Purpose: This study examines the integration of sport marketing and sustainability within Indonesia’s growing sports industry, employing a comprehensive mixed-methods approach to identify key challenges, opportunities, and practical strategies for implementing sustainable practices. Materials and Methods: The research employed a mixed-methods design, combining qualitative interviews with 30 industry stakeholders and quantitative surveys of 120 participants. The sample represented diverse sectors, including sports organizations, marketing professionals, athletes, event planners, policymakers, and fans. Result: Findings reveal a significant disconnect between sustainability awareness and practical application; while 65% of respondents demonstrated general awareness of sustainability concepts, only 30% understood their specific relevance to sport marketing. Current initiatives, such as eco-friendly merchandise and green events (25%), were found to be largely ad hoc rather than strategically implemented. Three primary opportunity areas were identified: leveraging Indonesia’s high digital penetration, forming strategic partnerships with sustainability-focused brands, and developing targeted fan engagement campaigns. Notably, 70% of stakeholders recognized the brand reputation benefits of sustainable marketing, though 50% expressed concerns regarding implementation costs and complexity. Conclusion: These findings highlight the critical need for structured educational initiatives and policy support to bridge the awareness-implementation gap. Consequently, the research team developed the "Sustainable Sport Marketing for Indonesia" training program to equip professionals with tools to align marketing strategies with environmental and social goals. The study contributes to academic and practical discourse by demonstrating how sport marketing can drive sustainability in emerging markets, while addressing Indonesia’s unique challenges, such as resource limitations and infrastructure constraints.

Abstract As urban centers face escalating environmental pressures, the event industry's reliance on temporary, high-impact resource consumption is under scrutiny. This paper investigates the integration of Artificial Intelligence (AI) and Internet of Things (IoT) frameworks to optimize resource allocation in large-scale urban events. Moving beyond traditional manual management, we propose a "Smart-Green Model" that utilizes predictive analytics for waste reduction, energy efficiency, and logistics optimization. Based on a simulated pilot study of 250 event scenarios, results indicate a potential 30% reduction in carbon footprint. The study provides a strategic roadmap for municipal authorities and event planners to foster a technology-driven sustainable event ecosystem. Keywords: Artificial Intelligence, Sustainable Events, Resource Optimization, IoT, Urban Ecology.

Trail running occurs on natural, uneven terrain. The literature is limited in exploring factors that contribute to trail runners not completing a race. This study firstly investigated self-reported reasons for runners who did not finish (DNF) the 2022 Magoebaskloof Forest Marathon across 10km, 20km, 34km, and 50km distances, and secondly assessed runners' evacuation methods. A descriptive cross-sectional study of consenting trail runners (n=429) who completed the post-race DNF survey (10km, 20km, 34km and 50km distances). Within two weeks post-race, runners reported whether they finished, reasons for discontinuing and evacuation methods. We report numbers (n) and point prevalence (%). Of the 228 runners who completed the post-race survey, 16 (7%) DNF. DNF runners entered the 34 km (19%) and 50 km distance (81%) and were aged 31-50 years (94%). No DNFs occurred in the 10km and 20km races. Approximately 27% did not meet cut-off times, while 19% got lost despite trail directions. Other contributing factors included pre-existing and new injuries (23%), illnesses (15%), and inadequate training (8%). While 50% of the DNF group had >5 years total running experience, only 19% had >5 years of trail running experience. Runners who finished the trail race had significantly more trail running experience than those who DNF (p=0.0082). The primary evacuation method was hiking back to the nearest aid station (63%), with 19% subsequently transported by shuttle. Multiple factors may have contributed to the race non-completion. Many DNF runners started with injuries or illnesses, inadequate training, or limited trail-running experience. Event planners should improve measures to prevent runners from getting lost. These findings emphasise the importance of preparation, navigation skills, and race management in ensuring trail running safety and success.

Saudi Arabia is preparing to host two of the world’s most significant mega events: Expo 2030 Riyadh (October 2030–March 2031) and the FIFA World Cup 2034. These events demand unprecedented scales of product design innovation spanning pavilion interiors, branded merchandise, wayfinding systems, fan experience products, and commemorative artifacts. This study investigates the potential of generative artificial intelligence (GenAI) in augmenting the product design workflow for such mega events. A Saudi-based survey methodology was employed, collecting data from 214 design professionals, academics, and event planners across Riyadh, Jeddah, and Makkah. Descriptive and inferential statistical analyses were conducted to evaluate perceptions, readiness, and adoption barriers. Results indicate that 78.5% of respondents perceive GenAI as highly beneficial for accelerating concept generation, while 65.4% expressed concerns about cultural appropriateness of AI-generated designs. A novel framework-the Mega Event Generative Design Integration (MEGDI) model-is proposed, integrating cultural sensitivity filters, iterative human-AI co-creation loops, and sustainability metrics. The findings provide actionable recommendations for policymakers, design firms, and educational institutions in Saudi Arabia as the Kingdom prepares for these landmark occasions.

Introduction: Mass gatherings pose significant challenges in terms of public safety and health risks, requiring targeted and strategic risk communication and community engagement (RCCE) approaches. To effectively address these challenges, the World Health Organization (WHO) has developed an RCCE Readiness and Response Toolkit. This toolkit supports RCCE practitioners, decision-makers, and partners at all levels in planning and implementing readiness and response activities for health emergencies related to MG events. It complements existing frameworks and operational packages designed to assist event planners and stakeholders in organizing safe MG events and managing related health emergencies, and is based on global best practices. Methods: This toolkit was developed through an iterative and consultative process that included an extensive literature review, expert consultations, pilot testing during outbreak responses, and peer reviews. It includes practical tools for risk assessment, community data collection, countering misinformation, and developing evidence-based RCCE strategies for emergency preparedness and response at mass gatherings. Results: The toolkit equips MG organizers, stakeholders, and RCCE practitioners with the necessary tools and frameworks to effectively communicate risks and respond to health emergencies associated with MG events. By facilitating evidence-based RCCE strategies tailored to community needs, the toolkit supports more accountable health interventions, enhancing public safety and reducing morbidity and mortality at MG events Conclusion: RCCE is essential for fostering collaboration and coordination, ensuring public trust and readiness, and suggesting effective community-led solutions to bolster health emergency response management before, during, and after a mass gathering. This publication provides a step-by-step guide on developing RCCE strategies tailored to specific settings, leveraging the latest evidence and community-centered approaches to protect and save lives.

ABSTRACT This study examines the impact of sustainability‐themed weddings on consumer shopping behavior using a mixed‐method approach. The quantitative phase involved development and administering of a structured questionnaire based on literature review. The survey data from 302 valid responses were analyzed using structural equation modeling (SEM) to test relationships among five constructs: exposure to sustainable weddings, social influence and media exposure, purchase intention for sustainable fashion, willingness to pay a premium, and long‐term eco‐friendly shopping behavior. Results show that sustainable weddings positively influence consumer intentions and long‐term behavior, with social media and peer influence playing a significant mediating role. The qualitative phase involved interviews with 20 participants, uncovering and validating the themes identified in quantitative research. This study contributes to literature by demonstrating how social events based sustainable experiences can lead to lasting behavioral change. Practical implications are offered for marketers, event planners, and policymakers to encourage sustainable consumption through socially influential events.

This study examined the interplay between event quality and destination loyalty and investigated the mediating influence of participant satisfaction, perceived value and destination image in the context of special events. Confirmatory factor analysis, factor loadings, average variance extracted, construct validity and correlation analysis were used to validate the measurement scale, and the reliability of the scale was confirmed by Cronbach's alpha analysis. Partial least squares structural equation modelling with maximum likelihood estimation was used to examine the structural relationships between the variables in the proposed model, based on onsite questionnaire responses from 215 participants. The results indicate that attendee satisfaction, perceived value, event quality and destination image significantly influence loyalty to the destination. In addition, the study found that destination image and perceived value mediated the relationship between event quality and attendees’ satisfaction with destination loyalty, emphasising the importance of event planners prioritising attendee satisfaction in their marketing strategies to improve quality and loyalty. The outcomes of this study imply that future researchers should apply this model in various event settings.

Events in the tourism and hospitality sector are pivotal for destination competitiveness and economic diversification, yet their success hinges on a comprehensive feasibility assessment. This study addresses the fragmentation in existing literature by examining the multidimensional nature of event feasibility, encompassing market, financial, operational, socio-cultural, legal, and environmental perspectives. Guided by a systematic literature review, the study evaluates how digital transformation, sustainability imperatives, and resilience planning are reshaping feasibility frameworks in the postpandemic era. Case evidence from global contexts, such as the Tokyo 2020 Olympics and Expo 2020 Dubai, and Nigerian examples, including FESTAC ‘77 and the Calabar Carnival, illustrates that an integrated feasibility approach enhances both legitimacy and long-term outcomes, while neglecting key dimensions often leads to reputational and financial risks. Findings indicate that feasibility should be conceptualized not as a static technical checklist but as a dynamic and adaptive process that balances risk management, stakeholder inclusivity, sustainability, and innovation. The study proposes an integrated framework that bridges theoretical insights with practical application, offering value to event planners, policymakers, and destination managers seeking to design sustainable and resilient ventures.

Purpose - The main aim of this study was to assess the role of marketing communication channels in enhancing visitor participation in Oman’s events. The study examines event companies' adoption of traditional and digital marketing communication channels, visitor expectations of these channels, and their link to increased attendance at events. Methodology - This study used a quantitative research approach and exploratory research design. Random sampling was performed in this study. A questionnaire was used to collect data. The ethics form was completed, and after approval, data were collected from 195 respondents. Findings - The findings of the study included the majority of respondents who attended the Muscat Nights event (n=86). A total of 56.4% of respondents obtained complete information on the events via communication channels. Friends and family are traditional channels of communication that visitors expect for event information (4.51). Visitors' expectations of digital communication platforms for events include social media influencers (4.41). On the other hand, event companies use digital communication methods to spread event information via radio and television news (4.21), while SMS to mobile phones is the most common digital communication mode used by event companies (4.53). The study revealed a strong association between traditional and digital communication channels, with traditional channels demonstrating a significant value of 0.034 and digital channels achieving a significant value of 0.032, indicating a strong link between these two channels and increased event visitor participation. Conclusion - The study suggests that event planners and organizers should utilize both traditional and digital marketing channels to reach their target demographic, as both complement each other and increase attendance.

Event branding plays a pivotal role in event management and substantially influences the success of events. With the emerging concerns for events, in Sri Lanka, events have become a vital part of the cultural and social fabric of the nation, with diverse events taking place throughout the year. Hence, this study explores the influence of design elements on event branding in Sri Lanka, from the viewpoint of event planners. This qualitative study employs an exploratory strategy, undergoing semi-structured interviews with 15 event planners from registered companies with the Sri Lanka Association of Professional Conference, Exhibition, and Event Organisers, Sri Lanka. Afterwards, the qualitative content analysis was endured to analyse the collected data. The findings revealed that design elements such as logos, colour schemes, typography, and visual imagery play a significant role in event branding, and further, event planners specifically ascertained the need to include cultural and traditional components into event branding to appeal to national and international clients. It is noteworthy to state that event planners confront several problems in executing successful event branding strategies due to financial limitations, lack of creative flexibility, and constraint of resources. However, they pinpointed the necessity of coordination between event managers, designers, and patrons to establish a consistent branding approach in the industry. The study gives implications to different industry stakeholders to establish successful branding strategies that connect the clientele and industry stakeholders and produce a memorable experience for the clientele.

Purpose While prior studies have examined event attendance from the perspectives of satisfaction and event quality, few have investigated how stress and self-construal shape participation intentions. This study aims to bridge this gap by investigating how self-construal affects attendees’ emotional and cognitive responses and attendance decisions in utilitarian and hedonic business events. Design/methodology/approach Two scenario-based experimental studies were conducted. Study 1 examined how chronic self-construal moderates participation intentions across event types (utilitarian vs hedonic). Study 2 investigated how priming self-construal through pre-event communication messages interacts with event type, with emotional and cognitive engagement as mediators. Findings Results indicated that attendees with an independent self-construal prefer utilitarian events, while those with an interdependent self-construal do not exhibit a strong preference for either type. Emotional and cognitive engagement mediated the effects of self-construal and event type on participation intentions. Priming independent self-construal enhanced engagement with utilitarian events, highlighting the role of event framing in shaping attendee behavior. Research limitations/implications This study highlights the roles of both chronic and primed self-construal in message framing to encourage business event attendance, offering practical communication strategies for event planners and organizers to boost participation. Originality/value This study extends self-construal theory by linking it to stress and decision-making in business events. Findings provide actionable insights for event organizers to tailor communication strategies and design stress-mitigating experiences that align with attendees’ self-construal orientations.

This paper presents a festival-based approach to community development, analyzing social capital, economic revitalization, and environmental sustainability. It attempts to build a comprehensive framework aimed at promoting social cohesion, stimulating local economies, and sustainable practices, as well as community wellbeing, through strategic festival integration into community planning, drawing from diverse literatures. Despite the literature acknowledging the benefits of festivals, there are several gaps. These gaps indicate a need for more systematic approaches to festival design and evaluation, particularly regarding inclusivity, associated economic impacts, and insufficient eco-friendly practices. In the diverse contexts of Malaysia, this study seeks to build a conceptual framework for empirical investigations that would ascertain the developmental impacts of festivals. In doing so, the paper aims to enhance community development theory by integrating festivals as tools for community advancement, thereby serving a broad spectrum of event industry stakeholders from policymakers to local government officials and event planners. It is underscored that the underlying objectives should combine social, economic, and environmental dimensions to ensure holistic long-term benefits derived from the festivals. The research helps to address the literature gap and provides a basis for further investigation, which aims to reshape Malaysian festivals into more inclusive, transformative, and sustainable assets for communities.

Purpose The aim of this paper is to explore the influence of sensory design elements upon attendees’ perceptions of events, focusing on all five senses and adopting a multisensory approach. Design/methodology/approach This study utilises a qualitative research approach, employing semi-structured photo elicitation interviews. The inclusion of photographs within the interview process aids in memory recall and enables participants to articulate their sensory experiences in greater depth. Findings The study highlights the predominance of sight and sound in shaping event experiences. Sound, particularly in concert settings, has a significant effect on mood. Scents, though often processed subconsciously, have the capacity to evoke strong emotional responses and memories. Taste, especially at events focused on food, plays a crucial role, with variety enhancing emotional connections. Touch is the most interactive of the senses. A key overarching finding is the importance of sensory congruence: when sensory elements are harmoniously aligned with the overall event theme, attendees perceive the experience as more authentic and impactful. Practical implications The findings provide actionable insights for event planners. By recognising the significant role of sensory design in shaping attendee perceptions, event organisers can create more engaging and memorable experiences. Originality/value This paper makes a novel contribution by addressing all five senses in the context of event experiences. It also employs photo elicitation interviews, a relatively underutilised methodology in event research.

Mass gathering events such as sporting events, religious gatherings, and music festivals, pose unique health challenges. This paper discusses how such as prolonged immobility, dehydration, and excessive physical exertion contribute to acute cardiovascular events and Venous Thromboembolism (VTE) incidents during these events. With approximately 10 million cases of VTE globally each year, its association with cardiovascular disease (CVD), which accounted for 33% of global deaths in 2019 emphasizes the public health significance of this issue. VTE and CVD are linked by shared risk factors such as obesity, inflammation, and endothelial dysfunction, and often co-occur due to overlapping pathophysiological pathways. We detail how scenarios commonly encountered in mass gatherings, such as prolonged standing, sitting, and exposure to heat, exacerbate cardiovascular stress and promote thrombus formation. Additionally, inadequate medical infrastructure at these events complicates timely intervention, potentially leading to severe complications. To mitigate these risks, we propose a set of strategies for event organizers which includes the implementation of mobility-enhancing designs, hydration stations, and pre-event education on health risks. By adopting these measures, event planners can significantly reduce the likelihood of adverse cardiovascular outcomes and VTE incidents, thereby promoting participant well-being. This proactive approach is essential for achieving Sustainable Development Goal 3, which aims to reduce premature mortality from non-communicable diseases by 30% by 2030.

Drawing on the cognitive load theory (CLT), this study develops a research framework to investigate the effects of different psychosocial factors in virtual meeting attendees on their engagement behavior. Two hundred ninety-eight online surveys were collected. PLS-SEM was employed to analyze the proposed hypotheses. The results showed that information overload and communication overload impact virtual meeting attendees’ engagement directly and indirectly through mental fatigue and self-efficacy. This study also reveals that attendees with different motivations (education vs. networking) are influenced differently by mental fatigue and self-efficacy. The findings of the current research offer actionable implications for event planners to improve attendees’ engagement during the virtual meeting.

With an emphasis on the upcoming ICC Champions Trophy 2025, which will be staged in Pakistan, our research paper examines the complex relationship between weather and cricket. Correct forecasting of the weather is crucial for outdoor sporting events to avoid cancellations and guarantee peak athlete performance since climate change has an increasing impact on weather patterns. Pakistan's varied terrain, which encompasses plains, hilly areas, and coastal regions, contributes to the country's notable variety in climate. It is vital for event planners to comprehend local climate dynamics since this variability causes unpredictable weather patterns, such as monsoon rains, intense heat waves, and droughts. Our approach comprised combining real-time analytics with historical weather data from Open-Meteo, as well as using Python tools and the Machine Learning algorithm to predict rain during a game. Power BI is used to show the results, giving a thorough understanding of the climatic trends in three important cities: Karachi, Lahore, and Rawalpindi. The research highlights the significance of data-driven decision-making for event planners, as it empowers them to execute efficient backup plans The main objective of this research is to improve the sports environment for both players and spectators while tackling the urgent problems caused by climate variability.

The contribution of small-scale sporting events to tourism sustainable development in local communities has been well recognized in the literature. Small-scale running events in particular are essential in the promotion of sustainable tourism in the community due to their localized impact. Although research has largely focused on the demand side—including participants, spectators, and host communities—limited attention has been given to the supply side, particularly the perspectives of sport event organizers and their role in implementing sustainable practices. This study aims to address this gap and answer key research questions that concern the factors which contribute to the success of these events in relation to their economic, social, and environmental impacts through the lens of the events’ primary decision-makers, their organizers. This study employs an exploratory research method, conducting interviews with twenty-five organizers of diverse Greek running events that represent a variety of geographical contexts and event characteristics of the country, based on their long-standing presence. Findings contribute to sustainable sport tourism literature by developing a theoretical framework which encompasses the three dimensions of sustainability, highlighting inclusivity as a key component within the social dimension. Results indicate that organizers perceive their running events as having a positive economic impact and enhancing social cohesion. They are also aware of the potential environmental impact, like trail preservation, and consequently implement responsible measures to protect the environment. Organizers share a variety of specific strategies and practical suggestions aimed at improving the sustainability of running events, such as managing waste effectively or improving accessibility for diverse participants, offering transferable insights for other event planners and local authorities. This paper showcases the key role of organizers in developing partnerships to implement effective sustainable sport event practices in the destination.

Purpose: The aim of the study was to understand the role and significance of Convention and Visitors Bureaus (CVBs) in supporting and promoting global conference, exhibition, and convention tourism, and to analyse the specific role of the OCB in enhancing Oman’s presence within the international MICE tourism sector. Design/methodology/approach: A qualitative research approach was utilized to explore the experiences, challenges, and strategies of stakeholders involved in the development and promotion of MICE tourism in Oman. The population included the Oman Convention Bureau and all stakeholders, including hotels and event planners. A purposive sampling technique was employed to select participants. Primary data was collected through 10 semi-structured interviews, including government officials, event organizers, hotel managers, and representatives of major conference venues. All interviews were recorded, transcribed, and analysed thematically to identify patterns and recurring trends. Data analysis was carried out using voice memos and manual coding to enhance the depth and validity of interpretations. Findings: Stakeholders recognized Oman’s cultural appeal, natural landscapes, and high-quality hospitality as key strengths but highlighted persistent challenges, including limited flight connectivity, visa delays, seasonal capacity gaps, and infrastructure constraints. While OCB’s logistical support, visa facilitation, and international promotional campaigns were appreciated, concerns were raised about limited internal outreach, resource constraints, and over-reliance on the Oman Convention and Exhibition Centre (OCEC). Stakeholders emphasized the need for stronger digital platforms, coordinated engagement, streamlined visa processes, financial incentives, and diversified venues beyond Muscat. Technical shortcomings, such as disrupted Wi-Fi and payment issues, further underscored operational gaps. Calls were also made for improved transportation networks and closer alignment between public and private stakeholders. Research Implications: Academically, the study contributes to the literature on conference and convention tourism by examining the evolving role of convention bureaus in emerging destinations, with a focus on Oman. Practically, it provides actionable insights for the OCB and its partners to refine strategies, address systemic challenges, and benchmark against global best practices. These improvements are critical to advancing Oman’s Vision 2040 agenda for economic diversification and sustainable tourism growth. Social Implications: Strengthening Oman’s MICE industry through an empowered Convention Bureau fosters job creation, SME participation, and community engagement, while promoting cultural heritage and sustainable development. Enhanced collaboration ensures wider socio-economic benefits aligned with national priorities and Vision 2040. Originality / Value: This study uniquely examines the Oman Convention Bureau’s hybrid governance model, stakeholder dynamics, and competitive positioning, offering tailored recommendations to enhance Oman’s MICE sector in alignment with Vision 2040—an area with limited prior academic research.

This paper aims to determine which key attributes of academic conference attendance lead to perceptions of value for potential attendees, based on gender differences. There has been growing interest by researchers in exploring gender differences in socially constructed tourism attitudes. At the same time, we address growing calls by scholars for the issue of institutional bias in measurement to be addressed in gender-based studies. The inclusion of consumer perceived value as the dependent variable to measure conference attendance attitudes mitigates this embedded bias. While previous studies have examined consequences of consumer perceived value in the academic conference context, this study is the first to examine gender differences in antecedents of consumer perceived value and the trade-off between costs and benefits. Three potential benefits and two potential inhibitors were tested for their impact on consumer perceived value. An online survey was administered to a convenience sample of 456 potential attendees of academic conferences. Ordinary least squares regression analysis was used to investigate which factors had the most influence on consumer perceived value. Results indicate that in overall terms, conference attractiveness, scheduling convenience, organization support, opportunity costs and travel risks significantly influenced potential attendees’ perception of conference value. However, impacts varied markedly for males and females. In particular, health and safety risks and scheduling convenience were highly significant factors for females but not males. In contrast, organization support and opportunity costs were rated more highly for males than females. The finding that males were more likely to be influenced by opportunity costs is an unexpected effect and contrary to most gender-based studies. The findings extend knowledge in general about drivers of conference-related attendance, but particularly knowledge about nuances in gender differences. The study discusses implications for host organizations, event planners and venue management.

Sustainability is becoming a crucial aspect of large-scale event management due to the growing urgency of environmental, social, and economic issues. Events have a major influence on local populations, resource consumption, and carbon emissions; thus, adopting sustainable techniques is necessary to minimize negative consequences while optimizing long-term advantages. This study aims to examine sustainable event design and implementation strategies, evaluating their effectiveness in minimizing environmental damage, promoting social equity, and ensuring economic viability. It also explores innovative financing models and emerging trends that support sustainability in event management. Presenting a comprehensive paradigm that incorporates environmental, social, and economic sustainability, this research adds to the conversation on sustainable event management. This study offers an all-encompassing strategy for event planners, in contrast to earlier studies that concentrated on discrete sustainability elements. It also offers practical recommendations for adopting sustainable finance models and addressing technological challenges in event execution.