The identification of stakeholders and stakeholder relationships for successful event planning in rural Wales: A case study of Green Events Ltd, Llanwrtyd Wells
Hammond, Laura Ruth
Cardiff Metropolitan University
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A case study method approach has been adopted to investigate the relationship management practices employed by an organisation in rural Mid Wales, Green Events Ltd. This non-profit organisation was set up, and has continued to develop, to sustain the community of Llanwrtyd Wells using events and tourism. Using stakeholder management theory and stakeholder identification typology as a foundation and addressing issues of concern for rural areas, the research has also involved a multiple method approach of semi-structured interviews and documentation analysis to identify stakeholders and their relationships with the different events and event operations. Key findings have been identified and include multiple stakeholder roles and the relationships potential for change. As a result a typology framework for events in rural Wales has been developed, influenced by previous management frameworks and evidence presented from the case study research. The developed typology framework looks at identifying such stakeholder types by their position on a two point axes of dependence and importance. In conclusion, recommendations have been made for these and other organisers in respect of stakeholder identification and relationship management, as well as recommendations for further areas of research and typology framework development for the events industry in rural Wales and wider fields of study.
MSc Events Management
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