The impact of COVID-19 on regional event attendees' attitudes: a survey during and after COVID-19 lockdowns

Abstract

PurposeThe current research presents a case study on how COVID-19 has influenced event attendees' attitudes toward safety procedures, venue capacity, purchasing tickets in advance, type of events (e.g. theatre, music and art) and the mode of the event (i.e. live vs online).Design/methodology/approachIn two timeframes (i.e. during and after COVID-19 lockdowns), data were collected via a self-completed online survey from a regional Western Australia (WA) town, Geraldton. In total, 94 event attendees were recruited in Wave 1 (during lockdowns), and 126 respondents were recruited in Wave 2 (after lockdowns). The naturalistic data collection examines how COVID-19 has influenced attendees' attitudes.FindingsThe findings suggest that attendees have adapted to the new normal of COVID-19. If safety procedures are followed, most respondents are comfortable attending an entertainment event during and after the lockdown (Wave 1 and Wave 2). Furthermore, respondents exhibited comfort following COVID-19 safety precautions at events even after COVID-19 lockdowns, except for mandatory mask-wearing. However, the COVID-19 pandemic has prompted event attendees to prefer lower seating capacity at events, while the gradual easing of restrictions reduces their discomfort toward higher seat capacity.Originality/valueAlthough some research has examined the financial and economic impact of COVID-19 on the event industry, there is limited research on consumers' or attendees' perceptions and attitudes toward events, particularly entertainment events and festivals, as the world emerges from the pandemic. Thus, the current case study is the first to examine event attendees' attitudes toward entertainment event management and operation during and after COVID-19 lockdowns. The finding provides significant theoretical and managerial implications surrounding the reaction of event attendees toward entertainment events (i.e. festivals) during health crises such as COVID-19.