Balancing value and risk within a city's event portfolio: an explorative study of DMO professionals' assessments
Balancing value and risk within a city's event portfolio: an explorative study of DMO professionals' assessments
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DOI：
10.1108/ijefm-01-2020-0005
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发表时间：
2020-01-01
影响因子：
2.2
通讯作者：
Jutbring, Henrik
中科院分区：
文献类型：
--
作者：
Andersson, Tommy D.;Getz, Don;Jutbring, Henrik
目的 - 本研究旨在推进城市和目的地的活动组合管理的理论和实践。我们与一个城市的专业活动从业者进行了一项实验，以确定他们在活动组合中平衡价值和风险的意见和策略。第一个目标是根据价值和风险对城市中 14 个重复发生的事件进行排名。其次，这些事件被绘制在价值与风险的二维图表中，目的是区分这 14 个事件。第三个目标是描述活动专业人士将其与价值和风险联系起来的活动特征。设计/方法论/方法-结果源自涉及强制Q排序程序和来自以“活动之都”而闻名的城市的专业活动经理的实验。通过持续比较方法分析经验证据，了解为 DMO 工作的 10 名专业人员如何评估活动。调查结果 - 经济影响和形象效应是高价值活动的特征，也是与活动所有者建立关系以进行未来合作的机会。当地社区的参与对于所有活动都很重要。投资组合拟合问题是弱价值事件的常见论点。研究局限性/影响 - 结果基于一个大城市的 10 名 DMO 员工的意见。结论有助于建立事件组合理论。实际意义 - 结果和方法对事件策略师和评估者有用。特别是，涵盖城市和目的地活动的活动组合和政策的管理可以受益于明确平衡风险与感知价值的记录方法。社会影响 - 还建议将组合视角作为分析目的地总旅游景点组合的方法。原创性/价值 - 以前从未研究过从事活动的公务员关于公共价值和风险的意见。持续比较方法产生的结果可应用于管理事件的政策。在理论发展方面，利用金融组合管理、产品组合管理和风险管理的概念来开发事件组合设计和管理，并在此过程中获得权衡的见解。价值与风险二维图表中的事件图清楚地区分了 14 个事件，是原创贡献。
Purpose - This study aims to advance both theory and praxis for event portfolio management in cities and destinations. An experiment has been conducted with professional event practitioners in a city to determine their opinions and strategies for balancing value and risk within their event portfolio. The first objective is to rank 14 of the city's recurring events in terms of both value and risk. Second, the events are plotted in a two-dimensional chart of value versus risk with the objective to differentiate between the 14 events. The third objective is to describe the event characteristics that event professionals associate with value and risk.Design/methodology/approach - Results derive from an experiment involving the forced Q-sort procedure and professional event managers from a city renowned as an "event capital". Empirical evidence is analysed by the constant comparative method of how events are being evaluated by ten professionals working for a DMO.Findings - Economic impact and image effects are characteristics of high-value events as is an opportunity to create relations with event owners for future collaboration. Local community involvement is important for all events. The issue of portfolio fit was a common argument for weak-value events.Research limitations/implications - Results are based on the opinions of ten DMO employees in one large city. Conclusions help build event portfolio theory.Practical implications - The results and methods are useful for event strategists and evaluators. In particular, the management of event portfolios and policies covering events in cities and destinations can benefit from the documented method for explicitly balancing risks with perceived value.Social implications - A portfolio perspective is also suggested as an approach to analyse the total tourist attractions portfolio of a destination.Originality/value - Opinions regarding public value and risk by civil servants who work with events have not been studied before. The constant comparative method produces results that can be applied to policies governing events. In terms of theory development, concepts from financial portfolio management, product portfolio management and risk management are used to develop event portfolio design and management, and insights are gained on trade-offs in the process. The plot of the events in a two-dimensional chart of value versus risk clearly differentiated the 14 events and is an original contribution.