Event scheduling is one of many important decisions facing event marketers in the entertainment industry (i.e., how should multiple performances be scheduled across markets, across venues, and over time?). While there is ample research examining the issues of costs and constraints associated with such a decision, virtually no research exists to examine the impact of these decisions on consumer demand. Hence, the objective of this dissertation is to examine how consumers respond to event marketers’ scheduling decisions. First, a scheduling effect may arise from performances within a market. When performances are scheduled closely in distance or time, their similarity in venue locations or performance dates may result in a stronger relationship and influence ticket sales. This relationship may have a positive effect on ticket sales because the similarity could signal the quality of an event and suggest the desirability of these performances. Thus, these performances attract more consumers and sell more tickets.
Author:- Tseng, Peggy Hui-Hsing