Experiential marketing: measuring the effectiveness of events in relation to collective emotion and memory

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1 Dr Emma Harriet Wood Head of the International Centre for Research in Events, Tourism and Hospitality, (appointed 2016) and Reader in Events and Festivals Marketing (2008 onwards) at Leeds Beckett University. My specialist areas relate to locality and event tourism, event marketing and the impact of events and festivals on social change within communities. Current research interests are: Experiential marketing: measuring the effectiveness of events in relation to collective emotion and memory Social marketing (positive behaviour change) through live events Place marketing and festivals Qualifications PhD The impacts of community festivals: An evaluation framework. Leeds Metropolitan University (2007) Advanced Professional Diploma in Research Awards Supervision, Leeds Metropolitan University (2002) MSc Applied Statistics with Business Statistics, Sheffield Hallam University (2001) MA Marketing Management, Manchester Metropolitan University (1999) Post Grad Cert Further Ed, Huddersfield University (1991) BA (Hons) Marketing with Engineering, Huddersfield University (1986) Funded Projects and Consultancy Arts participation and social inclusion Innovation Fund, North Yorkshire County Council (2017) Evaluation project - part of Horizon 2020 Management of Networked IoT Wearables Very Large Scale Demonstration of Cultural & Security Applications (Monica) ( ) QEII Conference Centre, London, Economic Impact Study, (2016) Tour de Yorkshire Impact Study with Alex Kenyon (2015 & 2016) Corporate Hospitality Show Impact Study with Jackie Mulligan 5000 (2016) Faroes tourism and events development sessions for local government officials (2015) MPI experience study with Jackie Mulligan (2015) World Curry Festival toolkit for evaluation (2015) ICCA absorptive capacity study with Rhodri Thomas (2014) Leeds Council Business Enhancement Scheme Supervisor, Grand Depart, Tour de France business impact development (2014) Leeds Council Business Enhancement Scheme Supervisor, Creation of a meta- evaluation framework for city events (2013) Rugby Football League investigation of reasons for lapsed attendance, with Alex Kenyon 5,000 (2013) MPI Futures of the meetings industry research and consultancy project, part of 150,000 contract (2012) MPI Abu Dhabi social media use research and training with Michelle Lanham part of 150,000 contract (2012)

2 Experience sampling methods and social marketing messages related to alcohol use, internal funding with Alex Kenyon 1,000 (2012) European Cities Marketing consultancy and workshop delivery on event sustainability, Turku, Finland 900 (2010) York and North Yorkshire Festivals and Events: Evaluation toolkit with Leila Jancovich 2,000 (2010) Faroese Government consultancy project events as drivers of tourism 1,000 (2010) Magic Loungeabout Festival marketing plan, with Jackie Mulligan 1,500 (2010) Evaluation process for the Yorkshire Cultural Olympiad, with Leila Jancovich 1,200 (2009) Shoreditch Trust: A social impact evaluation of the Shoreditch Festival, with Rhodri Thomas 10,000 (2009) Impacts of community events on the Welsh Rural economy. Leader plus groups, Wales, with Rhodri Thomas (2005) Economic and Social Impacts of Preston Mela. Preston Borough Council, with Rhodri Thomas 5000 (2004) Marketing section for British Waterways Event Management Handbook, (project directors: Julia Tum and Dave Ward, Leeds Metropolitan University) (2004) Recent Publications and Research Journal articles Wood, E.H. and Kenyon, A.J. (in press). Remembering together: the importance of shared emotional memory in event experiences. Event Management Thomas, R. and Wood, E.H. (2015). The absorptive capacity of tourism organisations. Annals of Tourism Research. Volume 54, pp84-99 Wood, E.H. and Moss, J. (2015). Capturing emotions: experience sampling at live music events, Arts and the Market, Vol. 5 Iss: 1, pp45-72 Thomas, R., and Wood, E.H. (2014) Innovation in tourism: Re-conceptualising and measuring the absorptive capacity of the hotel sector. Tourism Management 45 pp39-48 Wood, E.H. and Li, Yan Ning (2014). Music festival motivation in China: free the mind, Leisure Studies, DOI: / Kenyon A.J. and Wood, E.H. (2011). Exploring government-led social marketing campaigns: Alcohol, think before you drink too much. International Journal of Management Cases, 13(4), pp Wood, E.H and Henderson, S. (2010) Large cohort assessment: Depth, interaction and manageable marking. Marketing Intelligence and Planning. Vol 28(7). pp Wood, E H. (2009) 'Evaluating Event Marketing: Experience or Outcome?',Journal of Promotion Management,15:1, pp Wood, E.H. (2009) The Potential Impacts of Community Festivals: An evaluation framework. Event Management Vol. 12, pp1-17 Kenyon, A., Wood, E.H. and Parsons, A. (2008). Exploring the Audience s Role: A Decoding Model for the 21st Century. Journal of Advertising Research. Vol. 48, No. 2, June 2008, pp Wood E.H. and Syson F. (2006). Local Authority Arts Events and the South Asian Community: Unmet Needs. Managing Leisure. October, Vol.11. pp

3 Wood E.H & Thomas R. (2006) Measuring cultural values: The case of residents attitudes to the Saltaire Festival. Journal of Tourism Economics 12 (1) pp Wood E.H. (2006) The internal predictors of business performance in small firms: A logistic regression analysis. Journal of Small Business and Enterprise Development. 13 (3) pp Pugh C. and Wood, E.H. (2004) The Strategic Use of Events within Local Government: A Study of London Borough Councils. Event Management Journal Vol. 9, No. 1 pp61-71 Thomas R. and Wood E.H. (2004) Event-Based Tourism: A Survey of Local Authority Strategies in the UK. Local Governance 29(2) pp127:136 Wood E.H. (2004) Measuring the economic and social impacts of local authority events. International Journal of Public Sector Management Volume 18, Issue 1 pp37-53 Books Slater, A. and Wood, E.H. (2015) Eds. The Event and Festival Experience. Leisure Studies Association Hoffman, D., Bateson, E. G., Wood E.H. and Kenyon A. (2009) Services Marketing: 1st European Edition Cengage (Thomson)] Masterman G. and Wood E.H. (2006) Innovative Marketing Communication: Strategies for the Events Industry. Oxford: Elsevier Chapters Wood, E.H. (in press). The value of local authority involvement in events and festivals: Community consequences. In Getz, D., Andersson, T., Armbrecht, J. and Lundberg, E. (Eds.) The Value of Events. Routledge Wood, E.H. (2015) How We Think We Felt: The Importance of Recollected Experience and How to Capture It. In Slater, A. and Wood, E.H. (2015) Eds. The Event and Festival Experience. Leisure Studies Association. Chapter 8 pp Wood, E.H. and Long P. (2009). Great Yorkshire shows: Event tourism in Yorkshire. In Thomas, R. (Ed) Managing Regional Tourism: A Case Study of Yorkshire, England. Bradford: Great Northern Books Wood, E.H. and Thomas, R. (2008) Festivals and tourism in rural economies in Ali-Knight, J., Robertson, M., Fyall, A. and Ladkin, A. (Eds.) International Perspectives of Festivals and Events. Elsevier: Oxford Wood, E. H. and Robinson L. S., Thomas, R. (2006). Evaluating the social impacts of community and local government events: A practical overview of research methods and measurement tools. Pp in Fleming, S. and Jordan, F. (eds.) Events and Festivals: Education, Impacts and Experiences. Eastbourne: Leisure Studies Association Wood E.H. (2004) Marketing information for impact analysis and evaluation. In Yeoman, I et al Eds Festival and Events Management: An International Arts and Cultural Perspective. Oxford: Butterworth-Heinemann Research reports and white papers QEII Centre Estimated Economic Contribution Report by Emma Wood (2016) Corporate Hospitality Show Estimated Economic Impact Report by Jackie Mulligan and Emma Wood (2016) Tour de Yorkshire Economic Impact Report for Welcome to Yorkshire by Alex Kenyon with Emma Wood (2016) Measuring Meeting Value Guidebook. MPI Foundation. Authors: Jackie Mulligan, Eliza Hixson, Emma Wood, Neil Ormerod, Kate Dashper and Thomas Fletcher (2016)

4 Tour de Yorkshire Economic Impact Report for Welcome to Yorkshire by Alex Kenyon with Emma Wood (2015) How Innovative is Your Organisation? ICCA Research paper by Emma Wood and Rhodri Thomas (2015) World Curry Festival Evaluation Toolkit by Emma Wood (2015) The Economic Impact of the UK Meeting & Event Industry MPI Foundation. ShiNa Li et al Emma Wood as advisor (2013) Value and Belonging: Fan reflections on Rugby League attendance benefits and barriers. For the Rugby Football League by E. H. Wood and A. J. Kenyon (2013) Social Media and the Value of Your Meetings. For MPI by Dr Emma Wood (2013) The Value of Connection: A Review of Social Media Trends. For MPI by Dr Emma Wood (2013) Social Media: Joining the customer community. By Wood, E.H. and Lanham, M. (2012) MPI White Paper. Future of Meetings Series Future of Meetings a Topline Analysis of Industry Opportunities and Perspectives. For MPI by Jackie Mulligan, Emma Wood and Jonathan Moss (2012) Festival and Event Evaluation Toolkit for York and North Yorkshire Festivals Association by Emma Wood, Leila Jancovich and CREATE Scarborough (2009) Strategic Business Plan for Yorkshire s Legacy Trust Programme. I Think Therefore I Am. Arts Council England. By Leila Jancovich and Emma Wood (2008) Shoreditch 2008 Festival Impact Evaluation for the Shoreditch Trust by Ben Smith, Emma Wood and Rhodri Thomas (2008) The Contribution of Community Festivals and Events to the Local Areas and the Welsh Economy for Leader Plus, Wales by Emma Wood and Rhodri Thomas (2006) Keynotes Wood, E.H. (2017). Remembering together: festival experience after the festival. MARS Festival, Seinajoki, Finland. Sibelius Academy of the Arts, Helsinki University, 2nd-3rd February, 2017 Wood E.H. (2016). Keynote address. How we think we felt: The importance of recollected emotions. Global Events Congress VII Indiana University Purdue University Indianapolis (IUPUI) July 6th-9th 2016 Wood E.H. (2016). Keynote address. How we agree on what we felt: Memory, emotion and experience. Sport & Affärer, Växjö, Sweden - October 2016 Wood E.H. (2016). Keynote address. Social Value. ESRC Festival of Social Science: Maximising the value of sports and cultural events. Leeds Beckett University, 12th November 2015 Wood E.H. (2015). Keynote address. Event Tourism: Economic Impacts A reflection on ten years of small-scale event impact research. NORA (Nordic Atlantic Corporation) Annual Conference. Torshavn, Faroe Islands October Wood, E. H. (2014). Keynote address. How we think we felt: The importance of recollected experience and how to capture it. The First International Academic Salon of Convention & Event Convention & Event in the Global Change. Sun Yat Sen University, Guangzhou, China July 12-13, 2014 Wood, E.H. (2013) Keynote address: How we think we felt: The importance of recollected experience. LSA seminar - The Event and Festival Experience. Middlesex University. November Wood E. H. (2006) Events, Experience and Exploitation. Invited Keynote Speaker. 1st Event Marketing Forum. South East European Marketing Week. May 20th-27th, Athens, Greece

5 Invited speaker Wood E. H. (2016) Customer experience and the importance of recollected emotions. International Hospitality and Tourism Research Conference. HTMi, Sörenberg, Switzerland, November Wood, E.H. (2016) How we think we felt: The importance of recollected emotions for arts experiences. For Sibelius Academy of the University of the Arts Helsinki, Finland, November Wood, E.H. (2015) Event Evaluation: A community/local government perspective. Forum on event value. University of Gothenburg, Sweden, March Mulligan, J., Wood, E. and Musgrave, J. (2012) The future is now. European Meetings and Events Conference. MPI. Budapest, Hungary, February Wood, E.H. and Lanham, M. (2012) Social Media: Joining the customer community. MPI White Paper. Future of Meetings Series Wood, E.H. (2010) Event Sustainability: The host community perspective. Invited speaker European Cities Marketing, Turku, Finland. February Recent Conference papers Li, Y, Wood E.H. and Thomas R. (2016) The Implementation of Innovation in Chinese Modern Music Festivals. Global Events Congress VII Indiana University Purdue University Indianapolis (IUPUI) July 6-9 Hack, L., Kenyon, A.K., and Wood, E.H. (2014) A Critical Corporate Social Responsibility (CSR) Timeline: how should it be understood now? The 11th International CIRCLE Conference, April 23-26, Manchester Wood, E.H., Kenyon, A.J., and Masterman, G. (2014). Value and Belonging: Fan reflections on Rugby League attendance benefits and barriers. Global Events Congress. Adelaide, Australia, July Li, Y., Wood E. H. and Thomas R. (2013) Implementing innovations in modern music festivals in China. Making Waves: Festivals and Events Conference. Bournemouth University, July Wood, E.H. (2013). Under the cosh: Local government events in the age of austerity. Making Waves: Festivals and Events Conference. Bournemouth University, July Wood, E.H. (2013) Not so social media: Twitter use at conferences. Academy of Marketing Annual Conference. University of South Wales, Cardiff, July Wood, E.H. (2013). The party s over: Public participation and local authority events in the age of austerity. 12th International Colloquium on Nonprofit, Social, Arts and Heritage Marketing. Heriot-Watt University, Edinburgh Wood, E.H. and Dixon, S. (2012) Social Media and Meeting Value Creation: Knowing the value. MPI White Paper. Future of Meetings Series Recent media coverage of research Ilkka (Finnish Newspaper) Culture Section. 2/2/17 Audience: Please give us the memories Sport and Business Magazine, Sweden. 24/10/16. Professionell Idrott Report. Sport and Business Magazine, Sweden. 24/3/15. Researchers Looking for the Swedish Events Model Thomas, R. and Wood, E.H. (2015). How innovative is your organisation? ICCA. file:///c:/users/emma/downloads/icca%20research%20paper_how%20innovative%20is%20your%20organisation. pdf

6 Long J. (2015) Maximising the Value of Sports and Cultural Events. A Review of the ESRC Festival of Social Science in Leisure Studies Association Newsletter November 2015 Long, J. and Wood, E.H. (2014). Counting the real costs of cutbacks on culture. Yorkshire Post, 5/3/2014 MPI to Present Its Latest 'Future of Meetings' Findings at EMEC 2013 January 24, Faroese National Radio, Interview on the use of events for tourism. October, 2010 Academic Journal Roles Joint editor and co-founder Journal of Policy Research in Tourism, Leisure and Events Policy (Routledge). Editorial board Arts and the Market (2014-present) Tourism Today (2006-present) Journal of Event Management Research (2010-present) International Journal of Event and Festival Management (2010-present) Reviewer Journal of Sports Marketing Journal of Marketing Management. International Journal of Tourism Research Journal of Entrepreneurship and Innovation. Journal of Sustainable Tourism Academy of Marketing Conferences Doctoral supervision and examination PhDs supervised to completion Alexandra Kenyon, PhD Exploring the audience's role: A decoding model for the 21st century (2006) Mohamed Essawy, PhD Website usability and hotel brand loyalty (2007) Alistair Williams, PhD Experiential marketing within the hospitality industry (2013) Pei Ying Wu PhD Stakeholders' perspectives of Service Quality in the Exhibitions Industry in Taiwan (2013)

7 Anne Hindley PhD Influences affecting tourists decisions to visit destinations, which are disappearing due to climate change (2014) Yanning Li PhD The implementation of innovation in events in China: a relational perspective (2016) Currently supervising Angela Green (PhD) Sports team s mobile apps and their impact on professional football club brand development Lucy Hack (PhD) Corporate Social Responsibilities: A Multidimensional Reporting Framework for UK Pubs and Bars Ubaldino Couto (PhD) The role of ethnic minority events in encouraging social cohesion: A study of the Portuguese diaspora in Macao Teresa Moore (PhD) Pro Environmental Behaviour Change and Festival Audiences Michelle Lanham (PhD) A study of collective emotion experiences and their impact on individual engagement Trish Coll (EdD) The construction of corporate storytelling: understanding the tourist s relationship with brand narrative Examined Joany Grima. MRes. Festivals and events organised by two local councils in lower north island in New Zealand. Massey University, New Zealand (2016) Leila Jancovich, Doctor of Philosophy, Leeds Metropolitan University. Title of thesis: Great Arts for Everyone? An Examination of Arts Policy on Participation and Participatory Decision Making in England Between , (2014) Diana Clayton, Doctor of Philosophy in Management; College University of Exeter Title of thesis: Knowledge sharing in pulsating organisations: The experiences of music festival volunteers (December, 2014) Paul Barrett, Professional Doctorate. University of Wales in Cardiff. The Importance Of Social, Cultural And Political Capital In Community-Led Event. (2013) Sheree-Ann Adams, PhD Leeds Beckett University. Role of Corporate Social Responsibility in Cruise consumers Behaviour Decision Making (2013) Adam Richardson, PhD, Leeds Metropolitan University. Experiencing economy as a mediating factor between responsible tourism and loyalty in soft adventure tourism. Ana Rita Sampaio, PhD, Leeds Metropolitan University. Environmental engagement in small tourism businesses (2009) External professional activities Reviewer for major research grant under the Smart Culture/Creative Cities call for NWO, The Netherlands Organisation for Scientific Research Chair of Sport and Event Marketing Special Interest Group within the Academy of Marketing (2009-present) Member of the Chartered Institute of Marketing (1997-present) Fellow of the Higher Education Academy (2002-present) Member of the Leisure Studies Association (2005-present)

8 Member of the Academy of Marketing (2006-present) Member of the Critical Events Studies group (2015-present) Member of the Local Authority Research and Information Association (2006-present) External examiner for MSc Event Management at Brighton University (2013 present) External Examiner for university of Bedfordshire Postgraduate Events and Tourism programmes (2010 to 2014) External examiner for BSc Event Management, University of Ulster ( ) External examiner for FdSc Events and Leisure Management, Omagh College ( ) External examiner for marketing undergraduate courses at Edge Hill University ( )

QUALIFICATIONS. EXPERIENCE Teaching. Subject Areas

QUALIFICATIONS. EXPERIENCE Teaching. Subject Areas NAME: Sandro Carnicelli Programme Leader for BA(Hons) Events Management and BA(Hons) Tourism Management at the University of the West of Scotland. Personal Information Home Address: 0/2 112 Deanston Drive,