1. Introduction
Event management is the art of planning and coordinating events. It encompasses the creation and execution of successful events. An event manager has to plan the budgeting, scheduling, site selection, transportation and parking facilities, decorations, etc. The success of event management depends on functions such as event planning, execution, logistics and coordination, risk management, evaluation and post-event analysis, and maintaining client relationships.
2. Review of Literature
- Singh (2020), in her article entitled “Sustainability in Event Management: A Case Study of Indian Events”, explored the concept of sustainability in event management, with a focus on how Indian events can adopt eco-friendly practices and contribute to environmental conservation.
- Sharma and Arora (2018), in their book entitled “Event Management and Marketing: Theory, Practical Approaches and Planning”, explained the basic principles of each topic covered in event management. The main purpose of this book is to help the reader understand the phenomenal growth of the event management industry.
3. Research Methodology
The study is both descriptive and analytical in nature. The required data for the study were collected from both primary and secondary sources. The sample was selected using the convenience sampling method. First-hand information pertaining to the event managers was collected from 50 respondents. The chi-square test and the Garrett ranking technique have been used for the study.
4. Objectives of the Study
- To understand the concept, the role of creativity and the various types of event management.
- To know about the roles and responsibilities of the people involved in planning and delivering events.
- To analyse the financial problems faced by event managers.
5. Demographic Background of the Respondents
| Sl. No. | Demographic background | Category | No. of respondents | Percentage (%) |
|---|---|---|---|---|
| 1 | Age | Below 25 | 30 | 60 |
| 25–35 | 16 | 32 | ||
| 35–45 | 2 | 4 | ||
| Above 45 | 2 | 4 | ||
| Total | 50 | 100 | ||
| 2 | Marital status | Married | 10 | 20 |
| Unmarried | 40 | 80 | ||
| Total | 50 | 100 | ||
| 3 | Education | Below SSLC | 2 | 4 |
| SSLC | 2 | 4 | ||
| HSC | 6 | 12 | ||
| Graduate | 21 | 42 | ||
| Postgraduate | 6 | 12 | ||
| Diploma | 13 | 26 | ||
| Total | 50 | 100 | ||
| 5 | Employment status | Employed full-time | 28 | 56 |
| Employed part-time | 22 | 44 | ||
| Total | 50 | 100 | ||
| 6 | Experience | Employed full-time | 28 | 56 |
| Employed part-time | 22 | 44 | ||
| Total | 50 | 100 | ||
| 7 | Annual income | Less than 50000 | 9 | 18 |
| 50000–100000 | 12 | 24 | ||
| 100000–200000 | 20 | 40 | ||
| More than 200000 | 9 | 18 | ||
| Total | 50 | 100 |
Table 1 summarizes the demographic background of the respondents. It is identified from the analysis that the majority of the respondents, 30 (60%), come under the age group of below 25 years. It is clear that the majority of the respondents, 40 (80%), are unmarried. It shows that 42% are graduates. It explains that 28 (56%) of the respondents are employed full-time. It reveals that 29 (58%) of the respondents have 1–5 years of experience working in the event management field. Of the respondents, 40% earn an annual income of 100000–200000.
6. Process of Event Management
| Event management process | Sl. No. | Attributes | Frequency | % |
|---|---|---|---|---|
| Concept of event management | 1 | Planning and coordinating to create a successful event | 17 | 34 |
| 2 | Creating memorable experiences | 23 | 46 | |
| 3 | To meet specific objectives and audience needs | 10 | 20 | |
| Total | 50 | 100 | ||
| Creativity incorporation | 1 | Through unique themes, décor, entertainment choices | 20 | 40 |
| 2 | By designing interactive experiences and activities | 16 | 32 | |
| 3 | By collaborating with artists, designers | 7 | 14 | |
| 4 | Personalization and customization | 7 | 14 | |
| Total | 50 | 100 | ||
| Measurement of success | 1 | Attendee numbers | 10 | 20 |
| 2 | Audience feedback | 19 | 38 | |
| 3 | Financial performance | 14 | 28 | |
| 4 | Satisfaction survey | 7 | 14 | |
| Total | 50 | 100 | ||
| Responsibilities of the event manager | 1 | Setting event goals and objectives | 23 | 46 |
| 2 | Budgeting and financial management | 16 | 32 | |
| 3 | Coordinating logistics and set-up | 11 | 22 | |
| Total | 50 | 100 | ||
| Skills of the event manager | 1 | Organizational skills | 14 | 28 |
| 2 | Communication skills | 12 | 24 | |
| 3 | Problem-solving skills | 11 | 22 | |
| 4 | Creativity | 13 | 26 | |
| Total | 50 | 100 | ||
| Satisfaction level | 1 | Very satisfied | 1 | 32 |
| 2 | Satisfied | 3 | 40 | |
| 3 | Neutral | 10 | 20 | |
| 4 | Dissatisfied | 3 | 6 | |
| 5 | Very dissatisfied | 1 | 2 | |
| Total | 50 | 100 |
Source: Primary data.
From Table 2, it is observed that the largest group of respondents (46%) define “Creating memorable experiences” as the concept of event management, and 20% of them define it as “To meet specific objectives and audience needs”. Of the respondents, 40% incorporate creativity in event planning “Through unique themes, décor, entertainment choices”, and 14% each agree with “By collaborating with artists, designers” and “Personalization and customization”. It is found that 38% and 28% of the respondents measure the success of an event through “Audience feedback” and “Financial performance”, respectively. The table indicates that 46% of the respondents said that “Setting event goals and objectives” is their prime responsibility in the field of event management. The largest group of respondents (28%) think that “Organizational skills” are essential to becoming a successful event manager. It is observed from the analysis that the largest group of respondents, 20 (40%), are “Satisfied” with their present job.
7. Relationship Between Income and Measurement of Success
Hypothesis (H1): There is a significant relationship between annual income and the measurement of success.
| Annual income | Measurement of success | Total | |||
|---|---|---|---|---|---|
| Attendee numbers | Audience feedback | Financial performance | Satisfaction survey | ||
| Less than 50000 | 2 | 3 | 3 | 1 | 9 |
| 50000–100000 | 3 | 5 | 2 | 2 | 12 |
| 100000–200000 | 4 | 8 | 5 | 3 | 20 |
| More than 200000 | 1 | 3 | 4 | 1 | 9 |
| Total | 10 | 19 | 14 | 7 | 50 |
| Calculated value | 2.45 |
| Degrees of freedom | 9 |
| Table value | 16.919 |
Since the calculated value (2.45) is less than the table value (16.919), the alternative hypothesis (H1) is accepted; this means there is a significant relationship between the variables.
8. Relationship Between Age and Creativity Incorporation
Hypothesis (H1): There is a significant relationship between age and creativity incorporation.
| Age | Creativity incorporation | Total | |||
|---|---|---|---|---|---|
| Unique themes, décor, entertainment | Designing interactive experiences and activities | Collaborating with artists, designers | Personalization and customization | ||
| Below 25 | 14 | 10 | 4 | 2 | 30 |
| 25–35 | 5 | 5 | 2 | 4 | 16 |
| 35–45 | 1 | 0 | 1 | 0 | 2 |
| Above 45 | 0 | 1 | 0 | 1 | 2 |
| Total | 20 | 16 | 7 | 7 | 50 |
| Particulars | Value |
|---|---|
| Calculated value | 18.732 |
| Degrees of freedom | 9 |
| Table value | 16.919 |
Since the calculated value (18.732) is higher than the table value (16.919), the alternative hypothesis (H1) is accepted; there is a significant relationship between age and creativity incorporation.
9. Types of Events Ordered by Society
| Sl. No. | Event name | Mean score | Garrett rank |
|---|---|---|---|
| 1 | Marriage function | 67.52 | I |
| 2 | Birthday function | 55.12 | II |
| 3 | Baby shower | 47.38 | IV |
| 4 | Festivals | 48.8 | III |
| 5 | Conferences | 29.18 | V |
Source: Primary data.
It is observed from the Garrett ranking table (Table 7) that “Marriage function” has been ranked first as the type of event that most often takes place in society, with a mean score of 67.52, and “Conferences” has been ranked fifth.
10. Biggest Financial Challenge When Planning Events
| Sl. No. | Financial challenge | Mean score | Garrett rank |
|---|---|---|---|
| 1 | Budgeting accurately | 56.48 | II |
| 2 | Managing unexpected costs | 43.2 | III |
| 3 | Securing sponsorships or funding | 40.88 | IV |
| 4 | Technology and equipment costs | 59.44 | I |
Source: Primary data.
The Garrett ranking table (Table 8) reveals that “Technology and equipment costs” has been ranked first among the financial challenges encountered when planning events, with a mean score of 59.44. “Budgeting accurately” is ranked second, with a mean score of 56.48, and “Managing unexpected costs” third, with a mean score of 43.2. “Securing sponsorships or funding” is ranked fourth.
11. Difficulties Faced in the Event Management Profession
| Sl. No. | Difficulties | Mean score | Garrett rank |
|---|---|---|---|
| 1 | Funding | 62.96 | I |
| 2 | Entertainment cancellation | 52.46 | IV |
| 3 | Weather | 36 | VII |
| 4 | Not enough attendees | 51.48 | V |
| 5 | Technological challenges | 56.46 | III |
| 6 | Managing multiple events | 32.44 | VIII |
| 7 | Overspending or not having enough money | 47.46 | VI |
| 8 | Time management | 59.74 | II |
Source: Primary data.
It is observed from the ranking table (Table 9) that “Funding” has been ranked first among the difficulties faced in event management, with a mean score of 62.96. “Managing multiple events” on a particular day has been ranked eighth, with a mean score of 32.44, among the kinds of difficulties faced by event management professionals.
12. Conclusion
Event management is a glamorous profession which demands a lot of hard work and dynamism. Event management is one of the fastest-growing professions in rural areas. The research concludes that event management involves the planning, coordination and execution of various events, ensuring their success from inception to post-event analysis.
References
- Sharma, A., & Arora, S. (2018). Event management and marketing: Theory, practical approaches and planning (1st new ed.). Bharti Publications.
- Singh, P. (2020). Sustainability in event management: A case study of Indian events. Journal of Information and Optimization Sciences, 41(5), 1291–1297.