate negative WOM, and enhance event success. 

Projects deriving from this brief are expected to sit within the Research & Knowledge Exchange strategy and the following department.

All successful research degree project proposals must emphasise a clear alignment between the project idea and our Research & Knowledge Exchange strategy.