Leeuwarden's Light Festival to Boost Tourism and Local Business

Hospitality Research Project
Light Event in Leeuwarden
Iris Volgers: 295868

Yorinde Knegt:174513
Marlien Polman:143138
Madhevi Soeknandan: 249033
Module: Psychology of Management & Organisation
25/03/2016
Stenden International Hotel Management

Leeuwarden
The Netherlands
Submitted in Partial Fulfilment of the Requirements of the degree Program Bachelor of

Business Administration (Hotel Management)
Light event in
Leeuwarden
Submitted in Partial Fulfilment of the Requirements of the degree Program Bachelor of

Business Administration (Hotel Management)
Declaration own work

Declaration
1.
I composed this work myself.
2.
This work has not been accepted in any previous application for a degree or diploma, by myself or anyone
else.
3.
The work of which this is a record has been done wholly by myself.
4.
All verbatim extracts have been distinguished by quotation marks and the sources of information have been
specifically acknowledged.
Name Student #1
Yorinde Knegt
Relation number Student # 1
174513
Name Student #2
Marlien Polman
143138
Name Student #3
Iris Volgers
295868
Name Student #4
Madhevi Soeknandan
Relation number Student #4
249033
Signatures
Date
08/06/2016
Light event in
Leeuwarden
Abstract
The last few years light festival is getting emerged globally. Also in the Netherlands
the light festival is organized in Eindhoven called GLOW, which is used in this report to
get a parallel comparison. Since Leeuwarden is becoming the cultural capital of Europe
the authors want to research what the advantages for the restaurant industry will be,
when the light festival is going to be hosted in Leeuwarden. First there is information
collected about events, tourism, social-economic impact, economic contribution and
the negative impact of events from different literature. According to the literature
review it can be concluded that organisers need to know what kind of impact the
event will have on people in order to maximise or minimise the impacts in the
planning of future festivals and events. To find the right answer for the statement
surveys have been filled in by the manager of different restaurants in Leeuwarden.
This extents the knowledge about the field of events looking at the perspective of the
business owners. In addition, existing information has been collected from GLOW and
the tourist department in Eindhoven. With the collected results and the existed
information of different literature it can be said that there are some advantages. First
of all it arises cultural benefits by creating visibility for the city and it attract travelling
tourist to Leeuwarden. Secondly, it will create economic growth in Leeuwarden. By
hosting this event in Leeuwarden it create more jobs and restaurants will make more
revenue.
Keywords: Light event Advantages - Cultural benefits - Economic benefits - Tourism,

245 words
Light event in
Leeuwarden
Table of content
1.
Introduction...................................................................................6
History of light festival..........................................................................6
Light festival in different countries..........................................................6
Light festival in Eindhoven.....................................................................7
Light festival in Amsterdam...................................................................7
Benefits of festivals..............................................................................7
2.
Literature Review..........................................................................8
Events................................................................................................8
Tourism..............................................................................................9
Socio economic impact of events..........................................................10
Economic contribution.........................................................................11
Negative impact of events...................................................................12
Conclusion........................................................................................13
3.
The conceptual model..................................................................14
4.
Problem Statement & Research Questions...................................15
5.
Methodology................................................................................16
Instrument........................................................................................16
Sample.............................................................................................16
Procedure.........................................................................................16
6.
Results.........................................................................................17
Qualitative data....................................................................................17
Tourist department of Eindhoven..........................................................17
GLOW Eindhoven...............................................................................17
Quantitative data..................................................................................18
Leeuwarden as European cultural capital in 2018....................................18
Attract more tourists in Leeuwarden.....................................................21
Special actions and offerings to promote business..................................24
Invest more money in your business.....................................................26
Leeuwarden should invest in big events like the lights festival..................27
7.
Discussion....................................................................................30
8.
Knowledge about the field...........................................................32
Limitations...........................................................................................33
Light event in
Leeuwarden
Recommendations.................................................................................33
Recommendations for the business practice and education.......................33
Recommendations for further research..................................................33
9.
Reference List..............................................................................34
10.
Appendix 1: HRP Planning............................................................36
11.
Appendix 2: Quantitative Data.....................................................37
12.
Appendix 3: Filled in Surveys.......................................................40
13.
Appendix 4: Individual Evaluation................................................41

Madhevi Soeknandan..........................................................................41
Yorinde Knegt....................................................................................42
Marlien Polman..................................................................................43
Iris Volgers........................................................................................44
Light event in
Leeuwarden
1. Introduction
History of light festival
Light festivals are a success all over the world. Every year in autumn, there are
numerous light festivals. According to an article on archdaily.com light festivals have
globally emerged within the last than years. As a result of the globally emerging of the
light festivals, there can be seen that the festivals are all over the world. In Europe are
various light festivals. For example, the light festivals in Prague, Berlin, York and
Cascais.
According to Europes leading light festival article on archdaily.com, the most famous
light festival is the Fte des lumires. This light festival takes place in Lyon. This light
festival is originated from the 17th century. Every year on the 8th of December, Lyon
celebrates the statue of Virgin Mary. Since then, the people, who live in Lyon, decorate
their balconies and windows with little lights and candles. This light will give the city a
warm and gentle light.
Nowadays, the tradition of this festival is continuing. Over the last 10 years, the
festival grew into a big urban event. The festival lasts for four days and Lyon will
become the centre of the light show. Designers and artist will come from all over the
world and perform lights shows and unique designs. The festival is now a
professionally organized festival, and it became also an example for the other light
festivals. According to the official website of Fte des lumires the light festival
attracts millions of visitors every year.
Light festival in different countries

Because of the popularity of the light festival in Lyon, other countries are also having a
light festival. Since 2002, the Luminale is a big light festival in Frankfurt. This festival
is a stage for students projects to professional artist. The light festival is every two
years and take place at the Light+Building, this is the largest trade fair for lighting.
The concept of this light festival is to be an open platform for various light
installations.
Furthermore, Sweden has also a light festival; this is called the Swedish Light in
Alingss. This festival started in 2000 and the festival is in October. It is an
educational program where students can gain knowledge about lightning. The
students will have workshop in one week, and after that the public can see the results.
The inhabitants in the town grew from 20.000 people in 1999 to 40.000 inhabitants
Light event in
Leeuwarden
nowadays. Because of the popularity of the light festivals, a lot of countries in the
world have a light festival nowadays. (Schielke, 2013)
Light festival in Eindhoven

In 2006, the first light festival of the Netherlands was organized. This festival took
place in Eindhoven. Eindhoven had already the name of Light City of the Netherlands,
this was because the first manufactory of the lamps of Philips was situated in
Eindhoven. The festival is called GLOW Eindhoven, and takes place in November. Every
year, a lot of artist and designers will come from all over the world to show their
designs. At the introduction of the GLOW festival, the festival was one of the most
innovative events in Holland. The designers will show new techniques with computers,
sensors, animation but also projection techniques. Because of the big success in the
first year, Eindhoven was placed at the second place for best city centre of the
Netherlands. According to the official website of GLOW Eindhoven, the festival
attracted 50.000 visitors, and this was the start of the first light festival in the
Netherlands. In 2015 the festival attract 760.000 visitors.
Light festival in Amsterdam

In 2012, there was the first edition of the second light festival in the Netherlands. This
festival is the Amsterdam Light Festival. According to the official website of
Amsterdam Light Festival, the visitors can visit the Amsterdam Light Festival in two
different ways. The first way is called Water Colors. This is a route through the
famous 17th century canals in Amsterdam.
The second way is Illuminade, this is a walking route and that brings the visitors at
more than 20 light artworks. The route is going through the cultural Weesper and
Plantagebuurt in Amsterdam.
The creators, inhabitants and visitors wanted give more positivity to the people in the
dark days in the winter.
The Amsterdam Light Festival has a call for concepts, every year, this means that
artists can enrol for the light festival. A lot of people are interested and in 2015, there
were more than 250 artists from 40 different countries. The Amsterdam Light Festival
attract in 2015 730.000 visitors.
The reason for the success of light festivals is simple, according to Bettina Pelz,
Archdaily (2013). It is actually easy, because when people will do something with light
Light event in
Leeuwarden
in city center at night, people will visit. When it is a success, people will come twice. It
is easy to attract people for evening events.
Benefits of festivals
Light events and light festivals have a lot of economic and cultural benefits for cities.
The population of cities will grow, and the tourism division will also grow. The festivals
and events have a good effect on their cities. They will attract more visitors and the
city will generate publicity.
It is also positive for the hospitality industry, because of the light festivals, the city will
have more visitors.
Because of the great success of the light festival, the cities will attract more visitors.
This also means that the hospitality industry will have more customers, which lead to a
higher profit.
The authors of this report, will research how a big event in Leeuwarden influence the
hospitality industry of this city. Because the hospitality industry is very big, this report
mainly focuses on the influence at restaurants and cafs. To conclude, this research is
about how a big event will influence the restaurants and cafs in Leeuwarden.
2. Literature Review
Events
Within the tourism field the term event is used to describe a wide range of event
categories and many of them have quite different characteristics. Jago and Shaw
(1998) describe an event as a onetime or infrequently occurring event of limited
duration that provided the consumer with a leisure and social opportunity beyond
everyday experience.
According to Vliet (2012), in an investigation about Event Experience, there are
different types of events. He divides the events into eight categories. These categories
are cultural events, political events, art and entertainment events, business events,
scientific and educative events, sports events, recreation events and privet events.
However, some events can also be a mix of the different types. Festivals are part of
cultural celebrations and have three characteristics: they should take place in a
certain set time period, it needs to be on a specific public place and it needs to be
planned and organized (Vliet, 2012).
Light event in
Leeuwarden
There are different theories that investigated the motivations of people to visit
festivals. First there is the motivational theory of Rippen & Bos (2008), this connects
the experiences of events with the morals of their visitors. The first moral is about
connecting with others, live together and work together, improving the social
connections or making new ones. This is the social-relational experience. The second
moral is about realizing meaning fullness, like cultural and media events. The worth of
experience of this event is in line with the meaning of event and person. The third
moral is about the stakes, developments and to keep up of competencies. Such as
trainings, conferences, workshops and so on. This is the competition experience of
visitors. The fourth moral, and the last one, of experiencing events is about relaxing,
having fun, and enjoyment. This could be the fact with parties, holidays, festivals and
so on. Every event should have aspects of enjoyment and this is then also a very
important moral when it comes to the motivation of people to join events. All these
factors differ per person and can be combined together to find the motivational factors
of people to join festivals and to discover different types of events and discover their
differences.
A second study about the motivation of festival visitors is from Getz (2010) and is
called The study of festival motivation is well-established. Getz (2010), combined the
study of Crompton & McKay (1997) about motivation for festival visits with a
framework of Crompton (1997) about motivations for holidays. Seven motivations
where concluded.
The first one is: novelty: the desire for tension, adventure and to fight against
boringness. The second one is: Socialization: the desire to interact with others in a
group. The third one is prestige: the desire to have a high status. The fourth one is rest
& relaxation: the desire to mentally and physically relax and leave the stress behind.
The fifth one is education: the desire to widen your horizon and gain more knowledge.
The sixth one is enhancing kinship and relations: The desire to bond with your family.
And the last one is regression: the desire to behave as a younger person, such as a
child. There are several similarities within these two motivational theories. As in the
theory of Ribben & Bos (2012), there are only four morals that are measured to gain
insight in motivational factors, there can be said that the theory of Getz (2010) is an
expanded version of the theory of Rippen & Bos (2012). Concluded can be that the
most important factors for the motivations of visiting festivals are in line with
socialization and relaxation.
With events taking place in a city the image of the city will be improved, there will be
Light event in
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Leeuwarden
life added towards the city streets and citizens will gain a new pride in their hometown
(Richards and Palmer, 2010: 27-31). Maybe public areas will need to be re-done, new
buildings need to be built and so on.
Tourism
The dictionary of Travel, Tourism and Hospitality define cultural tourism as a general
term referring to leisure travel motivated by one or more aspects of the culture of a
particular area. Culture and tourism could be considered inseparable and
interdependent. Cultural richness of a place attracts many tourists and also domestic
and international tourism continues to be among the foremost vehicles for cultural
exchange (Cosma, 2006). Pine and Gilmore (1998) introduced the experience
economy. This theory insists that people are looking for extraordinary and memorable
experiences. The tourism industry is a great example of the experience economy due
to the fact tourism is all about spending your free time with visiting new places and
creating new adventures, the tourists search for new experiences. Cultural tourism can
be defined as a general term for leisure travel guest that are motivated by the cultural
aspects of a particular area. In the recent years, the tourism industry has been
identified as one of the most potential growth sectors within the Western Europe
economical industry. It is a great contributor towards economic development (Williams
& Shaw). It has direct, indirect and induced economic impacts. Direct economic
impacts are retrieved from the recreation services that deal directly with the tourists,
for example restaurants and hotels. The indirect economic impacts are important
because they influence the current and future situation, for example: building new
hotels. Also indirect impacts are for companies who supply towards the companies of
the direct sectors. The induced economic impacts are spendings and jobs supported
by the spending of those who are directly or indirectly employed in the tourism
industry. (World Travel & Tourism Council, 2015).
Events are a major attraction for tourists, some tourists might only visit a city for a
particular event, for example: the Olympic games, Fashion week or Tomorrow land or
smaller events like dance events, theatre or museums. The other way around it is the
same; events also need to attract tourists (Kitchin, 2012). This is because the events
will grow bigger and the country or city of origin will gain more acknowledgements.
Also both of them will be good for the economical industry.
Light event in
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10
Socio economic impact of events

Social impacts are defined as any impacts, which potentially influence the quality of
life for local residents. Thus economic outcome of events, such as employment
opportunities, and environmental effects are included in the study because
perceptions of such impacts are likely to contribute to residents overall reactions to
the event (Fredline, 2002). Among event organizers and researchers, however, there is
growing recognition of the need to measure the socio-cultural impacts of festivals and
events as host community dissatisfaction threatens their long-term success even if the
event is economically viable. It has been suggested that it is as a result of the unique
interaction between tourists, and a destination area and its population that
sociocultural impacts occur. The major benefit of hosting events is certainly enhancing
the visibility of a city (Cosma, 2006). As festivals and events put the whole destination
on display, including its community, it has the very real potential to create sociocultural impacts. When events are successes in countries and cities it creases the
visibility of a city, like in Sibiu, which was the European Capital of Culture. The visibility
of the city increased with 90% (Cosma, 2006). Not only gained the city visibility, but
also recognition from other international festivals and participation at many
international fairs.
The local government has been supportive by sponsoring festivals. There are three
explanations for this. First, festivals and tourism events have an economic impact and
second sponsoring festivals bring intangible social benefits to a community. The most
positive aspects, is the image that improves by hosting a festival and it lengthen the
destination life cycle of tourist (Boo & Busser, 2005). This will influence the travelling
tourist and also the resident in a positive way, but unfortunately there is still little
research that can support this statement.
Studies of residents perceptions of the impacts of festivals and events, rather than
general tourism development, have found that those members of the resident
population, who identify with the theme of the event, are those who are more likely to
have positive perceptions of the events impacts, while those residents who participate
in an event are more likely to have positive perceptions of the events impacts (Fredline
& Faulkner 2002b). Fredline and Faulkner (2002) found that those who participated in a
Motorsports event, either by attending or watching the coverage on television, had the
most positive perceptions of the events impacts. The support of the local community is
then gained by the hosting of a festival or event that has perceived positive sociocultural impacts for locals. Therefore it becomes important to evaluate an events
Light event in
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11
perceived socio-cultural impacts, in order to ascertain its overall impact or

acceptability, as perceived by members of the local community. The previous
discussion has outlined a number of studies of residents perceptions of the impacts of
tourism, and the impacts of events.
Fredline et al (2003) developed an instrument to be used in assessing the social
impact of events by answering 45 statements, the SIP. The instrument consists of
three parts, first measuring the overall impact of an event, than specific impacts of the
event and finally the independent variables, which includes contact with tourists,
participation and identification with the theme. This scale provides a valuable tool for
the measurement of socio-cultural impacts of festival and events.
We need to move beyond assumptions when making statements about socio-cultural
impacts arising from festivals and events. Organisers need to know what sort of
impact the event will have on people, so they know whether to maximise or minimise
those impacts in the planning of future festivals and events (Small, 2005).
Economic contribution
Socio- cultural impacts will have a positive economic influence, if you see it from a job
perspective. For example during the project: European capital of culture in Sibiu, the
research of Cosma (2006) showed that 54% of the questioned companies had an
increase in turnover and 57% of them stating that the program had a positive impact
on their profitability. The survey also highlighted that 96% of the companies
considered that the program had a very high impact on tourism development. The
highest impact was recorded in the tourism sector and a lot of investment was done in
the hotel industry. This includes building new hotels but also renovating and
reclassifying to a higher category. In Cardiff, the successful football team is regularly
involved in the European competition and this added 24 million ponds to the Cardiff
economy and created almost one thousand full time jobs (Cook, 2003). In contrast to
the 2010 World Cup in South-Africa, were the economic impact of international tourist
where considerably smaller. This country forecasted to make a large profit of local
residents and businesses. But due to international hotel chains, over forecasting in the
number of tourist expected and higher-then-normal hotel prices a lot of the profit did
not stay in South-Africa and affected the number of tourists visiting the World Cup
(Maening, 2010).
With the attention of media audiences, a city can get a name by successfully hosting a
large event. These events also play a significant role in attracting higher-spending
Light event in
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12
visitors (domestic or international). These destinations will become more desirable for
leisure and business tourism. Another benefit is the fact that it creates social
integration, which will be beneficial for the transnational communities, interculturalism and creativity, however these facts are hard to measure. (Kitchin, 2012)
Much research has focused on assessing the economic impact or success of festivals
and events (Burns, Hatch & Mules, 1986; Crompton, Lee, & Shuster, 2001; Dwyer,
Mellor, Mistilis & Mules, 2000; McCann & Thompson, 1992; Tyrrell & Johnston, 2001),
with only limited empirical research on the difficult to measure, yet very important,
socio-cultural impacts (Ritchie & Lyons, 1990; Soutar & McLeod, 1993; Mihalik, 2000;
Fredline & Faulkner, 2000; Fredline & Faulkner, 2002). This is because the success of
a festival or event is commonly measured in terms of its economic contribution to
event stakeholders, the community and the region (Douglas et al 2001, p.364).
Negative impact of events

During a festival or event traffic congestion, parking problems, crowding in local shops
and overcrowded local facilities can disrupt the lives of locals (Getz, 1997; Delamere,
Wankel, & Hinch, 2001; Douglas et al, 2001). Also costs, is a large aspect of a festival
that is forgotten often. In the 2002 Winter Olympics in Salt Lake City, it would have
appeared that the city made a large sum of revenue, but the costs of security which
ranged in the millions was not figured in (Matheson, 2006). According to him there are
three reasons for the overestimations of an event. First: the substitution effect, which
means that the local residents spend a lot on the events to make new revenue.
Second, crowding, which entails that the regular tourist are pushed out due to the
event so revenue would have been realized from them with or without them. And
finally, leakages, the money spent at the events does not always stay within the city
(Matheson, 2006).
Many studies have shown that also infrastructure is a large cost that is not always
considered. But it can have a huge impact on the sustainability of a country and make
physical changes in the surrounding. Local taxes and land prices rise, which leads to
problems with land expropriation (Hornsby, 2011). When a large event takes place, for
example the World Cup, a lot of new infrastructure needs to be done and often, local
residents suffer from this. They are sometimes forced to leave their home and small
businesses need to relocate. This happened in Barcelona for the Olympics in 1992.
More than thousands of low-income tenants and small business where forced out of
the city (Hornsby, 2011).
Light event in
Leeuwarden
13
Image damage can arise as well. For example during football events, there is a
possible increase in anti-social behaviour and can lead to hooliganism and litter
(County Council of Cardiff, 2003). This can result in image damage for a city and keep
potential customers away from spending money in the city, at the day of the match.
Serious social problems, including crime and vandalism, make locals feel vulnerable
and promote a growing level of local hostility towards visitors who become symbols of
negative change (Delamere et al, 2001; Douglas et al, 2001). These changes to daily
life may create challenges to traditional morals and values, leading to loss of identity
(Douglas et al, 2001).
In terms of negative cultural impacts, festivals and events have the power to destroy
cultural heritage by allowing for the commoditisation of culture to meet the needs of
an increasing number of visitors (Getz 1997; Douglas et al 2001).
Conclusion
Within the tourism field the term event is used to describe a wide range of event
categories and many of them have quite different characteristics. Jago and Shaw
(1998), describe an event as a onetime or infrequently occurring event of limited
duration that provided the consumer with a leisure and social opportunity beyond
everyday experience. There are different theories that investigated the motivations of
people to visit festivals. First there is the motivational theory of Rippen & Bos (2008)
and second the study of Getz (2010), which is called the festival motivation is wellestablished. There can be said that the most important factors for the motivations of
visiting festivals are in line with socialization and relaxation. Cultural richness of a
place attracts many tourists and also domestic and international tourism continues to
be among the foremost vehicles for cultural exchange (Cosma, 2006). In the recent
years, the tourism industry has been identified as one of the most potential growth
sectors within the Western Europe economical industry. It is a great contributor
towards economic development (Williams & Shaw). It has direct, indirect and induced
economic impacts.
Socio impacts influence the quality of life for local residents and the economy. This
creates employment opportunities and effects the environment. The local government
has been supportive towards events and created social benefits for a community and
economic contribution. For example jobs, city growth and investment in new
businesses. In contrast to the economic growth there are also disadvantages.
Problems can occur during events like parking problems and crowding facilities. This
can influence the way of life of the locals in a negative way. Image damage of the city
Light event in
Leeuwarden
14
can arise because of disruption of cultural heritage and crime among tourists and
locals. Events can also deliver countries and cities high costs in infrastructure and
security. And finally, the revenue sometimes does not even stay in countries but flows
out by international hotels and over forecasting. To conclude we join the statement of
Small (2005), Society needs to move beyond assumptions when making statements
about socio-cultural impacts arising from festivals and events. Organisers need to
know what sort of impact the event will have on people, so they know whether to
maximise or minimise those impacts in the planning of future festivals and events.
3. The conceptual model
Public place
Hosting an
event
Figure
Direct impact
Tourism
Indirect
impact
Costs and
benefits
Social
economic
impact of
events
Time period
Planning and
organization
Impact of
events on
restaurants
1: the conceptual model of hosting an event.
In figure 1 is shown the conceptual map of hosting an event. By hosting an event it is

obligatory to go through a number of different stages. Important for an event is the
public place, so where will it take place and it needs to be reachable for people. Also a
time period is needed, summer or winter and how long the event will be. Finally the
planning and organization will take place, this entails a detailed plan and the
marketing strategy. These factors have direct and indirect effects. Public place has a
direct effect on the city and the time period as well. But the planning and organization
has an indirect impact on a city and on its tourism. The indirect impacts of events are
the costs and benefits. It is not reflected straight away on the city but it can lead to
opportunities or disadvantages for the hospitality industry and in this case restaurants.
Light event in
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4. Problem Statement & Research Questions

To make a correct executed research, the authors need to have a proper problem
statement. If this problem statement can be answered, the research has been done
well.
The problem statement of this research will be:
What are the advantages of hosting a light event in Leeuwarden to the local
restaurant industry?
When the problem statement is made, the authors need to have research questions.
These questions will help the authors to get the answer for the problem statement.
Research questions:
1. What are the cultural benefits for Leeuwarden when this event will be hosted?
2. What are the economic benefits for Leeuwarden when this event will be hosted?
3. What are the costs associated with hosting the light festival in Leeuwarden?
These costs involve: economical, environmental and cultural.
5. Methodology
Instrument
For this research quantitative and qualitative data have been used. Quantitative data
is collected in numerical forms like surveys and historical data. While qualitative data
collects the reflection of the observed opinion of the person that has been researched
like interviews, group discussions etc.
For qualitative data the authors are going to interview the organization of the light
event in Eindhoven. In addition we are also going to interview the tourist department
in Eindhoven. The reason for this to create a clear picture of how the light festival
effected the cities.
Light event in
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16
For quantitative data a survey is been used. The questionnaire included the names of
the restaurants visited in Leeuwarden, the gender and age of the employees and
managers who filled in the questionnaire. The questions that will be asked will contain
the content of Leeuwarden as European cultural capital in 2018; attractiveness of
tourist; making more revenue; having special offers and actions during the light event;
investing money in their business and the question Leeuwarden should invest more in
big events. The restaurant employee can answer the question with yes or no and
explain their opinion. Next to that the authors are going to use existing financial data
of the organisations from the light festivals in Eindhoven. The reason for this is to get a
clear picture of the outcome of organizing the festival in Leeuwarden.
Sample
The population of the research is limited to local restaurant owners, but also the
employees that work in restaurants in Leeuwarden. The authors have prepared the
questions for the survey and will send them to different restaurants. Besides that there
will be an interview with the management of the Glow festival and an interview with
the tourist department of Eindhoven. In this case the purposive sampling is used,
which is a non-probability sampling method. The reason for this is the authors are
studying on a particular group namely the management of each business.
Procedure
The first step is to make an appointment with the organization of the GLOW festival in
Eindhoven to have an interview with them. The appointments have to be made as
soon as possible. If it is not possible to interview the event manager of GLOW festival
face to face, the authors decided it to do it by phone or email. The interview will be
recorded by mobile or writing by email. Furthermore the event manager need to sign
an approval that he/she is accepting that there will be recorded and information will be
used in the assignment. We will write the answers down in our own words. Then we
will collect the date and code it in the right way. The best way to code need to be
discussed when we got the results. In addition, the authors is going to call the tourist
department of Eindhoven to check if they have further information for this report. For
the surveys we will visit different restaurants in Leeuwarden and ask if the manager
have time to fill in the survey for hospitality research.
Light event in
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17
6. Results
Qualitative data
Next to the qualitative data that was withdrawn from the surveys, there is quantitative
data withdrawn from the organization GLOW in Eindhoven and the tourist department
of Eindhoven. Several questions were asked to the organization of GLOW Eindhoven by
email and the tourist department of Eindhoven was interviewed by telephone. In the
following paragraphs these interviews will be outlined.
Tourist department of Eindhoven

According to the tourist department of Eindhoven, festival GLOW has received 730.000
visitors in the week of 7 till 14 November 2015. During the period of the event 1
million tourists were present in the city Eindhoven and the department delivered every
evening 25 guides, which lead people around the city. According to the department
different segments attended festival GLOW and the segments that were most
pronounced were international travellers, photographers and inhabitants of Eindhoven.
Another fact that the tourist department of Eindhoven presented was, that GLOW
Eindhoven is one of the major festivals, in and around, Eindhoven city. From their data
they could be said that many restaurants have benefited in this period of time, from
the festival. Unfortunately, they did not have the information on how much benefit and
which restaurants in particularly.
GLOW Eindhoven
According GLOW Eindhoven, the festival has received 730.000 visitors during the
event and there was a substantial increase in past few year when looking at the
number of visitors. Also the festival has grown in the recent years with a view on
enlargement and has contributed to the tourism in Eindhoven in the past years.
According to GLOW Eindhoven the increase of tourism in Eindhoven has brought the
city economic growth. No major investments were made in and around Eindhoven
when looking at infrastructure or renovation of buildings, to ensure that the festival
could take place. According to GLOW Eindhoven, the festival focuses on young and alt
visitors and attracts people with national and international nationalities. The
organization of the festival attracts its visitors mainly by using social media as a
marketing strategy, and in this way informs them.
According to GLOW Eindhoven, festival GLOW has had a positive effect on restaurants
and hotels. 50 restaurants worked with the festival and promoted it. Only 1 hotel
Light event in
Leeuwarden
18
participated in the promotion of festival GLOW. According to GLOW Eindhoven the

festival did not create more jobs in the city Eindhoven.
Quantitative data
The results consist of quantitative data. The quantitative data is obtained via a survey
and distributed in the SPSS system. The tables and graphs will be used to clarify the
answers on the different survey questions. The survey questions are based on the
research questions and problem statement. In Appendix 2 different tables and figures
are shown for further information when needed.
20 restaurant employees who are all within 1 kilometre from the city center of
Leeuwarden have filled in the survey. In total 11 females and 9 male answered the
questions. The authors divided their ages in 4 different categories namely 18-25, 2633, 34-41 and 42+.
Count
Age
18-25
Gend
er
Total
26-33
34-41
42+
Total
Male
Femal
e
11
20
Table 1: Cross
tabulation
Gender*Age
As seen in the table above, there is a small difference in the male and female
distribution. Slightly more females have filled in the questionnaire then males. There
can be said that most questioned restaurant employees were between the age of 18
and 25.
Leeuwarden as European cultural capital in 2018

The first question that was asked in the survey towards restaurant employees is
hosting a light event in 2017 will promote Leeuwarden as the European cultural capital
in 2018. This question got answered with a 75% yes and 25% no. As can be seen in
the table in appendix 2, all males answered this question with yes. Whereas females
were more doubting and 6 answered the question with yes, and 5 with no.
Light event in
Leeuwarden
19
Frequenc
y
Percent
Valid
Percent
Cumulative
Percent
Valid Yes
15
75.0
75.0
75.0
No
25.0
25.0
100.0
20
100.0
100.0
Total
Table 2: Frequency table, hosting the light event as promoting for Leeuwarden as European Cultural
Capital
80% who answered the question Do you think hosting the light event, will promote
Leeuwarden as European cultural capital with yes, also answered the question do you
think light festival will attract more tourists with a yes. Whereas 60% who think that
the light festival will attract more tourists, say that it will not contribute to Leeuwarden
being the cultural capital.
When looking at the Chi-square test, we compare if the two survey questions have
correlation or not. The value of Pearson Chi-square is 0.800, and the df is 1. The p = .
371 which is bigger than 0.05. Therefore, there can be said that there is a significance
between the influence of the light festival on Leeuwarden being the cultural capital
and attracting more tourists.
Value
Pearson Chi-Square
Continuity
Correctionb
Likelihood Ratio
Fisher's Exact Test
Linear-by-Linear
Association
N of Valid Cases
Asymptotic
Significance
(2-sided)
Df
a
.371
.089
.766
.751
.386
.800
Exact Sig.
(2-sided)
Exact Sig.
(1-sided)
.560
.760
.366
.383
20
a. 3 cells (75.0%) have expected count less than 5. The minimum expected
count is 1.25.
b. Computed only for a 2x2 table
Chi-square test 1: Hosting the light event
as promoting for Leeuwarden as European
Cultural Capital
Light event in
Leeuwarden
20
Do you think light festival

will attract more tourists?
Yes
Do you think hosting Yes
the light event, will
promote Leeuwarden
as European cultural
capital?
No
Total
Count
No
Total
12
15
% within Do you
think hosting the
light event, will
promote Leeuwarden
capital?
80.0%
20.0%
100.0
%
% within Do you
think light festival
will attract more
tourists?
80.0%
60.0% 75.0%
% of Total
60.0%
15.0% 75.0%
Count
% within Do you
think hosting the
light event, will
promote Leeuwarden
capital?
60.0%
40.0%
100.0
%
% within Do you
will attract more
tourists?
20.0%
40.0% 25.0%
% of Total
15.0%
10.0% 25.0%
Count
% within Do you
think hosting the
light event, will
promote Leeuwarden
capital?
Light event in
Leeuwarden
15
20
75.0%
25.0%
100.0
%
21
% within Do you
will attract more
tourists?
100.0%
100.0%
100.0
%
75.0%
25.0%
100.0
%
% of Total
Table 3: Cross tabulation between: Hosting the light event

as promoting for Leeuwarden as European Cultural Capital and
the light festival will attract more tourist
Attract more tourists in Leeuwarden

The next results will tell something about the question having a big event such as light
festival will attract more tourists in Leeuwarden. Out of 20 restaurants 75% answered
this question with yes. Which means that restaurants mostly convinced that the light
festival would attract more tourists to Leeuwarden.
When comparing the attracting of tourists towards Leeuwarden with the fact if
Leeuwarden should invest in more big events there can be said that 9 restaurant
employees answered both questions with yes, 6 thought that the big light event will
attract more tourists but did not think that Leeuwarden should invest more in big
events. Only 3 restaurant owners thought that Leeuwarden should invest more in big
events but were not convinced that the light festival would attract more tourists.
Count
Do you think that
Leeuwarden should invest
more in big events?
Do you think light
festival will attract
more tourists?
Total
Yes
No
Yes
No
Total
15
12
20
Table 5: cross tabulation, will a light festival attract more tourists* should Leeuwarden invest in big events
When asking restaurants owners if they would think that they will make more revenue
during the lights event, 85% of them were convinced about this fact where only 15%
Light event in
Leeuwarden
22
said no to this case. Of these there was 1 male and 2 female who thought they would
not make any more revenue than normal.
Of those 17 restaurant owners who answered the question with yes, 10 would also
make use of promoting their business with special offerings and actions (58.8%), while
7 (41.2%) of those would not do that. And of the 3 restaurant owners who do not think
they will make more revenue, 2 (66.7%) do are willing to promote their business with
special offerings and actions even though they are convinced they will not make more
revenue.
Light event in
Leeuwarden
23
Would promote your

business? And make use
of special offerings?
Yes
Do you think you will Yes
make more revenue?
No
Total
Count
No
10
Total
7
17
% within Do you
think you will make
more revenue?
58.8%
41.2% 100.0%
% within Would
promote your
business? And make
use of special
offerings?
83.3%
87.5%
85.0%
Count
% within Do you
think you will make
more revenue?
66.7%
33.3% 100.0%
% within Would
promote your
business? And make
use of special
offerings?
16.7%
12.5%
15.0%
12
20
Count
% within Do you
think you will make
more revenue?
% within Would
promote your
business? And make
use of special
offerings?
60.0%
40.0% 100.0%
100.0%
100.0% 100.0%
Table 7: cross tabulation, will restaurants make more revenue*will companies promote their business
When looking at the Chi-square test, there will be compared if there is a correlation
between the restaurant owners who think they will make more revenue and if they are
willing to promote their business with special offerings and actions. The value of
Pearson Chi-square is 0.065, the df is 1. The p = .798. The p is bigger than 0.05.
Therefore, there can be said that there is a significance between the fact that
Light event in
Leeuwarden
24
restaurant owners think that they will make more revenue and the fact if they are
willing to promote their business with special offerings.
Value
Pearson Chi-Square
Continuity
Correctionb
Likelihood Ratio
df
a
.798
.000
1.000
.067
.796
.065
Fisher's Exact Test

Linear-by-Linear
Association
Asymptotic
Significance
(2-sided)
Exact Sig.
(2-sided)
Exact Sig.
(1-sided)
1.000
.062
N of Valid Cases
.656
.803
20
count is 1.20.
Chi-square test 2: will restaurants make more revenue during a light event
64.7% of restaurant employees who think they will make more revenue during the
light festival are also willing to invest more money in order to attract more guests and
add capacity. Only 35.3% who thinks that will make more revenue are not willing to
invest. From the 3 restaurant employees who think they will not make more revenue 2
are willing to invest in the light event.
Count
Are you willing to invest
money?
Yes
Do you think you will Yes
make more
No
revenue?
Total
No
Total
11
17
13
20
Table 8: cross tabulation, will restaurants make more revenue during a light event*are restaurants willing
to invest
Light event in
Leeuwarden
25
The Chi-square test also confirms this because there can be said that there is a
significance between the employees who think that they will make more revenue and
the willingness to invest money.
(v=.004 df=1 p=.948).
Value
Pearson Chi-Square
Continuity
Correctionb
Likelihood Ratio
Fisher's Exact Test
Linear-by-Linear
Association
N of Valid Cases
Asymptotic
Significance
(2-sided)
Df
.004a
.948
.000
1.000
.004
.947
Exact Sig.
(2-sided)
1.000
.004
Exact Sig.
(1-sided)
.730
.949
20
count is 1.05.
Chi-square test 3: will companies promote their business
Special actions and offerings to promote business

When hosting a light event in Leeuwarden companies can decide if they will make use
of special actions and offerings in order to promote their business. According to table 9
in appendix 2, 12 restaurants out of 20 restaurants would promote their business,
which is a percentage of 60%. However 8 restaurants, which is 40%, say no to special
actions and offerings in order to promote their business.
In the Bar chart 2 in appendix 2, there can be seen that 6 females as well as 6 males
who work in a restaurant are willing to make use of special offerings. On the other
hand at least 3 males and 5 females will not promote their business.
Light event in
Leeuwarden
26
When comparing the fact if businesses are willing to invest money and to make use of
special offerings there can be seen that half of the questioned restaurants (10)
answered yes to both questions. Five restaurants are not willing to invest money and
also do not want to make use of special offerings and promotions, which is 25%.
Count
money?
Yes
Would promote your Yes
business? And make No
use of special
offerings?
Total
No
Total
10
12
13
20
Table 10: cross tabulation, will companies promote their business*are restaurants willing to invest
When using the chi-square test, you find out if the two asked questions have a
significant relationship with each other. The value of the Pearson Chi-square is 4.432,
the df = 1 and the value of p = .035. P is smaller than 0.05, which means that there is
no significant relationship between the two asked questions.
Value
Pearson Chi-Square
Continuity
Correctionb
Likelihood Ratio
Fisher's Exact Test
Asymptotic
Significance
(2-sided)
Df
a
.035
2.647
.104
4.499
.034
4.432
Exact Sig.
(2-sided)
.062
Light event in
Leeuwarden
Exact Sig.
(1-sided)
.052
27
Linear-by-Linear
Association
N of Valid Cases
4.211
.040
20
count is 2.80.
Chi-square test 3: are restaurants willing to invest
Invest more money in your business

The following results will go about the survey question number five. When we asked
the restaurant employees if they are willing to invest in money in order to attract new
quests and get more capacity 65% says yes, which are 13 out of 20 restaurants
employees, and 35% says no.
In the crosstab above 7 restaurant employees who are male would invest in their
business. Also 6 female restaurant employees would invest in their business, which
make a total of 13 out of 20 restaurant employees. Nevertheless, a total amount of 7
employees restaurant would not invest in their business to attract more guest and
create more capacity.
When comparing the fact if restaurant owners want to invest money, and the fact of
the light festival will attract more tourists, 11 restaurants (55%) answered both
questions with yes. 3 restaurants (35%) were not willing to invest and also do not think
that the light festival would attract more tourists. 4 restaurants do think that the light
festival will attract more tourists, but are not willing to invest.
Count
Light event in
Leeuwarden
28
Do you think light

festival will attract more
tourists?
Yes
Are you willing to
invest money?
Total
No
Total
Yes
11
13
No
4
15
3
5
7
20
Table 13: cross tabulation, are restaurants willing to invest* will a light festival attract more tourists
To see if there is a significant relationship between the willingness of investing and the
thought of restaurants if the light festival will attract more people a Chi-square test is
done. The value of Pearson Chi-square is 1.832, the df = 1 and p = .176. The value of
p is higher than .05, which means that there is a relationship between the willingness
of investing and what restaurants think of attracting tourists via the light festival.
Light event in
Leeuwarden
29
Value
Pearson Chi-Square
Continuity
Correctionb
Likelihood Ratio
Fisher's Exact Test
Linear-by-Linear
Association
N of Valid Cases
Asymptotic
Significance
(2-sided)
df
a
.176
.659
.417
1.770
.183
1.832
Exact Sig.
(2-sided)
.290
1.740
Exact Sig.
(1-sided)
.207
.187
20
count is 1.75.
Chi-square test 4: will a light festival attract more tourists
Leeuwarden should invest in big events like the lights festival

In table 13 in appendix 2, results it can be said that 12 restaurant employees
answered the question should Leeuwarden invest in more big events like the light
event with yes. While 8 restaurant employees says no which is a percentage of 40. In
the bar chart 3 (appendix 2) it can be concluded that 7 females and 5 males
restaurant employees have answered this question with yes. The frequency of 4 male
and female has answered the question with no.
When comparing the willingness of restaurants to invest in order to attract new guests
and have more capacity compared to the fact if they think that Leeuwarden should
invest more in big events, we can find out if restaurants are more likely to invest when
the city does it as well. Or do they also want to invest even though they think that
Leeuwarden should not attract more big events.
The cross tabulation shows that 8 restaurants think that Leeuwarden should attract
more big events and are also willing to invest themselves, which is 40%. 5 restaurants
are willing to invest in their capacity when the lights festival is happening but do not
think that Leeuwarden should attract more big events. 4 restaurants do think that
Leeuwarden should invest more in big events but are not willing to invest in their own
company.
Light event in
Leeuwarden
30
Do you think that

Leeuwarden should
invest more in big
events?
Yes
Are you willing to
invest money?
Yes
No
Total
Count
No
8
Total
5
13
% within Are you

willing to invest
money?
61.5%
38.5% 100.0%
% within Do you think

that Leeuwarden
should invest more in
big events?
66.7%
62.5%
65.0%
% of Total
40.0%
25.0%
65.0%
Count
% within Are you
willing to invest
money?
57.1%
42.9% 100.0%

that Leeuwarden
big events?
33.3%
37.5%
35.0%
% of Total
20.0%
15.0%
35.0%
12
20
Count
% within Are you
willing to invest
money?
that Leeuwarden
big events?
% of Total
60.0%
40.0% 100.0%
100.0%
100.0% 100.0%
60.0%
40.0% 100.0%
Table 14: cross tabulation, are restaurants willing to invest* should Leeuwarden invest in big events
In order to find out if these questions have a significant relationship with each other
the Chi-square test was done. The value of Pearson Chi-square is .037, the df = 1 and
the p = .848. P is bigger than .05. Which means that there is a significant relationship
Light event in
Leeuwarden
31
between the facts that restaurants are willing to invest in their company and if they
think that Leeuwarden should invest more in big events.
Light event in
Leeuwarden
32
Value
Pearson Chi-Square
Continuity
Correctionb
Likelihood Ratio
Fisher's Exact Test
Linear-by-Linear
Association
N of Valid Cases
Asymptotic
Significance
(2-sided)
df
a
.848
.000
1.000
.037
.848
.037
Exact Sig.
(2-sided)
1.000
.035
Exact Sig.
(1-sided)
.608
.852
20
count is 2.80.
Chi-square test 5: should Leeuwarden invest in big events
7. Discussion
The objective of this chapter is to conclude the main findings of this research. This
research was done to exam whether a light festival would influence the city of
Leeuwarden and if advantages present itself. As indicated in the literature review a lot
of research has been done on the fact why people are motivated to visit festivals. This
research reinforces previous studies that have been done by collecting data from
restaurants, the festival organization itself and the tourism department of Eindhoven.
GLOW Eindhoven was used to create a parallel comparison for the effect on
Leeuwarden.
In the following paragraph each research question will be answered and there will be
reflected on the problem statement of this research.
Cultural benefits for Leeuwarden

The first research question of this study was: what are the cultural benefits for
Leeuwarden when this event will be hosted? Literature shows that events can have a
great impact on a city. Jago and Shaw (1998), describe an event as a onetime or
infrequently occurring event of limited duration that provided the consumer with a
leisure and social opportunity beyond everyday experience. When this event takes
Light event in
Leeuwarden
33
place the image of a city can become positive due to the growth of tourism. The
tourism industry has been identified as one of the most potential growth sectors within
the Western Europe economical industry (Williams & Shaw). This can be confirmed by
the research that was done due to the results of the interview with GLOW Eindhoven.
Eindhoven displayed itself with GLOW festival and has put itself on the map. This
research also shows that citizens gain a new pride in their hometown due to events.
40% of the business owners that filled in the survey disagreed with the fact that
Leeuwarden should invest more in big events. Arguments, that were given, were the
fact that there are already many events hosted in Leeuwarden, but that they are not
well divided throughout the year. So a lot of events occur around the same day or
period
The statistical results show that 75% of the people think that hosting a light event will
promote Leeuwarden as European cultural capital of the world. 75% of the participants
agree on the fact that a light festival will attract more tourists to Leeuwarden also in
the long-term. According to the literature events creates visibility for the city and
develops a rising inflow of tourists. When comparing the attracting of tourists towards
Leeuwarden with the fact if Leeuwarden should invest more in big events only 9
restaurants agreed on this matter. According to the organization of GLOW and the
department of tourism in Eindhoven, 730.000 were registered during the event and
one million tourists were in the city at that certain moment. The festival focuses on
young and alt visitors and attracts people with national and international nationalities.
From this fact there could be assumed that the festival has a positive effect on the
community and the people from Eindhoven.
To conclude there can be said an event like light festival brings many cultural benefits
for a city like Eindhoven and the same effect can be assumed for Leeuwarden. It can
create visibility for the city and draw the travelling tourist to Leeuwarden.
Economic benefits for Leeuwarden

The second research question of this study was: what are the economic benefits for
Leeuwarden when this event will be hosted? Looking at the economic contribution,
the literature review states that socio- cultural impacts will have a positive economic
influence, if you see it from a job perspective (Cosma, 2006). GLOW Eindhoven has not
experienced this positive influence concerning an increase in jobs. On the other hand,
the research of Cosma (2006) also indicated that a project like European capital of the
World has a very high impact on tourism development. 75% of the total surveys
Light event in
Leeuwarden
34
indicate that the business owners agree that a light festival will promote Leeuwarden
as European cultural capital. Also research has been done on the negative effects of
events. For instance the fact that infrastructure can become a problem and a large
cost, image damage can arise and it can disrupt the lives of locals. GLOW Eindhoven
did not experience infrastructure posing as a problem for the city of Eindhoven and no
major investments were made. The assumption can be made that this could be due to
well infrastructure that is already in Eindhoven before GLOW festival started. In an
interview with GLOW Eindhoven was said that Eindhoven experienced an economic
growth due to the increase of tourism during and around the event.
The results of this study provided supports the fact that restaurants think that they will
make more revenue during an event like light festival with only 60%. This means that
only a small majority thinks that the festival creates economic growth for their own
business. 64.7% of the business owners think that they will make more revenue during
the light festival and are also willing to invest more money in order to attract more
guests and add capacity. Only 35.3% of the business owners think that they will make
more revenue, but are not willing to invest. From the 3 business owners who think they
will not make more revenue, 2 are willing to invest in the light event. These statistics
show that business owners in Leeuwarden are not yet keen on investing in a large
event like light festival. On the other hand, if the event would happen business owners
would promote their business. 60% of the restaurants would do this according to the
results, which is only a small majority. According to the organization of GLOW
Eindhoven the festival has contributed to the economic growth of the city. More paying
tourists entered the city, which has had a positive effect. Also other events has gained
more attention and had an increase in visitors. 1 million tourists visit the city during
festival GLOW and there can be assumed that this influences the restaurant industry in
a positive way. On the other hand, Eindhoven did not experience an increase in jobs
and did not have to make large investments in infrastructure.
To conclude, there can be said that restaurants believe that they would make more
revenue during a light event in Leeuwarden, but on the other hand they do not like to
invest in their own company for this event.
The costs of a light event

The final research question of this study was: what are the costs associated with
hosting the light festival in Leeuwarden? These costs involve: economical,
environmental and cultural. Due to lack of information about the costs of hosting an
Light event in
Leeuwarden
35
event, the research question cannot be answered. There is no information received

about the costs and revenue of a light event and the costs and revenue for the
restaurants within Eindhoven. Due to lack of information, the question cannot be
answered. The information needed for this research question can be investigate with a
further research.
Conclusion
To conclude, there can be said that there are many advantages for the restaurant
industry when Leeuwarden would host a light event. Cultural benefits arise when
looking at the inflow of tourism. Leeuwarden could place itself on the map and create
visibility among people. Also economic advantages will occur due to the increase of
tourists and their expenditure. It can also create economic growth in Leeuwarden and
create jobs, but this can be concluded from literature and not from this research.
Factors that could have negative effect on the cities should also be explored. For
instants, avoiding image damage and the costs of infrastructure. The major comment
of the business owners in Leeuwarden was, that there are already a lot of great events
in Leeuwarden but that they are not well distributed throughout the year.
8. Knowledge about the field

This research extents the knowledge about the field of events looking at the
perspective of the business owners. Much research was done looking at the effect of
events on cities, community and people. This research represent the fact, what the
influence of events is again on cities, a community and also people, but also takes a
closer look at business owners and their opinion.
Limitations
This study had several limitations. It was limited by the fact that no actual costs were
found on the fact what the expenses of a light event are. These could not be retrieved
from the organization GLOW. Another limitation of this study is that there is no
information found of the effect of GLOW Eindhoven on the restaurants in that
particularly city, what their costs and revenues were. A final limitation is that the study
could not examine the process before and after a light festival, which lead to
limitations on finding out exact facts of the advantages for Leeuwarden.
Light event in
Leeuwarden
36
Recommendations
Recommendations for the business practice and education
When looking at the results of the research, there can be seen that the people think
that there need to be a coordinator of events in Leeuwarden. The reason of this
answer is, that Leeuwarden has more events at the same day or weekend. This leads
to less customers of the restaurants in Leeuwarden.
Moreover, in the results stated that most of the restaurants do think this light event
will attract more people towards Leeuwarden; this is also an advantage, because
Leeuwarden will be Cultural Capital 2018. In this way, more people know Leeuwarden,
and will come visit the city.
The restaurants within Leeuwarden think the light event in Leeuwarden will be a good
event for Leeuwarden. The authors of this research recommend this event. This event
will attract more people to Leeuwarden and the restaurants will have more revenue.
But another recommendation is that the restaurants want that the commune of
Leeuwarden also invest in this event, when this is happening, the restaurant want to
invest in the event as well.
Recommendations for further research

With this research, the authors did not get all the information needed for this research.
When the city Leeuwarden, wants to have this event, there need to be some further
research. The further research needs to investigate what the costs will be of hosting
this event. The authors of this research did not receive this information. Furthermore,
the city needs to know what the revenue will be of hosting this event. Moreover, the
further research also needs to look into the costs and revenue of the restaurants. This
information could be received from the organization GLOW Eindhoven, to parallel
comparison to Leeuwarden. Furthermore, it was better to have a questionnaire with
having answers based on the Likert scale with one to sever. Whereas one was
indicated as strongly disagree, four as neither agree as disagree, seven as strongly
agree, and the other numbers in-between these mentioned criteria. This will give the
authors differentiation in the answers. Besides that it will also give us more
information for the results part.
Light event in
Leeuwarden
37
9. Reference List
Arch Daily - Light Matters: Europe's Leading Light Festivals retrieved 9 March 2016
from http://www.archdaily.com/443556/light-matters-europe-s-leading-light-festivals
Boo, S & Busser, J.A. (2005). Impact analysis of a tourism festival on tourist destination
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Sydney, Australia , 1(1), .
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Vliet, H. v. (2012). Festival Beleving. Utrecht: Hogeschool Utrecht.
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Light event in
Leeuwarden
39
10.
Light event in
Leeuwarden
Appendix 1: HRP Planning
40
11.
Appendix 3: Qualitative data
VVV Eindhoven
- 7 t/m 14 November 2015
- 1 miljoen toeristen in Eindhoven tijdens het evenement
- Mensen die er op afkwamen; International, fotografen, inwoners van Eindhoven
- Grootste evenement in Eindhoven
- Restaurants konden mee profiteren
- 25 gidsen op pad elke avond
- 730.000 bezoeker gedurende de week
- gloweindhoven.nl --> welke restaurant mee hebben gedaan
GLOW
1.
Hoeveel bezoekers heeft festival GLOW het afgelopen jaar aangetrokken?

730.000
2.
Is er een stijging geweest in het aantal bezoekers van de het eerste jaar tot
afgelopen jaar?
Ja
3.
Is het festival gegroeid in de afgelopen jaren met het oog op uitbreidingen? Ja
4.
Wat zijn de kosten van festival GLOW?
Nvt
5.
Wat zijn de opbrengsten van festival GLOW?
Nvt
6.
Wat is de doelgroep waar festival GLOW op focust? Jong en Oud
7.
Waren de bezoekers van festival GLOW meer en deels nationale of internationale
bezoekers? Beide
8.
Heeft festival GLOW bijgedragen aan het toerisme in de afgelopen jaren? Ja
9.
Hebben andere, vergelijkbare evenementen in Eindhoven, ook meer bezoekers
aangetrokken in de afgelopen jaren? Ja
10. Welke marketing strategien hanteert festival GLOW? Festival doet meeste via
social media
11. Zijn er grote investeringen gedaan in Eindhoven om het festival te laten plaats
vinden? (bijvoorbeeld infrastructuur, het renoveren van gebouwen, etc)
Nee
Light event in
Leeuwarden
41
12. Heeft festival GLOW effect gehad op de cultuur, natuur en economie van
Eindhoven? Zo ja, wat voor effecten? Ja, meer bezoekers, toeristen dus
ecomomische groei
13. Deden er restaurants mee aan de promotie van festival GLOW? Zo ja, hoeveel? Ja,
50
14. Deden er hotels mee aan de promotie van festival GLOW? Zo ja, hoeveel?
15. Heeft festival GLOW een positief effect op restaurants en hotels?
Ja
16. Heeft festival GLOW gezorgd voor meer banen in Eindhoven? Nee
17. Heeft het festival ook voordelen gecreerd voor de stad Eindhoven? Zo ja, wat
voor voordelen?
18. Heeft het festival ook nadelen veroorzaakt voor de stad Eindhoven? Zo ja, wat
voor nadelen?
Light event in
Leeuwarden
42
12.
Appendix 2: Quantitative Data
Bar Chart 1: Survey question 1
Do you think light festival will attract more

tourists?
Frequenc
y
Per
cent
Valid Per
cent
Cumulative
Per cent
Valid Yes
15
75.0
75.0
75.0
No
25.0
25.0
100.0
20
100.0
100.0
Total
Table 4: Frequency table survey question 2
Crosstab
Count
Do you think you will
make more revenue?
Yes
Gender Male
Female
Total
No
Total
9
17
2
3
11
20
Table 6: Crosstab survey question 3.
Light event in
Leeuwarden
43
Would promote your business? And make use of

special offerings?
Valid
Frequenc
y
Per
cent
Valid Per
cent
Cumulative
Per cent
Yes
12
60.0
60.0
60.0
No
40.0
40.0
100.0
Total
20
100.0
100.0
Table 9: Frequency table survey question 4.
Bar Chart 2: Survey question 4.
Are you willing to invest money?

Frequenc
y
Per cent
Valid
Valid Per
cent
Cumulative
Per cent
Yes
13
65.0
65.0
65.0
No
35.0
35.0
100.0
Total
20
100.0
100.0
Table 11: Frequency table survey question 5.
Light event in
Leeuwarden
44
Crosstab
Count
money?
Yes
Gende Male
r
Female
Total
No
Total
6
13
5
7
11
20
Table 12: Crosstab survey question 5
Do you think that Leeuwarden should invest more

in big events?
Frequenc
y
Per
cent
Valid Per
cent
Cumulative
Per cent
Valid Yes
12
60.0
60.0
60.0
No
40.0
40.0
100.0
20
100.0
100.0
Total
Table 13: Frequency table survey question 6
Light event in
Leeuwarden
45
Bar Chart 3: Survey question 6
Light event in
Leeuwarden
46
13.
1. The abstract
Justification of evaluation:
2. The topic description &
context
Justification of assessment:
3. The literature review


5. The project definition

6. The method section

7. The result section
8. The discussion section

9. The recommendations
Appendix 4: Individual Evaluation Maad

Soeknandan
Strongly
Disagree
Disagree
Neither
Agree
Nor
Disagree
3
Agree
Strongly
Agree
This is just a small summary of the whole report. So this is a

strength for me.
1
Also introduction is a strength for me. During my whole school

period I needed to make an introduction and conclusion. So I
know how to create a proper introduction.
1
2
3
4
5
I find it difficult to search the right information within the
articles. Besides that I also find it difficult to understand certain
articles.
1
2
3
4
5
The conceptual model is not difficult. We practises this in
different modules. So I understand how the conceptual model
works.
1
2
3
4
5
This is also very easy. If you know what your topic it is going to
be and already search for different information it is not that
hard to define the problem statement and research questions.
1
2
3
4
5
I thought that is part of the research together with the
introduction was the most easies part.
1
I the beginning I thought this was very difficult because I did

not understand the SPSS program. But when you know how the
program works it is not that difficult.
1
2
3
4
5
I thought that this part was very hard. Because we need to
combine the literature review with the results. That combining
part which information I should use by which results is a
weakness for me.
1
2
3
4
5
Light event in
Leeuwarden
47
10. A report with a good level
of academic writing &
references
14.
This is just a part were you conclude everything. So this is not

that hard.
1
This is my biggest weakness. I am not that good in academic

writing. So there is always somebody who needs to check my
APA and English grammar.
Appendix 5: Individual Evaluation Yorinde Knegt
1. The abstract
context



Strongly
Disagree
Disagree
Neither
Agree
Nor
Disagree
3
Agree
Strongly
Agree
I think this is not very difficult to make. This is an overall

summary about what you did during the research.
1
This is also not difficult, I have to look for enough information

about the topic.
1
The literature review is a weakness of mine; I find it difficult to

search for the right articles and sources to make a good
literature review.
1
2
3
4
5
This can be difficult for me, it depends on the topic for the
conceptual model.
1
Sometimes it is difficult to find the right research questions.

Then I know, what I want for a question, but I cannot formulate
it in a good question.
1
2
3
4
5
The method section of a research is not difficult, you just have
to know how you want to do the research.
1
The start of the result section is always hard, because then I do

not know how to start, but after the beginning I know what to
do.
1
2
3
4
5
Within the discussion part the results and the literature review
will be compared. I know how to do it, and most of the time I
Light event in
Leeuwarden
48
like it.
references
15.
The recommendations is an interesting part of the research, I

think it is not very difficult.
1
I know how to do APA style within a research or assignment, so

academic writing and referencing is not very difficult for me.
Appendix 6: Individual Evaluation Iris Volgers
1. The abstract

context

Strongly
Disagree
Disagree
Neither
Agree
Nor
Disagree
3
Agree
Strongly
Agree
I have not made an abstract before, due to the fact somebody

else made it fo HRP however, I do feel like I would be able to
make an abstract after I have finished my management report.
1
2
3
4
5
Because you give a general description of the topic and before
you start writing you already searched for background
information.
1
2
3
4
5
Because I noticed that it was hard to find the right sources for
research questions and I had a hard time figuring out what was
relevant information.
1
2
3
4
5
Have not made a conceptual model before.


I will be able to make a problem statement and research

questions. Because beforehand you already start thinking what
you want to investigate. However, I do think that the questions
need to be fine-tuned.
1
2
3
4
5
Together with the book of how to write a method I think I will be
able to write it. However, beforehand you need to know what
kind of research you want to do and how.
1
2
3
4
5
Light event in
Leeuwarden
49
references
16.
For HRP I also worked with SPSS and figured out how to make
crosstables, do chi-square test and other descriptive statistics.
1
Once you have the literature review you have to compare this
to the qualitative and quantitative results. This in order to
answer the research questions. I think I will be able to make
this, however I have not made it before.
1
2
3
4
5
During the results and writing the discussion it will become
clear what the recommendations will be.
1
Referencing within the text are sometimes hard in APA style.

The reference list will be no problem. My academic writing skills
are also fine, just after finishing the report I need to re-wright
sentences in a more appropriate way.
Appendix 7: Individual Report Marlien Polman
1. The abstract

context


Strongly
Disagree
Disagree
Neither
Agree
Nor
Disagree
3
Agree
Strongly
Agree
This was not a complicate part of the HRP assignment and I

know how to make an abstract from my previous years of
education.
1
2
3
4
5
For the HRP process it was quite easy to come up with a topic
because it was possible to have a lot of input. I believe it will be
harder for the MP because it should be based on the internship
company and there will be more restrictions.
1
2
3
4
5
I though this was the hardest part of the assignment due to the
fact that you need to do so much research and be able to link
this to each other.
1
2
3
4
5
I had no problems with making the conceptual model, because I
made the literature review and I had help of mister Mihalescu.
The conceptual model could easily be distracted from the
literature review.
1
2
3
4
5
Light event in
Leeuwarden
50



references
I thought that it was quite hard to figure out what we really

wanted to do research about and how to formulate this into
questions. Once we were on the right track and stirred in the
right direction it became easier.
1
2
3
4
5
I personally did not make the method section of the HRP report,
but based on what I know, it is not that hard. It is important to
know how youre going to retrieve quantitative and qualitative
information. I think this will be a more complicated process
when I will make my MP.
1
2
3
4
5
The most complicated part of the results was using SPSS and
actually read the results from these tables.
1
For the discussion the information of the HRP manual was

handy for me, because I could work according to those
guidelines and I could make sure that I had the right things that
were obligated in my report.
The recommendations of the HRP assignment were already

quite clear when we had our results due to the fact that not all
questions could be answered. We could base our
recommendations on this fact.
1
2
3
4
5
Referencing is not really a problem for me, but a good level of

academic writing is always a struggle. I always want to write in
a way that it stays interesting for the reader and that is not
always according to academic writing, so I should stay aware of
this while I will write my MP.
Light event in
Leeuwarden
51

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Hospitality Research Project

Light Event in Leeuwarden

Iris Volgers: 295868

Module: Psychology of Management & Organisation

Stenden International Hotel Management

Submitted in Partial Fulfilment of the Requirements of the degree Program Bachelor of

Submitted in Partial Fulfilment of the Requirements of the degree Program Bachelor of

Declaration own work

I composed this work myself.

Relation number Student # 1

Relation number Student # 2

Relation number Student # 3

Relation number Student #4

Keywords: Light event Advantages - Cultural benefits - Economic benefits - Tourism,

The conceptual model..................................................................14

Problem Statement & Research Questions...................................15

Knowledge about the field...........................................................32

Appendix 1: HRP Planning............................................................36

Appendix 2: Quantitative Data.....................................................37

Appendix 3: Filled in Surveys.......................................................40

Appendix 4: Individual Evaluation................................................41

Light festival in different countries

Light festival in Eindhoven

Light festival in Amsterdam

Socio economic impact of events

perceived socio-cultural impacts, in order to ascertain its overall impact or

Negative impact of events

3. The conceptual model

1: the conceptual model of hosting an event.

In figure 1 is shown the conceptual map of hosting an event. By hosting an event it is

4. Problem Statement & Research Questions

Tourist department of Eindhoven

participated in the promotion of festival GLOW. According to GLOW Eindhoven the

Leeuwarden as European cultural capital in 2018

Do you think light festival

Table 3: Cross tabulation between: Hosting the light event

Attract more tourists in Leeuwarden

Would promote your

Fisher's Exact Test

Special actions and offerings to promote business

Invest more money in your business

Do you think light

Leeuwarden should invest in big events like the lights festival

Do you think that

% within Are you

% within Do you think

% within Do you think

Cultural benefits for Leeuwarden

Economic benefits for Leeuwarden

The costs of a light event

event, the research question cannot be answered. There is no information received

8. Knowledge about the field

Recommendations for further research

Appendix 1: HRP Planning

Appendix 3: Qualitative data

Hoeveel bezoekers heeft festival GLOW het afgelopen jaar aangetrokken?

Is het festival gegroeid in de afgelopen jaren met het oog op uitbreidingen? Ja

Wat zijn de kosten van festival GLOW?

Wat zijn de opbrengsten van festival GLOW?

Wat is de doelgroep waar festival GLOW op focust? Jong en Oud

Heeft festival GLOW bijgedragen aan het toerisme in de afgelopen jaren? Ja

Appendix 2: Quantitative Data