Using Google Scholar for Article Search

The prime objective of the assessment is to write the main theme and concept describe in two peer journal article on event management or event marketing. In this aspect, selection of the topic especially on event management or event marketing has to be selected. Moreover, in order to maintain the authenticity of the assessment finding research paper written by research scholar should be considered. The main theme selected for this assessment is event management. The effective way to search for research papers is on “Google Scholar” which is the major source through which authentic published research papers can be found. There are several features of the Google scholar that can be utilized during the development of the assessment.

There are also options of finding recent papers. Moreover, for evaluation of the article, it is better to select recent papers on the topic that is given for the assignment. In this way, not only the current situation on the selected topic can be obtained but current features for investigation on research can also be obtained. The feature of “Since Year” in Google Scholar shows only recently published papers and by using this feature the year of publications of the research oaoer can also be found. Moreover, there are two more options- “Sort by relevance” and “Sort by date”. The former option show just the new additions of searching articles by relevance of the content of the articles and he later option allow us to select research articles by date. Taken for instance, writing the year 2012 in the “Custom Range” options, articles from the year 2012 and onwards can also be selected.

In addition to that, searching for exact keywords is equally important for finding out relevant research papers. Finding out relevant research articles can be cumbersome initially but searching through some keywords like “event management”, “event management in education”, “sustainable event management” and “event management best practices” in this context can help to find accurate research papers from the assessment. Another way is to put the word “pdf” after the keyword, so that research papers that can be downloaded through Google scholar can accessed easily. In this assessment, two research papers are considered on event management one of which is published in the year 2012 and other is in the year 2016. The first paper is “Strategies for Interactive Communication, with External and Internal Stakeholders, in Events’ Marketing”; whereas the second paper is “How Event Awareness, Event Quality and Event Image Creates Visitor Revisit Intention?: A Lesson from Car free Day Event”.

Event management also illustrates planning of the project or event and it involves identifying the target audience, planning of the logistics of the event and the communication system through which all the stakeholder can share knowledge among them (Jones 2014). Liu et al. (2017) furthermore stated that event management are of different types- seminars, conferences, sports events, inauguration events, team building events and other social events. The first article emphasizes on interactive communication in planning of an even; while, the second article focuses on the effect of event awareness, event image and event quality. Both the themes that is interactive communication and event awareness are equally important as visitors re-visiting can only be ensures of they got attracted for the first tome to attend the event. Moreover, people get to know about the event through effective communication media which is highlighted in the first article. The first article shows that event quality and event awareness do not significantly affect visitors to re-visit an event and thus, proper communication methods should be implemented so that people get more awareness and information regarding the event. The second article however illustrates that human, material and financial resources has also an impact on making an event successful. This assessment thus illustrates the main themes, aims and objectives discussed in each selected article along with some positive and negative perspective discussed in the article will also be represented.

Selecting Relevant Keywords

The major focus of the first article that is “Strategies for Interactive Communication, with External and Internal Stakeholders, in Events’ Marketing” is effective communication that can also be represented through the number of complaints that is addressed during the entire life cycle of the event. Penn et al. (2017) also stated that improper communication results in conflicts among the segments management of the event. On the other hand, the second article “How Event Awareness, Event Quality and Event Image Creates Visitor Revisit Intention?: A Lesson from Car free Day Event” highlighted that people intends to revisit the local events more compared to the big events. Experts also stated that attracting previous visitors for an event is more cost-effective compared to the new visitors. In the first article it is said that, in order to communicate with their visors or target customers, event managers develop communication strategies- media communication and interpersonal communication. Liu et al. (2017) stated that media communication refers to the promotion of the event through posters, flyers, billboards or social media promotions. On the other hand, Daniel et al. (2012) highlighted that people can be make knowledgeable regarding the events through oral promotion, commercial personnel like- exhibitions and fairs and lastly, personnel in contact. In the second article a relationship between the visitor revisit intention and event awareness is highlighted; however, there are no evidence found on the relationship between event images and revisit intention. Thus, it can be said that the agreed on aspect is that event awareness attract visitors to attend the event; whereas, the aspect that event image make visitors to attend the event cannot be agreed.

Furthermore, experts also agreed that customers prefers those brands, who approaches them more closely than others and thus make direct calls and send personal letters or e-mails for invitation allow an event manager to attract more visitors. Some event managers also include famous personalities as special guests so that they can communicate with the audience effectively in the event. On the other hand, Hussein (2016) illustrate that event image impacts the behavioral intention of the visitors; however, there is a relationship between event quality and revisit intention. In the first article, the most agreed upon concept in this article is that financial and human resource materials are important for a successful event management. Moreover, Hatfield (2016) stated that type of event, location where the event takes place, period in which the event occurs and the participation tax impacts the success of the event. Liu et al. (2017) also stated in the article that the internal communication highlights the component of the marketing mix. Internal communication can be make triumphant if the event managers communicate with the audience effectively. On the other hand, the second article illustrates brand awareness that refers to identify the brand under different conditions like- performance and it provides foundation for brand equity. Thus, business has to fortify the brand and reinforce its meaning as failure to which the brand awareness can be diminished. Thus, more the event manages make people aware if the event’s importance and significance, people intend to visit the event more and revisit whenever it occurs.

Analysis of Two Peer-Reviewed Articles on Event Management

Moreover, some of the means that are used for internal communication are- Newsletters in a written form, electronic form, websites, brochures, internal notes and announcements. Daniel et al. (2012) agreed on the fact that organizations that communicate with their employees more can obtain recourse their organization to a wide range of events as these employees are liable to send a diversity of messages to the target audience. In addition to that, event image plays the same role as that of brand image to an organization. Teymourian and Paschke (2016) illustrates that the image of the event on a visitor’s mind is an important role in branding strategy. Hussein (2016) on the other hand stated that event brand loyalty of religious events is highly influenced by brand image. In this study, Getz and Page (2016) agreed that in order to attract visitors to re-visit an event authorities have to take effective steps to impact the cognitive and affective image of visitors. It is also shown that the dimension of customer-based-brand-equity influences the brand quality. Hussein (2016) thus depict that attaining strong perceived quality related to an event provides a strong competitors advantage that also make people to attract towards an event so that they can re-visit the event occasionally.

Conclusion 

The main theme selected for this assessment is event management and the two articles that are selected is communication and raise the event awareness. It can be also be said that not only the communication among the stakeholder is crucial for conducting a successful, but the impact of the event so that people can learn something constructive is equally important. The different between the two articles is that one focuses on the promotion of the event while the other emphasizes on the visitor’s engagement for the event. Brand image on the other hand developed through the visitor’s perception and thus the content of the events, its importance and significance should also play a crucial role in making the event successful. Thus, event managers should focus on building positive image of the event. However, it is also found from the first article that event quality and event awareness do not significantly affect visitors to re-visit an event and thus, proper communication methods should be implemented so that people get more awareness and information regarding the event. The second article however illustrates that human, material and financial resources has also an impact on making an event successful.

Reference list 

Daniel, M., Bogdan, G. and Daniel, Z., 2012. Strategies for interactive communication, with external and internal stakeholders, in events’ marketing. Procedia-Social and Behavioral Sciences, 46, pp.5361-5365.

Getz, D. and Page, S.J., 2016. Event studies: Theory, research and policy for planned events. Routledge.

Hatfield, L.M., 2016. Sponsorship in Marketing: Effective Communication through Sports, Arts and Events.

Hussein, A.S., 2016. How Event Awareness, Event Quality and Event Image Creates Visitor Revisit Intention?: a lesson from car free day event. Procedia Economics and Finance, 35, pp.396-400.

Kang, S.K., Lee, C.K., Kim, M.J. and Shin, C.Y., 2014. The Effect of Community Attachment and Interest and Event Awareness on Impact and Support for the Wellbeing Food Festival, 28(10), pp.31-46.

Liu, L., Zhang, J. and Keh, H.T., 2017. Event-Marketing And Advertising Expenditures: The Differential Effects On Brand Value and Company Revenue. Journal of Advertising Research, pp.JAR-2017.

Liu, W., Sparks, B. and Coghlan, A., 2017. Event Experiences Through the Lens of Attendees. Event Management, 21(4), pp.463-479.

Penn, C., Farnes, K. and Rahmani, F., 2017. Early contractor involvement (ECI) in event planning and management. In Transforming Built Environment Education and Practice: Leveraging Industry Partnerships (pp. 147-156). RMIT University.

Rojek, C., 2014. Global event management: A critique. Leisure Studies, 33(1), pp.32-47.

Stone, M.J., Padron, T.C., Wray, M.L. and Olson, E.D., 2017. Career desires and expectations of event management students. Journal of Hospitality and Tourism Management, 32, pp.45-53.

Teymourian, K. and Paschke, A., 2016. Semantic enrichment of event stream for semantic situation awareness. In Semantic Web (pp. 185-212). Springer International Publishing.

Zamri, M.H., Darson, M.D. and Wahab, A.M.F., 2014. Social media: Credibility, popularity and its benefits towards events’ awareness. Theory and Practice in Hospitality and Tourism Research, p.317.