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The Concept of Using Reflexivity Theory to Examine the Perception of Sustainable Efforts Towards Event Greening

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Event management is all about the experience. People who attend events do so because they view an event as something unique and enjoyable. This study is focused on event greening which begins with education of the attendees on what are the characteristics of a “green event.” Due to the phenomenological nature of events, the researchers used both quantitative and qualitative measures to examine the perception of event attendees on sustainable efforts of event greening. The qualitative part of the study employs the reflexivity theory. The result of reflexivity in social science research has become a tool used to answer wider political debates or ethical issues in relation to the research interaction in particular within an interview society. It is unlikely that the popularity of the research interview will decrease, particularly as negotiations over access and ethical practices make more intimate or prolonged forms of research extremely difficult to undertake. Social research has highlighted the importance of the knowledge construction in relation to the research efforts itself which gives emphasis on the increasing importance of reflexivity. A discussion of participant reflexivity has been debated as researcher-orientated. This notions of reflexivity can often influence the outcome of the interview sessions. Reflection is an important component of reflexivity, it is understood as a tool one may use to as a consideration to relate their actions to the social world. However, a fundamental re-questioning is also required in using reflexivity to get the essence of one’s knowledge within a given context. The skill of questioning to inform or shape current or subsequent practice is needed to achieve this objective. Most importantly, the researcher must not be exclusively able to engage in reflexive practices to obtain the information needed for the qualitative analysis. On the other hand, larger debates regarding the future of the social sciences has featured reflexivity being used more frequently. Therefore, the researchers will attempt to relate the reflexivity theory in the context of event management. These researchers will determine the attendees’ perception on sustainable efforts towards event greening and how the elements of reflexivity influences their perception when attending a green event.
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Keywords: Event Greening; Event Management; Green Event; Perception; Reflexivity Theory

Document Type: Research Article

Affiliations: 1: Faculty of Business and Management, Universiti Teknologi MARA, Puncak Alam 42300, Malaysia 2: Razak School of Engineering and Advanced Technology, University Technology Malaysia, 54100 Kuala Lumpur, Malaysia 3: Institute of Business Excellence, Universiti Teknologi MARA, Shah Alam 40000, Malaysia

Publication date: November 1, 2017

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  • ADVANCED SCIENCE LETTERS is an international peer-reviewed journal with a very wide-ranging coverage, consolidates research activities in all areas of (1) Physical Sciences, (2) Biological Sciences, (3) Mathematical Sciences, (4) Engineering, (5) Computer and Information Sciences, and (6) Geosciences to publish original short communications, full research papers and timely brief (mini) reviews with authors photo and biography encompassing the basic and applied research and current developments in educational aspects of these scientific areas.
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