INTERNATIONAL EVENTS

Critical Analysis of the Role of Event Design in the International Event Industry



Critical Analysis of the Role of Event Design in the International Event Industry

Enduring involvement is an important marketing construct because of its direct and indirect effects on behavioral loyalty? including the duration? frequency? and intensity of play (Berridge 2007). Berridge (2007) found that personal and social factors are antecedents to involvement? which in turn affects psychological commitment? which in turn affects behavioral loyalty. Personal antecedents include values? attitudes? motivation? needs? skills? and intrapersonal constraints. Social-situational antecedents include social support? social norms? and structural constraints (Berridge? 2007).

These personal and social-situational factors also serve as moderators between commitment and the behavioral loyalty factors. Transcendental measures (i.e.? communitas and flow) were not used in their model as such as either antecedents or moderators. Nor was there comparison made of the influence of social and individual factors; our study investigates these issues. To a limited extent? transcendental and peak experiences have been explored in enduring involvement and experiential studies. Brown? S? James? J (2004) found that flow can occur in both situational and enduring involvement contexts when dealing with mediated environments. Brown? S? James? J (2004) found that creating compelling online experiences positively correlates with fun and participatory experiences and negatively correlates with work-related activities (Berridge? 2007).

Enduring Involvement

Enduring involvement has been used to capture a long-term enthusiasm for a particular activity. Haahti? A? and Komppule? R (2006)? in the context of products? suggested that enduring involvement is the degree to which the product relates to the self or the pleasure one receives from the product. Harris? R? Harris? K? and Baron? S (2003 ) suggested that enduring involvement includes a deep interest and enjoyment in a product or activity? in which one totally identifies oneself with this activity. Enduring involvement has been found to be a multidimensional construct? largely focused on the concepts of three Dimensions of experience and hedonism (Matthews 2008) or the closely related concepts of personal relevance and enjoyment. Generally speaking? enduring involvement is intrinsically motivated by the degree to which the product or activity is related to the individual's self-image and the pleasure received from product use or from engaging in an activity (Brown? 2004).

Research has indicated that these dimensions? whatever they may be termed? can be viewed separately in terms of their relationships with other constructs. In McColl Kennedy and Morgan (2006) work? enduring involvement encompassed importance and interest. They found that consumers are more influenced by the perceived importance of the product than by their interest in the product in terms of external search (Brown? 2004). Thus? separation of the dimensions of enduring involvement is becoming the norm.

Flow

Flow has been described as optimal experiences in people's lives when they experience deep joy and satisfaction or when people experience a "state of mind when consciousness is harmoniously ordered? and they want to pursue whatever they are doing for its own sake". This suggests that people should recall such optimal experiences hours if not days ...