Research Methods in Tourism, Hospitality and Events Management

Objectives

1. To analyse the underlying literature to this research, including

consumer behaviour and branding strategies within the events sector

2. To investigate perceptions and attitudes towards persuasive branding

and the impact of repeat purchase using content analysis

3. To measure the influence of design and colour in branding on

Generation Y using a qualitative data method of research

4. To put forward recommendations for further research within the

events sector and make practical recommendations for branding

within the events sector.

Sample

In order to gain rich data, a sample of willing individuals is required to

complete the study. The sample is chosen to reflect those segments of the

population which provide the most meaningful information in relation to

the project objectives. The study requires no specific gender as it is

focused on consumers that attend events, thus the study requires all

participants to have attended an event at any time. Due to time constraints

and access to an ample sample, the sample will be conducted using

University of Plymouth students. The probability of being chosen was

unknown and relies on the researcher’s discretion (Zikmund, 2013). Due

to the nature of events, using a sample of Generation Y would allow the

researcher to understand how consumers of this generation see branding.

Unlike previous peer groups, they have grown up alongside smartphones

and tablets and have been the most eager adopters as new technologies

are released. With this in mind, this sample of the population (Generation

Y) will be shaping the events market in the coming years, thus

understanding what influences them to purchase events is key to selling

events in the future. It is clear that some participants have specific

expertise or experiences within the events sector that can help the

researcher. Creswell (2014) notes that it is up to the researcher to decide

on whether or not the participants need to be knowledgeable in the

subject area. However, in order to make sure that everyone is aware of

the research, questions will be emailed to each participant prior to the

focus group.