An impact evaluation framework: Local government community festivals

This article brings together the author's previous research and consultancy along with a review of literature from several disciplines to develop a framework that summarizes the concepts, methods, and processes required to successfully evaluate the impacts of local government community festivals. Events and festivals are a relatively underresearched area but have experienced a growing amount of public sector expenditure. The framework developed and presented here is in response to the need to encourage greater evaluation of this activity and in doing so recognize the complexity of the process. The impacts of many such festivals are diverse (economic, social, environmental), far reaching (local, national, international), and long term. The evaluation of these impacts, therefore, requires an understanding of the concepts involved and the development of a range of tools and methods. The proposed framework is informed by the empirical research, theory, and practice in the areas of information systems, marketing communications, event studies, and public sector evaluation. Bringing together these distinct but related fields of study has enabled the development of a comprehensive and novel approach to event impact evaluation. Copyright © 2009 Cognizant Comm. Corp

Music festival motivation in China: free the mind

This paper explores the extent to which music festival attendance is ‘universally’ motivated or determined by the Chinese cultural and socio-political context. A novel qualitative approach was employed comprising observation of social media conversations and ‘chat room’ interviews with members of a festival online community. Seven motivators were identified, some similar to those in Western studies but others more specific to festival-goers in Mainland China. The culturally specific motivators were identified as ‘spiritual escape’ and ‘spiritual pursuit’ and the universal motivators as ‘togetherness’, ‘love of the music’, ‘novel experience’, ‘music sharing’ and ‘educational enrichment’. This paper focuses on the two culturally embedded motivators only. The implications of the study are that, although, growing, there are still very few music festivals featuring ‘pop’ or ‘western’ style music and these few are relatively new to Chinese people. Their attendance at them is, therefore, motivated differently to attendees at similar festivals in western countries. These motivating factors are mediated by the particular social, political and cultural factors at work in this complex country. The findings indicate that although many of the motivational factors for attending a music festival appear to be universal, there are clearly factors which are culturally bound and therefore unique to the cultural context. These differences appear to be created by the social constraints, rapidly changing economy and the many contradictions inherent in modern Mainland China. These conditions create a greater contrast between everyday life in Mainland China and the liminal hedonistic space provided by the festival. Further research is needed to validate theses initial findings within China and to explore how rock music festival motivations differ in other non-western cultures

Capturing emotions: experience sampling at live music events

Purpose – Using techniques developed mainly in subjective well-being and “happiness” studies, the purpose of this paper is to discuss the applicability of these and related methods for understanding and evaluating the emotional responses experienced within the live music event environment. Design/methodology/approach – The concept of “experience” is debated and set within the context of music events designed to create a specific type of emotional experience for the attendees. The main tools for researching experiences over a time period are considered focusing on the “experience sampling method” (ESM) (Csikszentmihalyi, 1997) and the “day reconstruction method” (Kahneman et al., 2004). These methods are critiqued in terms of their usefulness and practicality as research tools in the study of audience emotions. Findings – A revised method was then developed and a small-scale trial undertaken at a live music event, the results of which are presented and discussed. A conceptual model illustrating the interconnectedness of experience is introduced as an example of the application of the data gathered through this method to theory development. The paper concludes by reflecting on both the methodological appropriateness and practicality of ESMs as a way of gathering valuable data on the emotions engendered by events. Research limitations/implications – An obstacle yet to be overcome is using this data to predict attitudinal and behavioural change related to arts marketing goals. However, studies in other areas have clearly shown that emotional response is a significant indicator of future behaviour suggesting that the potential is there. Practical implications – The trialled method provides a useful starting point for better understanding the complexity of emotional effects triggered at live music events. Originality/value – The paper concludes that an adaptation of these methods has the potential to provide much needed rich and credible data on the feelings and emotional reactions triggered by different elements of a live event

Exploring the festival lived experience: A basis for social marketing interventions promoting responsible alcohol consumption

Policy interventions and social marketing campaigns to educate young adults of the risks associated with excessive amounts of alcohol have gained momentum. Yet many young adults engage in risky drinking behavior; especially at hedonic social gatherings. The authors affirm there has been growth in music festivals yet the relationship with alcohol, the shared emotional experience and the increased promotion of alcohol through this vehicle is limited. Therefore, we explore this phenomena using real-time data from festival attendees through experience sampling (ESM), photo-elicitation techniques and post-festival qualitative expositional interviews to inform and guide policy initiatives. The findings show that extreme drinking is considered an essential part of the festival experience, is encouraged by peers and not discouraged by the festival organisers or alcohol brands. However, of greater importance is the evidence of self-reguation and a clear understanding of the dangers of ‘over’ consumption. It is recommended that public policy makers regulate music festivals in terms of alcohol sponsorhip and that social marketing campaigns harness ‘camaraderie-style’ approaches as collective influence and peer pressure has great potential to change alcohol behavior in a positive way

Remembering together: the importance of shared emotional memory in event experiences

Drawing upon the wider literature in the psychology and sociology of emotions and memory this study provides new insights into the formation and role of shared emotion in the memory of event experiences. The methodology draws together several data collection methods in order to capture the complexity of emotional response. Thick data are gathered from a single case study friendship pair using a combination of short surveys, physiological measures, photo elicitation, and paired interviews to provide a detailed understanding of the experience from anticipation to recollection and reflection to response. The longitudinal data show that what was felt at the time changes considerably in recollection often becoming more intense as time passes and it is the act of sharing these memories that appears to intensify and alter them. This suggests that the often flawed and certainly mediated memory of the experience has a more influential role to play in attitude formation than previously thought. Furthermore, it is the desire for a feeling of emotional congruity that creates and strengthens this emotional response in remembering. The mediated memory of the attendee experience, therefore, has more influence on behaviour than the reality of the experience. It is recommended that event marketers use this understanding to design opportunities, beyond the experience, in which memories can be created and shared

Electrodermal activity measurement within a qualitative methodology: Exploring emotion in leisure experience

Purpose - Reflecting, reliving and reforming experiences enhances the longer-term effects of travel and tourism, and has been highlighted as an important aspect in determining loyalty, re-visitation and post-consumption satisfaction. The purpose of this article is to develop new methodological approaches to investigate emotion, memory creation, and the resulting psychosocial effects. Design/methodology/approach - The paper proposes a unique combination of physiological measures and photo-elicitation based discussions within a longitudinal design. A physiological measuring instrument (electrodermal activity tracking technology through Empatica E4 wristbands) is utilised to capture the ‘unadulterated’ emotional response both during the experience and in reliving or remembering it. This is combined with post experience narrative discussion groups using photos and other artefacts to give further understanding of the process of collective memory creation. Findings - EDA tracking can enhance qualitative research methodologies in three ways: through use as an ‘artefact’ to prompt reflection on feelings, through identifying peaks of emotional response and through highlighting changes in emotional response over time. Empirical evidence from studies into participatory arts events and the potential wellbeing effects upon women over the age of 70 are presented to illustrate the method. Originality/value - The artificial environment created using experimental approaches to measure emotions and memory (common in many fields of psychology) has serious limitations. Our paper proposes new and more ‘natural’ methods for use in tourism, hospitality and events research, which have the potential to better capture participants’ feelings, behaviours and the meanings they place upon them

Reminiscence and wellbeing – reflecting on past festival experiences during Covid lockdowns

Purpose To explore the value in reminiscing about past festivals as a potential way of improving wellbeing in socially isolated times. Design/methodology/approach The paper uses previous research on reminiscence, nostalgia and wellbeing to underpin the analysis of self-recorded memory narratives. These were gathered from 13 pairs of festivalgoers during Covid-19 restrictions and included gathering their individual memories and their reminiscences together. The participant pairs were a mix of friends, family and couples who had visited festivals in the UK, Finland and Denmark. Findings Four key areas that emerged through the analysis were the emotions of nostalgia and anticipation, and the processes of reliving emotions and bonding through memories. Research limitations/implications Future studies could take a longitudinal approach to see how memory sharing evolves and the impact of this on wellbeing. The authors also recommend undertaking similar studies in other cultural settings. Practical implications This study findings have implications for both post-festival marketing and for the further development of reminiscence therapy interventions. Originality/value The method provides a window into memory sharing that has been little used in previous studies. The narratives confirm the value in sharing memories and the positive impact this has on wellbeing. They also illustrate that this happens through positive forms of nostalgia that centre on gratitude and lead to hope and optimism. Anticipation, not emphasised in other studies, was also found to be important in wellbeing and was triggered through looking back at happier times

Probing temperature- and solvent-dependent protein dynamics using terahertz time-domain spectroscopy

The effect of temperature on the terahertz-frequency-range material properties of lyophilized and single-crystal hen egg-white lysozyme has been measured using terahertz time-domain spectroscopy, with the results presented and discussed in the context of protein and solvent dynamical and glass transitions. Lyophilized hen egg-white lysozyme was measured over a temperature range from 4 to 290 K, and a change in the dynamical behaviour of the sample at around 100 K was observed through a change in the terahertz absorption spectrum. Additionally, the effect of cryoprotectants on the temperature-dependent absorption coefficient is studied, and it is demonstrated that terahertz time-domain spectroscopy is capable of resolving the true glass transition temperature of single-crystal hen egg-white lysozyme at 150 K, which is in agreement with literature values measured using differential scanning calorimetry

GMR at THz frequencies in coplanar waveguides

Tapered THz coplanar waveguides (CPWs) formed from Co/Cu multilayers with embedded low-temperature-grown gallium arsenide photoconductive switches were designed in order to observe giant magnetoresistance (GMR). Pulsed THz radiation was excited using the switches, and was transmitted through both straight and tapered CPWs. GMR-induced changes in the transmitted THz pulse amplitude were demonstrated