GROWTH AND DEVELOPMENT OF EVENT

MANAGEMENT SECTOR IN DELHI

Synopsis

SUBMITED TO
ANAND KUMAR
LECTURER
INSTITUTE OF HOTEL MANAGEMENT, CATERING &
NUTRITION, PUSA, NEW DELHI

ADARSH MISHRA
2041117012
B.Sc. Hospitality & Hotel Administration 2020-2023
 Introduction
Events have been around eternally.
The word ‘event’ is resultant from the Latin word ‘eventus’ and was originally used to explain big happenings out
of the ordinary.
Management has its extraction in the Latin word ‘manidiare’, which is derived from the Latin word ‘manus’. The
word ‘management’ is used to reveal the movement of organizing a group of people to achieve a preferred
outcome.
Event management is managing an Event. In very simple terminology, managing an Event requires a set of skills
that can be derived with skill, talent and today, there are colleges and institutions that offer event management as a
topic of study and education. Today, the concept of events includes a large mixture of social gatherings, meetings,
sports, shows, and performances. It has become a trend or craze to utilize the word ‘event’ for the whole thing that
is happening. The number of events has matured rapidly and an industry around events has evolved.
Event Management is the practice of analysing, scheduling, marketing, producing and evaluating an event. It is a
diverse way of promoting a product, service or thought. If an event is managed competently and successfully, it
can be used as a very powerful promotional tool to launch or market a product or service. Event Management
requires certain center values to be deployed to every element, method and decision to validate professional
approach and achieve effective and efficient results.
Event management is a form of project management that involves the creation, development, and execution of
processes for the promotion of different types of events. It helps in creating and enlarges events such as fairs,
conferences, festivals, seminars, trade exhibitions, business meetings, and conventions events. The Event
Management industry consist of different types of occasions that diverge from ceremonies, conferences, events,
trade shows, sporting events, etc.
It can also be explained as -
E – Entertainment (Events include leisure with fun, games and information)
V – Venue (Place for conducting the event successfully)
E – Equipment (Technical and non-technical tools, used to run the show successfully)
N – News (News about a new product, movie, activity or offer)
T – Team (Event involves incorporated effort of individuals)
S – Strategy or approach (Various tactics used like financial, marketing, technical and human resources strategy)
Event Management involves studying the intricacies of the brand, identifying the target audience, devising the
event concept, planning the logistics, coordinating the technical aspects before getting down to actually executing
the modalities of the proposed event.
The Event Management industry has emerged as one of the fastest-growing sectors contributing significantly to
Indian economic growth and development. In a globally preferred emerging potential to become one of them.
Due to diverse cultural destination for Event Management, India has significant heritage, abundant natural
resources, and biodiversity, it helps to gain the attraction of foreign travellers to organize the event and to visit the
country.

(Stephen, Hariharan, 2014 - A Book on Event Management)

PAST SCENARIO
In the past decade; The Indian event management industry underwent a dramatic change. Earlier it was considered
as a business of managing wedding décor and catering, but still, nowadays it has redefined and a business that
takes care of every ‘happening,’ be it private or public. Now people want every occasion to be done on a big scale,
hence individuals and Event organizations need to hire professionals to handle the events. Various Event
companies offer vast services like managing, designing, execution, vendor management, product launches, etc. To
manage private activities or public events or any other special occasion, everything needs management. The event
management sector in India is the fastest growing industry in India. To manage private activities or public events
or any special occasion, everything needs management. "Social media" the emergence has significantly
contributed to this sector. Many events such as large-scale the event, award shows, etc. easily gets highlighted not
only in newspapers or T.V but also on multi-dimensional social media platforms through concern individuals.
If we take a look at the statistics, as far as the size of the event management industry is concerned; the Indian
economy has witnessed remarkable growth. As per the expert’s belief, it is just the commencement of a new era;
as it has grown significantly. As per the report, it is expected that the industry will cross Rs 10,000 crore by 2020-
21 as per reports. In 2016-2017 the growth of the industry stood at Rs 5,631 crore and grew at 16% CAGR
(Compound Annual Growth Rate). Digital activation, Exhibitions, Trade shows, rural expansion, product
launches, personal events, government initiatives, etc. can be taken into consideration to be the key growth drivers
for the industry.

(Arora, 2017 - Growth and Development of event management sector in Rajasthan: An Evaluation)

PRESENT SCENARIO
a)The economic aspect of Event Management
• During the FY 2019- 2020, we were operating in an Rs. 10,000 crore industry which primarily included
the events hosted by the corporate world, award functions, concerts, and likewise. The industry was
experiencing a steady growth rate of 12 to 15%. However, post the pandemic, the entire ecosystem has
changed. Over the last two years, owing to the pandemic, the size of the event industry has shrunk to a
mere 20 percent of the original size. We will be back to normal by the year 2022 or even 2023 where
the events industry is expected to witness a growth rate of 25-30% in an ideal scenario.
• The India event and exhibition market (hereafter referred to as the market studied) was valued at USD
3,674.95 million in 2022, and it is expected to reach USD 7,550.05 million by 2027, registering a
CAGR of 12.43% during the forecast period of 2022-2027.
b)Segment-wise revenue contribution
• Digital Events are one of the most widespread and are earning substantial returns for organizers nowadays.
This is expected to contribute around 8% of the total industry revenue. Activations or Product Launches
have the second-highest the potential at 22%. The Managed Events sector has the potential to make 53%
of the total revenue in the coming few years. Property shows account for only 2% of the total number of
events. They contribute, including exhibitions 17% of the industry’s total revenue. Mostly if we talk about
the clients, then 75% of clients of event firms are from corporates, mainly 36 % are Indian companies and,
19% are from global or international. The Government Events and Public Sector Events contribute around
11% of the total Industry Revenue. High Net Worth individuals contribute 9% and associations establish
the remaining 5% clients.
c)Latest trends in Event Management
• A mixed combination of the virtual and real world is becoming continuous in today’s events market.
Modern technology makes it effortlessly available and affordable for the masses and the public. Artificial
Intelligent has played a role from the time of conceptualization of any events until the organizers collect
feedback or event finishes. Crowd finding is a standard today in concerts, flea markets, exhibitions, etc.
Venues are no longer stadiums and fixed; People are expecting to have brainstorm activities in natural
places rather than convention centers. Wedding events are taking place at the fort, forest, spiritual spaces,
and no longer in party plot or banquets. Real-time data is being used for determining the form and
development of events. Event safety is one of the importance of event organizers for any event.

(Gajjar & Parmar, 2020 - The Impact of Covid 19 on Event Management Industry in India)
SIGNIFICANCE
Event management is an omnipresent word in modern society. The word can be used for small business or large
corporate shows or mega shows and also for big international sport events, such as the Olympic Games. The scope
of Events has been widening day by day and the Events & Entertainment Industry today encompasses events like
Fashion & Celebrity shows, Film awards, Celebrity promotions, Road shows, Musical concerts, Bollywood-
shows, Television, Reality shows Company conferences, Banqueting facilities,
Tourist attractions, Sports, Culture, Corporate seminars, Workshops, Exhibitions, Wedding celebrations, Birthday
parties, Theme parties & Product launch. The continuous rise in the number and the scale of all such events has
emerged as the main growth drivers in the sector. Events are playing an increasingly important role in the
Marketing and Communications mix for all companies. Today, Event Management has become an integral part of
any Marketing plan. A huge number of companies have already accepted the benefits of Direct Marketing through
Events. Events are measured as a means to Launch, Advertise or Build a brand.
Our research explores, describes and tries to explain the concise overview of Event Management Sector in Delhi,
their sustainability, how specific events are organized, and the opportunities for a person to enter into an Event
Management Industry.

OBJECTIVE
1. To identify different types of events organised by the event management companies in Delhi.
2. To study the growth strategies of event management companies in Delhi.
3. To identify event management industry as an opportunity for career option.

REVIEW OF LITERATURE
Egresi & Kara, 2014, did a study on “Motives of tourists attending small-scale events: The case of Three
local festivals and events in Istanbul, Turkey” with an objective to investigate whether the existing motivation
scale could be reliably used in a different cultural and economic setting and for small-scale events, using the
methodology were they selected three small-scale events organized in Istanbul in April and early May 2013: an
international film festival, a day-long jazz festival and Justin Bieber’s concert, that was part of a global tour.
Istanbul is a global city with over 13 million inhabitants and hundreds of festivals and events are organized here
every year. Our choice of the three festivals and events was based on the availability of our student research
assistants and on the need to select different types of events, with different demographics and characteristics. A
number of five research assistants were selected and trained to conduct the fieldwork. They were instructed to
approach each “n” participant where “n” was left at the latitude of the assistants and differed for each event. If
the person selected for the survey turned out to be a resident or declined to participate, the assistant moved on to
the next person. In the end, between the three events a number of 209 questionnaires were collected (88 from the
international film festival, 25 from the jazz event and 96 from the pop music concert). The result of the study
found that less than half of the surveyed participants came to Istanbul specifically for the studied event on small-
scale events in Hong Kong. The possible explanation is that both Istanbul and Hong Kong are very big cities
with hundreds of events organized throughout the year and with many other attractions for tourists. Another
important result of our study is that there are differences in the motivations (and the strength of motivations) for
attending different types of events.
Binney et al., 2013, did a study on “Emerging knowledge and innovation in Event Management” with an
objective that events study and its proponents can pursue in light of the rapidly changing global environment. It is
through exploring new ideas and new ways of doing things, as events educators and researchers, can ensure that
the students are well prepared for their careers in the events industry and that both academe and practitioners
collaborate to professionalize the field and foster its credibility from within. A case study methodology was
adopted focusing on music festivals in the USA and Europe describe the pivotal role of social media in the
consumer decision-making journey. Facebook, Twitter, YouTube, online brand communities and relatively new
social media platforms such as Foursquare are all considered in the various stages of the consumer decision
process and incorporated into a new model, which is subsequently tested by the authors using a case study
methodology. The result of the study identifies and discusses ten top consumer trends that may shape the form,
consumption and purpose of festivals and events of the future. The trend analysis includes the increasing need for
exceptional experience in our day-to-day life; the significance attributed to heritage; the pursuit of knowledge and
authentic-seeking; the role of technology as both record and measure of leisure performance. Event management
practitioners must embrace new knowledge domains and innovation in order to adapt to a rapidly changing
business environment and fickle consumer demand.

Wan & Chan, 2013, did a study on “Factors that affect the levels of tourists’ satisfaction and loyalty towards
Food Festivals: A case study of Macau” with an objective to investigate the factors that affect tourists'
satisfaction towards food festivals and explores whether tourists intend to revisit and/or recommend food festivals
to others. On the basis of personal interviews, the factors that influence their satisfaction levels are location and
accessibility, food, venue facility, environment/ambiance, service, entertainment, timing and festival or event size.
Mair & Whitford, 2013, did a study on “An exploration of events research: Event topics, themes and
emerging trends” with an objective to identify and examine emerging trends in event and festival research and
also in the themes and topics being studied in this area, using the methodology, taking an innovative approach,
this paper used an abridged version of Q methodology to seek the opinions of events experts on the topics and
themes that will underpin the future development of an events and festivals research agenda.
The result of the study was, that there are several areas that have been comprehensively researched that include
definitions and types of events, and events logistics and staging. Whitford states that more stress should be given
for the studies on the socio cultural and ecological impacts of events alongside with a better indulgent of the
relationship between events and public policy agendas.
Etiosa , 2012, did a study on “The impacts of Event Tourism on Host Communities: The city of
Pietarsaari” with an objective of how a form of tourism – event tourism can impact on a host community’s
development while also considering the negative side. And putting the case study into play, major events held in
the city of Pietarsaari which have in past time or recently showed the potential for developing the community
socially, culturally and economically will be dealt with, the fact that this research work was carried out to
ascertain how events impact on their host communities, a quantitative method of research could not be applied but
rather a qualitative approach was adopted. But the flexible nature of qualitative research methods made it suitable
for interview within the tourism field. In the course of this research work, the data will be obtained through a
research method known as the quantitative research method. The result of the study was that Event Tourism is a
sector that has all the potentials of developing any tourism destination, or host community/ city. It is like a tool
used in placing a destination at a level where other nationalities and nationals want to imagine with. Host
community can have an impact on hosting the events socio-culturally, environmentally, cost-effectively and
politically. Furthermore, there has to be a lot of cooperation among the organizers, associations and interest
groups concerned within the hosting of events in the community so that there could be more commitment,
dedication and focus towards the goals, objectives of these events and therefore the aspirations of the people for
which the events are meant.
Abiodun, 2011, did a study on “An exploration of events research: Event topics, themes and emerging
trends” with an objective to gain a deeper understanding of how companies use sponsorship in sport events as a
strategic tool in their marketing program. In order to achieve this purpose, the thesis describes and explains
companies’ objectives with sport sponsorship, the threats being encountered by its usage and the reasons why
companies decide to sponsor, the empirical study was conducted by interviews. A company’s personnel, the city
of Helsinki event office. Interview questions were based on the theory used in the project and the interviews
provided information on the reasons why companies decide to go into sponsorship agreement with a sport event.
The result of the study was that, Sponsorship plays an important role during an Event. The companies are capable
to advertise their goods and services while using Sport Events as a podium to reach out to a wider audience target.
Sport marketing is a thriving aspect these days of carrying out marketing strategies so as to have a grip over
competitors and also to have the company viewed in a positive means by both fans and spectators who happen to
be the customers of the sponsoring firms. This can also create awareness about the product to the general public.
Shakeel & Khan, 2011, did a study on “Impact of Guerrilla Marketing on Consumer Perception” with an
objective to identify Guerilla marketing is one of the growing marketing techniques which are used in advertising
industry. Stealth marketing is also a most popular technique use in the Guerilla marketing. There are number of
techniques are used in stealth marketing in which one technique, celebrity marketing is in practice mostly by the
market leaders. This paper seeks to find the significant effect of the Guerilla marketing on the consumer
perception, using the methodology, of reviewing the literature of celebrity marketing and consumer perception, we
develop a questionnaire for the population of 300 graduate and post graduates’ students of universities and
colleges in Islamabad and we select a random sample of 60 students. We take the consumer perception as a
dependent variable and celebrity marketing as an independent variable. We use the simple regression model to
check the significant effect of celebrity marketing on consumer perception. For the study we get the value of “R”
is 0.945, the result of the study, The value of “R” which is 0.945 which shows that celebrity marketing has a
significant effect on consumer perception.

Abbott & Geddie, 2000, did a study on “Event and Venue Management: Minimizing Liability Through
Effective Crowd Management Technique” with an objective to examine the impact of inadequate crowd
management and control, review and analyze legal case studies to determine positive and negative event
management procedures, identify event manager’s liability risks from failures to take appropriate preparations and
actions, and make recommendations on how event/venue man-agers can minimize their liability, the result of the
study was that, there is a necessitate for proper operating procedure and impact of insufficient crowd management
control. As Events are the part of booming industry that continues to grow both nationally and internationally. So,
the enlarge number of attendees makes crowd management a vital part of the planning process for any Event.

Bartoletti , 2013, did a study on “The Importance of Social Media in Their Contribution to The Marketing of
Sport Events” with an objective to find out which communication goals are pursued through electronic channels
to market a sport event. In order to do this, an analysis of the content posted on Facebook fan pages will be
qualitatively analyzed. Also, the author will describe the findings of online interactivity retrieved through a
netnographic research, using the methodology, a qualitative content analysis of relevant information that the
author will find on four different Facebook fan pages for sport events.
Furthermore, a netnographic research of people’s online interaction on Facebook and Twitter will be carried out in
order to understand how marketers communicate through online media and how this communication raises
awareness, increases the sales of tickets or involves the fans in a specific event, the result of the study was that,
Social media marketing campaigns need to be addressed from a psychological angle that permits marketers to see
how consumers respond each to the event as a product and to the marketers themselves, as people.

Reid, 2007, did a study on “Identifying Social Consequences of Rural Events” with an objective to examine the
social; consequences experienced as a result of rural events; in particular, by those subjected to the phenomena the
event stakeholders and to identify new/additional social consequences not previously identified within the
literature, using the methodology that, adopts a constructive approach to the understanding of the phenomena.
This approach acknowledges that perceptions of reality are constructed by individuals. A qualitative research
methodology was used to collect data. Fifty-four in-depth interviews within event stakeholders in three rural
communities within the Southwest Queensland region of the Southern Downs were conducted over a 6-month
period I 2003, the result of the study explains the social consequences of rural Events that can be grouped in five
domains. These are networks and interactions, affective, learning and developing, socioeconomic and physical.
The social nature of events contributes to a positive atmosphere and sense of occasion to be evident within a
community.
Singh et al., 2018, did a study on “Developing Impacts and Indicators for Sustainable Event Management
Using a Triple Bottom Line Approach: A Study of Auto Expo” with an objective to develop impacts and
indicators for a special category event—The Auto Expo—one of the largest automobile events hosted in India.
The study begins with literature review of event evaluation on key indicators of triple bottom line (TBL):
economic, social, and environment. Historical roots of Auto Expo is also reviewed, using the methodology that,
followed by a Delphi survey of experts from event organizers to auto professionals, and from academia to domain
experts. A rigorous three-phase Delphi analysis is conducted following which resulted into 18 impacts and 25
indicators related to Auto Expo. The study also delves into potential methods that could be employed for holistic
TBL evaluation of Auto Expo. Key challenges and issues in this regard are mentioned as well as discussing the
implications of the research for stakeholders toward the end.

Oklevik et al., 2018, did a study on “A Primer on the Assessment of Economic Impacts of Leisure
Events” with an objective the quality of any economic impact assessment largely depends on the adequacy of the
input variables and chosen assumptions. This article presents a direct economic impact assessment of a music
festival hosted in Norway and sensitivity analyses of two study design assumptions: estimated number of
attendees and chosen definition (size) of the affected area, Empirically, the article draws on a state-of-the-art
framework of an economic impact analysis and uses primary data from 471 event attendees, The results show that,
first, an economic impact analysis is a complex task that requires high precision in assessing different monetary
flows entering and leaving the host region, and second, the study design assumptions exert a tremendous influence
on the final estimation. Accordingly, the study offers a fertile agenda for local destination marketing organizers
and event managers on how to conduct reliable economic impact assessments and explains which elements of
such analyses are particularly important for final estimations.

Artis & Lee, 2019, did a study on “Motivations of Federal Workers to Volunteer in Public Sector Special
Events” with an objective that volunteers are considered a core component of special events and they have proved
to be an asset to the execution of special events. Although motivations of volunteers have received a great deal of
attention from many organizations and individuals in the private sector, little research has been done on
motivations of volunteers in the public sector, or within the federal government. Therefore, this article identified
motivational factors that prompt federal government workers to volunteer at a government-related special event. A
survey was used to gather data from a volunteer sample of 263 individuals who had volunteered for public sector
special events in recent years. Exploratory factor analysis and test were employed to establish motivations that
stimulate public sector employees to volunteer for special events and further determine the differences in
motivation between females and males. The results showed that government workers mostly volunteer for
purposive motive and external motive. In addition, gender played significant roles on egotistic and purposive
motives. Thus, this research provides a unique theoretical contribution to research in event management by
advancing our understanding of the process by which factors associated with motivation can lead to federal
government workers volunteering at a government-related special event; subsequently, impacting how event
planners and organizers of public sector special events market to and recruit volunteers.

Daigo & Filo, 2019, did a study on “Using a Sport Event to Create a Sense of Community: Charity Sport
Event Manager Perspectives” with an objective that Charity sport events not only involve completing the
activity, but also the opportunity to bring people together. A variety of research has examined charity sport events’
capacity to foster a sense of community from the participant point of view. The current research examines sense of
community within charity sport events from the event management perspective and advances the following
research question: What do charity sport event managers feel they have put in place to create sense of community
among participants? To address this research question, qualitative data were collected via interviews with 15
charity sport event managers in Japan. An interview guide comprised of six demographic questions, along with
nine questions based upon the sense of community in sport framework was utilized. Five themes were identified
within the interviews: charitable contribution, soliciting feedback from participants, interactive event environment,
supplementary activities, and lack of competition. Two themes from the sense of community in sport framework
that did not emerge across the interviews underscore opportunity for event managers to leverage mobile
applications and online discussion forums to engage participant’s shared interest in sport, as well as enlist leaders
among event participants to serve as advocates. Based on the current results, future research can include managers
from the designated charities aligned with events to assess whether the sense of community created within these
events leads to long-term benefits for the organization.
Nwobodo et al., 2019, did a study on “Business Event Destination Determinants: Malaysia Event
Organizers’ Perspective” with an objective that the choice of destination for a business event is influenced by a
range of attributes, including the event type, location, or number of attendees. This article investigates the
influence of event characteristics on destination selection attributes in Malaysia. Data collected from 261 event
organizers using a simple random probability method were analyzed to test for significant differences between
destination attributes and event characteristics. The findings revealed that the event size and venue have a
significant and direct impact on some destination attributes; however, contrary to previous studies, event type was
insignificant and had no direct impact on destination attributes. The results contribute knowledge on approaches to
improve the marketing of destinations to business event organizers in Malaysia. Furthermore, the results imply
that marketers, who want to optimize strategies to better meet the needs of the Malaysia business event industry,
should align destination attributes with the dimensions of event characteristics.

Armbrecht, 2019, did a study on “An Event Quality Scale for Participatory Running Events” with an
objective that, this study focuses on the perceived quality of participatory event experiences by addressing the
following question: What are the important aspects of the event experience? The aim of this research is to develop
and refine a scale to measure the quality of the event experience for runners at a participatory event. The objective
is to combine, apply, test, and refine the existing scales to increase our understanding of the perceived quality of
events among amateur running athletes. Both affective and cognitive dimensions are included in the scale. Based
on seven dimensions and 36 items, a formal scale development process is adopted. The data consist of 1,923
observations collected during a participatory event with approximately 60,000 registered participants. The seven-
factor model, including immersion, surprise, participation, fun, social aspects, hedonic aspects, and service
quality, was gradually revised in favour of a four-factor solution: service quality, hedonic aspects, fun, and
immersion. As a result, 73.1% of the variance is extracted. This study contributes to a refined scale measuring the
perceived event quality of participatory events. Service quality accounts for more than half of the variance
extracted. Researchers should continue to develop research on the critical experiential dimensions in an event
context. Furthermore, the links between the constructs need attention. The results suggest that event organizers
should evaluate their events and event portfolios based on the scale and take actions to increase the perceived
quality of these events.

Lafuente et al., 2018, did a study on “Exploring Attendance at a Traditional Cultural Event: The Case of a
Holy Week Celebration” with an objective of this article is to explore which factors determine participation in
Holy Week celebrations in the city of Palencia (Spain), measured through the number of processions attended. For
this purpose, an econometric count data model is used. Variables included in the model not only reflect
participants’ sociodemographic features but other factors reflecting cultural capital, accumulated experience, and
social aspects of the event. A distinction is drawn between three types of participants: brotherhood members, local
residents, and visitors, among whom a survey was conducted to collect the information required. A total of 248
surveys were carried out among brotherhood members, 209 among local residents, and 259 among visitors. The
results confirm the religious and social nature of this event, especially in the case of local participants. However,
in the case of visitors, participation also depends on aspects reflecting the celebration’s cultural and tourist
dimension—such as visiting other religious and cultural attractions—suggesting the existence of specific tourism
linked to the event. All of this suggests the need to manage the event, ensuring a balance is struck between the
various stakeholders’ interests and developing a tourist strategy that prioritizes public-private cooperation.

Shipway &Miles, 2019, did a study on “Bouncing Back and Jumping Forward: Scoping the Resilience
Landscape of International Sports Events and Implications for Events and Festivals” with an objective to
critically scope the resilience landscape to help better understand how future studies on international sports events
and venues could be informed by existing work in disaster management and resilience studies. The article
suggests that within the differing benchmarks currently used to define and classify major international sports
events, at present crises and disaster management considerations are largely ignored or underestimated. The article
reviews previous research in crisis and disaster management, highlighting the potential for closer synergies
between both sport and events studies and crisis and disaster management fields. It contributes new knowledge
through the introduction of an international sports events (ISEs) resilience continuum to assist with better
 understanding resilience. The broader implications for events and festivals are highlighted. Although the
interdisciplinary study of crisis, disasters, and emergency management has become increasingly sophisticated, the
identification of synergies and useful concepts in relation to both sport and events studies to inform these areas is
still at an early stage of development. This article adds to the limited body of knowledge on sports events
resilience, and in doing so highlights potential avenues for future research in both sport and events, in terms of
both theory and practice.

Chu & Tseng, 2014, did a study on “Research of Service Innovation on Event Marketing Performance” with
an objective to figure out which hypothesis really works for the customers and whether they are effective or not.
In addition to the aspect of this study is to get to know how to use the “service innovation” to reach the
expectation. This study is an empirical study, which conducted to survey people who provide their experience
for the six aspects.
Finally, our research findings are summarized as follows:
1. it was positive effect on “Information’s Systems Innovation”;
2. it was positive effect on “Service Innovation”;
3. it was positive on “Customer Expectations”;
4. it was positive affect on “Experience Marketing Innovation”;
5. it was positive effect on “Endorsement/Spokesman By Celebrity Innovation”

Hinch & Cameron, 2018, did a study on “Volunteers, Place, and Ultramarathons: Addressing the Challenge
of Recruitment and Retention” Ultramarathons are often hosted in peripheral areas featuring challenging natural
landscapes. Given limited local volunteer pools in these areas, the recruitment and retention of visiting volunteers
is crucial to the sustainability of these events, yet little is known about the importance of the destination or place
in terms of the volunteer experience. Therefore, the purpose of this study was to gain insight into the role that
place plays in volunteer experiences at an ultramarathon in a peripheral area. A case study methodology was
adopted with a focus on volunteers at the Canadian Death Race in Grande Cache (GC), Alberta, Canada.
Semistructured interviews with event hosts, local volunteers, and visiting volunteers provided insight into the
place dimension of the volunteer experiences. In phase 1, interviews with event/community hosts confirmed that
local volunteer retention was challenging due to the growing demands of the event and to local volunteer fatigue.
A systematic thematic analysis in phase 2 found that volunteers were connected to the destination through the
place-based themes of: 1) beauty, 2) remoteness, 3) event, and 4) community. These findings demonstrated that
“place mattered” in the experience of local and visiting volunteers. Therefore, organizers should actively
recognize the importance of place when recruiting and retaining volunteers for these types of events in remote
communities.

METHODOLOGY
Locale - For the proposed study, the research will be done in Delhi.

Sample Size – 10

Tools and Technique – To collect the information for research, Semi-structured Questionnaire Survey method is
adopted in which both open ended and close ended questions will be taken.
.

EXPECTED RESULT
The study will be identifying the following :-
1. Different types of events organised by the event management companies in Delhi will be identified.
2. The growth strategies of event management companies in Delhi will be understood.
3. Event management industry as an opportunity for career option will be identified.

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