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Use of Social Media for New Service Development by Finnish Event and Festival Organizers

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This article explores how event and festival (EF) managers use social media in new service development (NSD), in what phases of NSD consumers are involved, and in what way the customer contributions are used in order to influence the different phases of service development. The empirical data for the study were collected by electronic survey from Finnish cultural and sports EF organizers, and complemented with phone interviews. The study revealed that Finnish EFs use the most common social media tools in everyday operations, particularly for marketing purposes. They have recognized the possibilities to use social media in NSD and have also acknowledged the benefits customer involvement in NSD can bring. Most commonly, customers are involved in the first and final stages of the NSD process. Constraints for web-based NSD was also found. This study brings information about the possibilities of social media in NSD in EF context that may help the organizers and developers to plan and develop the management strategies. Results also show that in the future there may be demand for additional training for EF organizers related to the usage of social media. This study also has limitations. The response rate was rather low, and larger samples should be used in the future. It would also be useful to interview diverse EFs using social media in NSD purposes in the future. The study was conducted only in Finland and thus the results cannot be internationally generalized.
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Keywords: CUSTOMER INVOLVEMENT; EVENTS AND FESTIVALS (EF); FINLAND; NEW SERVICE DEVELOPMENT (NSD); SOCIAL MEDIA

Document Type: Research Article

Publication date: September 13, 2016

More about this publication?
  • Event Management, an International Journal, intends to meet the research and analytic needs of a rapidly growing profession focused on events. This field has developed in size and impact globally to become a major business with numerous dedicated facilities, and a large-scale generator of tourism. The field encompasses meetings, conventions, festivals, expositions, sport and other special events. Event management is also of considerable importance to government agencies and not-for-profit organizations in a pursuit of a variety of goals, including fund-raising, the fostering of causes, and community development.
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