Benefits of Multistakeholder Groups

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FACULTY OF SOCIAL SCIENCES, NORWEGIAN SCHOOL OF HOTEL MANAGEMENT MASTER’S THESIS STUDY PROGRAM: THESIS IS WRITTEN IN THE FOLLOWING SPECIALIZATION/SUBJECT: Festival and Event Management IS THE ASSIGNMENT CONFIDENTIAL? MSc in International Hotel and Tourism Leadership No TITLE: Benefits of multi-stakeholder groups for participating in Gladmat festival AUTHOR ADVISOR: Prof. Reidar Johan Mykletun Student number: 215519 ………………… 214504 ………………… Name: Ambassador Rezene Meretse ……………………………………. Muhammad Yahya ……………………………………. ACKNOWLEDGE RECEIPT OF 2 BOUND COPIES OF THESIS Stavanger, ……/…… 2013 Signature administration:…………………………… 2 Abstract This paper investigates the benefits of multi-stakeholders from participating in the Gladmat festival in Stavanger. The findings of this study can help festival and event managers to understand which major factors can attract group of stakeholders to the festival. It could help them to formulate policies, to offer suitable segment focusing on the marketing field. Stakeholder theory, the benefit segmentation theory, push and pull motivation theory, and Maslow’s hierarchy theory were applied to find the benefits of stakeholders for participating in the festival. Mixed method research have been used to collect the data, three qualitative studies and one quantitative study is carried out to explore and describe the benefits from the festival. The outcome from the qualitative shows owners benefits by positioning and marketing their product, supporting the local business, creating destination image and other factors. While, the exhibitors benefit by creating brand loyalty of business, increase sales, promotion of the business, gathering knowledge and competitive information, and innovation in product development and process. Municipality benefits in terms of corporate social responsibility, and creating

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