UNDERSTANDING THE CRITICAL FACTORS DRIVING EVENT LEVERAGING: PERSPECTIVES FROM SMALL AND MEDIUM-SIZED ENTERPRISES

Abstract

This study aims to understand tourism and hospitality small and medium-sized enterprises’ (THSMEs) decision-making about event leveraging, specifically by exploring the critical factors that drive THSMEs to engage in event leveraging. By examining event leveraging from the entrepreneurial process perspective, this study provides new understanding of evaluating and interpreting local businesses’ event leveraging. The results from semi-structured interviews with THSMEs’ owners and managers revealed four critical factors affecting THSMEs’ decision-making regarding event leveraging. Information availability, which refers to obtaining information about upcoming events in a timely manner and acquiring know-how in event leveraging, was found to be the most critical factor. This factor was found to influence another three factors, namely, business strategy, internal resources, and attitude and belief toward event leveraging. Based on the findings of this study, practical recommendations are provided for destination marketing organisations and local business associations to better support THSMEs to benefit through events.