Event Management Dissertation on
Sri Venkateshwara Swamy Brahmostavam at Tirupathi
Abstract
Brahmostavam is a great festival with lot of gathering from all over the world. The
document which is presented is completely based on the events which occur during
this period. As this fest is one of the biggest in Southern India where there is a
gathering of more than a million people there are many factors which influence the
service which a pilgrim gets during the course of the pilgrimage. The prime focus here
is to check whether the devotee who visits the event gets the required service in timely
or not. The document presents all factors which influence the pilgrimage starting from
the very point to entry to the exit of the sanctum. The main problem discussed in this
paper is the mismanagement which occurs in the site location, due to the many
problems follow that are ultimately solved by taking unanimous decision by the
management. In this paper all the problems which are faced are researched by using
quantitative methodology and data analysis is done so that the best solution is given.
Apart from that the main objectives and aims of the project are also studied is a
comprehensive way. A report is also generated which starts with literature review,
research methodology, data analysis which is a product of research method, the
overall findings of the research, the conclusion and the recommendation by which the
event is successfully handled and completed are presented. The research is
completely based on the functionalities and the methods which followed and
implemented in event management. Core comparison is done between event
management and Brahmostavam is conducted and based on the conclusions the
research activity is conducted. Lastly, the document is ended with recommendations
which are feasible to implement in the project are presented so that the functional
management of the Brahmostavam implements them in the sanctum and the
pilgrimage a happy moment for the devotee.
Table of Contents
Abstract ...................................................................................................................... 2
Chapter 1: Introduction ............................................................................................... 6
1.1 Problem definition ............................................................................................. 7
1.2 Proposed solution ............................................................................................. 7
1.3 Aims .................................................................................................................. 8
1.4 Objectives ......................................................................................................... 8
1.5 Scope definition ................................................................................................ 8
1.6 Structure of the report ....................................................................................... 9
Chapter 2. Literature Review .................................................................................... 10
2.1
Importance of Roles and Responsibility in Event Management .................. 10
2.2
Critical Success Factors .............................................................................. 11
2.2.1
Clear objectives .................................................................................... 11
2.2.2
Pre- Event Planning .............................................................................. 11
2.2.3
Selection of expertise and staff ............................................................. 12
2.2.4
Managerial decision and organizational structure ................................. 12
2.2.5
Identification of financial resources and sponsorships .......................... 13
2.2.6
Disaster management and mitigation strategies ................................... 13
2.2.7
Marketing and Promotion...................................................................... 14
2.2.8
Facilities provision ................................................................................ 14
2.2.9
Crowd and queue management ........................................................... 15
2.2.10 Security measures ................................................................................ 15
2.2.11 Code of Conduct ................................................................................... 15
2.3
Failure Factors ............................................................................................ 15
2.3.1
Improper planning ................................................................................. 16
2.3.2
Improper facility management .............................................................. 16
2.3.3
Improper crowd and queue management ............................................. 16
2.3.4
Wrong Estimates .................................................................................. 16
2.3.5
Improper Marketing .............................................................................. 17
2.3.6
Unavailability of resources .................................................................... 17
2.3.7
Lack of communication strategies ........................................................ 18
2.3.8
Not using technology and signage ........................................................ 18
2.3.9
Lack of Guides...................................................................................... 18
2.3.10 Project Tracking and management issues ............................................ 19
2.5. TTD and Brahmostavam Event Management ................................................ 19
2.5.1. Tourism in Tirupathi ................................................................................. 19
2.5.2. History of the temple ................................................................................ 20
2.5.3. Customer visits and Contribution ............................................................. 20
2.5.4. Brahmostavam Event and Programs ....................................................... 21
2.5.5. Organizational structure of Tirumala Tirupati Devasthanams .................. 23
2.5.6. Facilities provided to the devotees ........................................................... 24
2.5.7. Information of daily activities .................................................................... 25
2.6. Summary........................................................................................................ 25
Chapter 3: Methodology ........................................................................................... 26
3.1. Mixed Research ............................................................................................. 26
3.2. Research Process .......................................................................................... 27
3.3. Closed ended questions................................................................................. 28
3.4. Data collection ............................................................................................... 29
3.5. Hypotheses .................................................................................................... 29
3.6. Sample Selection ........................................................................................... 30
3.7. Validity of results ............................................................................................ 31
3.8. Summary........................................................................................................ 31
Chapter 4: Data Analysis.......................................................................................... 32
4.1. Survey Analysis ............................................................................................. 32
4.1.1. Critical success factors for the Event ....................................................... 32
4.1.2. Reasons for failure of the event ............................................................... 40
4.2. Interviews ....................................................................................................... 47
4.3. Summary........................................................................................................ 48
Chapter 5: Results.................................................................................................... 48
5.1. Review of Results .......................................................................................... 48
5.2. Hypothesis Test Results ................................................................................ 50
Chapter 6: Recommendations .................................................................................. 52
Chapter 7: Conclusion .............................................................................................. 53
References ............................................................................................................... 55
Appendices .............................................................................................................. 58
1. Creating Pre-event planning ............................................................................. 58
2. Making Better Managerial Decisions ................................................................. 59
3. Facilities provision ............................................................................................. 59
4. Other CSFs for Event Management .................................................................. 60
5. Improper planning ............................................................................................. 60
6. Improper Crowd and queue management......................................................... 61
7. Lack of Efficient Communication ....................................................................... 61
8. Other reasons for failure of Event ..................................................................... 62
Hypothesis Test Results ....................................................................................... 62
Chapter 1: Introduction
Event management is the application of project management tools and management
skills for arranging and organising large events. To make an event successful, lot of
efforts and hardship have to be invested so that the target goals are accomplished. In
the recent times due to the rising requirement of events, event management has
become its own independent discipline where many have taken it as a career path. In
order to handle an event at first the main objective of the event has to be identified
then the target audience have to be identified (Saleem, Bhat, & Khan, 2017). Once
both are in hand, coordinating it with the technical functionalities will be conducted to
launch the event properly so that the event will be a great success. After identifying
the above mentioned the time line of event will be calculated which is followed by the
venue of the event. Once the three are assembled, the stage is set for going forward
with the suppliers, budget and managing the event, communication in the event and
the risks involved during the process. The main factors which contribute to the success
of event management are as follows. Planning the event well in advance with all the
requirements for handling the event makes the event a grand success with good
appreciation from the audience point of view (Fogarassy, Horvath, Kovacs, Szoke, &
Takacs Gyorgy, 2017). By planning properly most of the risks which occur in the
project can be identified in the early stage itself so that they can be mitigated and
eradicated completely out of the event. After the above process all the equipment
which are required for organizing the event have to be quoted first for purchasing.
Based on the availability of goods and cost feasibility the goods have to be purchased
for assembling the event management requirements. There has to be good
communication between all the associates and the event manager so that the
communication gap problem can be removed. All the communication equipment have
to be of fine grade, so that they never create any problems in the event (Thomas &
Bowdin, 2012). All the members who are working on the event have to assigned
correct roles and responsibilities so that they know what to do a particular time.
Brahmostavam is one important event in India held in Tirumala Tirupathi Devastanam,
which carries the same attributes as that of an event and in fact very much similar to
an event. By comparing and analysing the event management with the functions of
Brahmostavam a great insight can be gained regarding the allocation of resources to
the pilgrims of the fest because both follow the way of execution. The other important
factor which have to be considered are the number of people who will assemble in the
Brahmostavam which is very much similar to that of a large event.
1.1 Problem definition
Brahmostavam is one of the brightest festivals for Hindus in southern part of India.
The event is continuously conducted for nine days starting from the very morning to
late night. The main problem which occur during the Brahmostavam event is
mismanagement of both tangible and intangible resources due to which the pilgrims
and devotees are not getting the required resources they deserve in the site location
at the right time. In some events the pilgrims come from various countries round the
globe just to attend the festival. The populations is also very high. This kind of
situations make the management unable to manage the crowd and the deserved
resources and not given to them in a timely manner. This scenarios occurs every year
leading to disappointment to the management and pilgrims who have come to visit.
Apart from the above mentioned there is no proper research conducted on the event
as the population which attends the event is always par beyond the expected which
cannot be gauged by proper tools. This situation has given rise to implementation of
unanimous decisions by the management which sometimes worked and sometime
ended in a more critical state. Overall the intended result never used to appear and
the management was always in a clogged state which showed direct impact on the
pilgrims visiting the site location at the time of the Brahmostavam event.
1.2 Proposed solution
From the above mentioned problem the proposed solution is proper management of
all the resources which are in the hands of the management so that all the devotees
and pilgrims will not face any problem during the course of the event like proper
arrangement of amenities, proper transport facilities, prioritising the events, proper
tourism facilities. Most important of all a frisk free event where every devotee enjoys
the pilgrimage as well as the event. The core reason for the above mentioned is it is a
very big cultural event where millions of people from all the countries round the globe
gather at one place to have a glimpse of the lord during the sacred period of
Brahmostavam. Apart from the above mentioned all the positive and negative factors
which will influence the event will be presented in the report.
1.3 Aims
The main aim of the report is to identify the success and failure factors in the event
which cause impact on the event to progress further. As mentioned above the event
is conducted for nine days where the pilgrims from all over the world attend the event.
During the progress of the event there are many factors which influence the flow. By
implementing the success factors by the management most of the problems which
cause problems in the event will be removed completed. Apart from that, the failure
factors contribute as lessons which have to be learned and implemented in the next
phase of the event.
1.4 Objectives
The main objectives of the report are to

To conduct literature study to determine the positive and negative factors which
influence the main event.

Conduct numerical study of the positive and negative factors which influence
the course of the Brahmostavam.

To identify all the critical success factors which will lead to the success of the
Brahmostavam.

Determine the number of resources which are present in the event and to check
whether the pilgrim is getting them on demand.

To determine the imbalance which is created during the execution of the event
so that the right arrangements are made to all the pilgrims

To understand the basic problems which a common man faces when he enters
the sanctum.

If the assembled devotees are par beyond the expected are they the getting the
required resources or not in timely manner.

Provide recommendation on how exactly to manage events where there is lot
of gathering and the resources and limited for the devotees

Provide solutions on the how exactly the resources have to be allocated so that
the devotee is never in a grid lock state.
1.5 Scope definition
The scope of the project is to see that the event will be in the defined scope but never
cross beyond that. The scope as per the present problem is to gather all the critical
success and failure factors and develop a good management system such that all the
resources are used properly by the management and provide the best service to the
pilgrims. Care has been taken such that scope creep cannot occur in any way possible.
Good focus has been taken that the research goes forward as per the plan with no
diversions of any sort.
1.6 Structure of the report
The structure of the report starts with the literature review where all the factors such
as the critical success factors and the failures which will influence the event will be
analysed and presented. The main reason for taking literature review as a tool is there
will be a clear assessment of the problem in the past as well as the present. In fact the
case taken needs lot of study as both the positive and negative points have to be
evaluated. Secondly, the research method which is conducted in the given case is
mixed research which is selected to get all the reading and the relevant information as
part of the results. The data which will be collected from this research method and the
main focus is exclusively on numerical values. After the data collection phase is
completed it will be further analysed to get the final result in percentages and numbers.
Based on the values found, the findings will be segregated. As mentioned above the
findings will be in numerical values which has to be followed. The final result of the
research is to know whether the problem is biased or unbiased. Based on the final
results of the finding the conclusion will be given which is on what factors the prime
focus has to be given in the form of recommendations so that the management of the
Brahmostavam event manages the event in a better way such that the pilgrims get the
best allocated resources at the same time, the management is always in a good pace
to provide more service to the devotees to improve the tourism and future events.
Chapter 2. Literature Review
Event management involves application of several projects planning and
implementation techniques. It is necessary for the even manager to understand
several factors that influence success and failure of the event Management Project.
The role of organization structure and development of clear roles and responsibilities
will lead to create accountability to the employees. In addition to these critical success
factors and reasons for failures, the facts and figures about TTD and Brahmostavam
event should be evaluated. The literature review conducted in this chapter critically
evaluates the role of organization structure, considering critical success factors,
understanding reasons for failure of an event management, and should plan event
with best practices. In addition current practices followed by TTD to manage
Brahmostavam event was also discussed in detail in next few sections of the chapter.
2.1 Importance of Roles and Responsibility in Event Management
Clarity in roles and responsibilities is vital for bigger event management. Events at
large scale are handled by having expertise enrolled to carry on the responsibilities
and contribute towards the success of event. For example, for events like TTD’s
Brahmostavam, government has many positions created to ensure that devotees are
able to have glimpse of god and have their stay at Tirumala with a spiritual and
devotional feeling (Berners, 2017). The fervour is being carried out since centuries
successfully. Such kind of events are inspiring because they are handled with utmost
care and also showcase that the events are well planned with sufficient staff and
empowerment of management. The role of each management personnel and the staff
requires to be clearly communicated and each employee or personnel to adhere to
their roles and responsibilities without any deviations to contribute to the success of
the event. Lack of clarity in roles and responsibilities drives chaotic situations and adds
to confusion creating lag in taking the responsibility by individuals involved in the
management and execution of the event. Lynn and Kalay signify that it’s the clarity in
roles and responsibilities as they are related with the vision and mission of the
organization or the objective of the event that is being conducted (Lynn & Kalay, 2015).
To be adhering to the budget and to have control of the activities it is needed that there
is clarity in regards to each organizing and executing committee member. Also, as
recognized by Srikanth and Jomon, role ambiguity adds to non-adherence to schedule
as well as as in effecting the culture of the organization in a negative manner with lack
of accountability sinking in (Srikanth & Jomon, 2013). The role conflicts create
management issues and have negative impact on the organizing committee.
2.2 Critical Success Factors
An event to be successful requires a collaborative and cooperative effort of various
resources. Bigger events such as the religious pilgrimages, visit of saints to holy
places is an event that needs to be managed properly to be successful. Events such
as the Tirumala Tirupathi Devastanam (TTD) conducts Brahmostavam on an annual
basis that draws huge number of crowds to the place from across the world. The event
draws huge crowds and thus requires to be well planned in advance for which a time
frame or schedule is to be maintained. These days that the special event is carried
requires special arrangements that are huge and grand. Few of the critical success
factors of the event include the following:
2.2.1 Clear objectives
An event to be arranged requires to have clear objectives. Straeten (2013, p.12) states
that objectives can be both internal and external, requiring it to be specific,
measurable, acceptable, realistic, and time bound (SMART) (Straeten, 2013). Few
examples of the objectives by organizations arranging for religious events include,
teaching, promoting and propagating the doctrine of religion; promoting spiritualism
and showing a way of conduct to masses; helping promote religious beliefs and to
propagate the supremacy of the god; and having a common venue and reason to
celebrate. As identified by Kose, Argan, and Argan, the main aim of conducting events
is to bring people together to enhance their life that provides economic benefits to both
the organization, state and country (Kose, Argan, & Argan, 2011). The special events
are run on objectives of providing support activities and help the needy and poor with
the funds gathered; maintenance of organization; for social and economic good of the
country.
2.2.2 Pre- Event Planning
Planning for the event in prior ads to the success of the event. Damster and
Tasiopoulos recognize that site evaluation, making arrangements for staff selection
and recruitment, volunteers and having call the vendors in order to set up stalls is
required to be done in prior to make the event successful (Damster & Tassiopoulos,
2005, p. 119). Also, necessary contracts, agreements, prior approvals for the fund
release, government permissions, security personnel arrangements, and having
develop a schedule with the activities that are needed to be conducted are to be done
before the actual event (Chaturvedi, 2009, p. 24). An estimation of the crowd will
enable in making arrangements accordingly. To gather such estimations, study of
historical data and gathering information is needed. Requirement analysis and
feasibility analysis including economic, technical and organizational feasibility will
provide ample information to make arrangements.
2.2.3 Selection of expertise and staff
On completion of the pre-event planning, selecting of the staff and expertise in
accordance to the event are to be done. Having the priests and saints coming over to
religious places draws huge crowds that need to be managed and thus efficient staff
is required (Morsi, 2016, p. 53). For example, the staff is needed to carry on the
religious activities, to monitor the event, to control the event with security staff and
volunteers serving the visitors or devotees, having staff to keep the premises or venue
neat and clean, technical and security personnel, accounting and maintenance staff is
also required to conduct the event successful (Mallen & Adams, 2017). Apart from
these, arranging for emergency medical facility needs doctors and medical staff,
having taskforce and trained personnel to act during emergency situations such as fire
or other mishaps.
2.2.4 Managerial decision and organizational structure
The most important factor that drives event toward success is its management team.
The management team involves the decision makers who are sponsors or individuals
in touch with them and have control over the budget and impact the conduct of the
event. Decisions pertaining to the planning and scheduling, activities pertaining to
certain Pooja’s and other ritual fervours and venue are decided by the management
team based on the past experience. Wahab, Shahibi, Ali, Bakar, and Ahmad reveal
that leadership and decision making is crucial for an event to be successful.
Leadership is recognized to be the oldest profession and a people leader will become
a transformational and a charismatic leader. The authors state that leadership
behaviour influences financial performance and does keep people binded towards the
objectives (Wahab, Shahibi, Ali, Bakar, & Ahmad, 2014). Similarly, the leadership
drives the successful event management. Decision making is one of the important
criterias of a successful leader. Delegation of tasks, having control over the activities
by having a reporting structuring, following up with the resources to ensure activities
are carried out as per schedule is important for an event Manager. Wahab, Shahibi,
Ali, Bakar, and Ahmad assert that leaders are able to break the tasks in easy
manageable activities and delegate them utilizing the resouces to the optimum to be
able to accomplish the task. The organizational structure depicts the reporting
structure that needs to be well maintained to have a track of the project. The project
Manager or the leader of the event needs to be well informed about the status and
should be frequently communicating to be able to make necessary changes or take
quick decisions that are needed for the smooth conduct of the event.
2.2.5 Identification of financial resources and sponsorships
In planning an event at a large scale, funds are to be accessed or gathered from
various sources. Identifying of sponsors of the event is crucial. Large events at national
or international level are usually sponsored by the government and the funds that are
collated by the organization itself. Chaturvedi, magnifies that large events require
several contracts to be signed and include penalty for cancellations. Key stakeholders
of the event are to be identified for having the financial resources in place and also the
sponsors and a budget is to be drawn in order to have the event carried on effectively
(Chaturvedi, 2009). Sponsors are the controllers of an event by keeping the control on
the budget by having the authority to release or stop the funds from release. On
pooling of sufficient funds only do the event be successful with all the arrangements
that are possible with finances (Gurung & Bikash, 2013, p. 17). Normally for religious
activities the funds are collated from the devotees by having the counters set for the
donations made and all the charity that the organization or trust receives are utilized
to conduct the event at large scale.
2.2.6 Disaster management and mitigation strategies
The risks are to be identified in prior so that mitigation strategies are formulated. Large
scale events draw huge crowds and are to be managed efficiently to avoid any kind of
mishaps. Security personnel are to be appointed in order to help the devotees or crowd
during unforeseen events of accidents of any impact. Disasters such as stampedes,
fire, heavy rainfall, power outage have serious impact on the event by posing threat to
human lives. Keeping these in mind the event managers are supposed to make proper
arrangements to act accordingly during such situations or have preventive steps and
measures taken (Beekharry & Baroudi, 2015). Mitigation strategies that an event
Manager can follow include the setting up of medical facilities, help centres, shelter
arrangement, food arrangement and sufficient staff including security personnel as
well as volunteers to act accordingly during the event.
2.2.7 Marketing and Promotion
Events being conducted or planned are to be marketed and advertised profoundly.
The event schedule is to be let known to the people through advertising strategies of
forwarding invites using social and electronic media, advertising through radio,
television and print media such as through newspapers, brochures, pamphlets and
also through flex i’s and banners (Alan, Kabadayi, & Koksal, 2017). An event is
considered successful when it draws huge crowds and is also appreciated for the
arrangements made for public to use and enjoy or cherish the moments. For example,
the “Godavari pushkar” was conducted in July 2015 and the government of India had
taken major steps to advertise it heavily by showcasing the importance of such event
by showcasing the sanctity and rarity of such event (Akurath, Rao, & Sai, 2017). It was
a time bound event and several arrangements were made by the government for
comfortable pilgrimage. The event could draw the large number of people across the
country due to its heavy marketing and promotion. The temples, the donation counters
at the pilgrimage collected huge funds that was helpful for the government to arrange
for several social and charitable needs. It was conducted and ended with great pomp.
2.2.8 Facilities provision
The facilities arrangement is crucial factor for any event to be successful. The
customer satisfaction or audience entertainment is the ultimate goal of the event. The
arrangements depend upon the estimate of number of visitors to the event and also
on the funds collected or sponsorships received (Schwarz, Westerbeek, Turner, & Liu,
2016). The facilities include the food and accommodation, drinking water supply,
sanitation facility, medical facilities, lighting and seating are bare minimum in an event
conduct. The other facilities of transport, security, availability of stalls for requirements
to be purchased, signs to showcase the way are to be arranged by the event
managers.
2.2.9 Crowd and queue management
Events involve visitors and managing the crowd and making arrangements for helping
all the visitors reach and enjoy the event or cherish the spiritual discourses or other
aspect of an event without any discomfort (Roy & Venugopal, 2013). This is possible
with arrangement of security personnel and also volunteers guiding the visitors
appropriately to avoid any mishaps of stampedes, missing of children and other
mismanaged outcomes that may result in loss, or thefts causing bitter experience to
people. Instead a proper crowd and queue management will enable adding to the
experience and good memories.
2.2.10 Security measures
The security measures with the use of having police patrolling, assigning of security
personnel to check the baggage’s or luggage for security reasons and to avoid any
unforeseen events that may occur during big events due to improper security
measures and ill will of few anti-social elements (Roy & Venugopal, 2013). Cross
checking of individual’s credentials through the unique identification codes or cards
and having placement of access controls in the areas identified as restricted for visitor
use and only for the administrative or management staff to be used can help in
preventing loss or theft.
2.2.11 Code of Conduct
The code of conduct is to be drawn and followed by all the members involved in the
event management. Proper training of the recruited staff on the code of conduct,
conducting of awareness sessions is important to ensure control on behaviour of staff.
Following of protocols is crucial and also requires adherence to code of conduct and
other policies of privacy and security (Tassiopoulos & Nicolaides, 2017). The
behaviour of management and the staff dealing with the crowd plays a vital role in
creating an experience in the hearts of a visitor. Hence, careful drawing of codes and
policies and adherence ensures safety and security and also success of the event.
2.3 Failure Factors
If an event is failing to create an experience and has drawn negative feedback,
reasons behind the failure of it are to known so that necessary actions and crucial
measure to prevent those acts for future are taken.
2.3.1 Improper planning
Improper planning is considered as one of the biggest reasons for the failure of an
event. Amendola identified that improper planning is the result of lack of
communication, improper or improper use of resources, inappropriate venue selection,
and inappropriate times of conducting the events or non-adherence to the schedule
contributes to the improper planning leading to an event failure (Amendola, 2013).
Improperly planned events loses trust of visitors and results in adding bad experience
of visitors.
2.3.2 Improper facility management
As facility provision is important in an event, its improper use, non-availability of
resources to maintain cleanliness, lack of food and accommodation, drinking water
facility and loss medical help at crucial times contributes to failure of the event (Chau,
Chan, Lu, & Webster, 2017).Word of mouth spreads faster and importantly negative
feedback spreads quickly having major impact on pulling the crowd to the event
(Bregman & Edell, 2016). Lack of security measures and other facilities creates a
negative impact on the event.
2.3.3 Improper crowd and queue management
Large events pose threat of mishaps, improper traffic management, and lack of
security personnel and volunteers guiding the way for visitors, traveller leads to
mismanagement (Olusola, Okolie, & Adesina, 2013). Several religious events or
bigger events conducted reported in a stampede situation. For example, in 2003,
pilgrims at Nashik’s kumbh mela reported stampede situation resulting is death of 29
members. Kumbh Mela is held once in 12 years that draws huge crowd at the place
(Sridhar, Gautret, & Brouqui, 2015). The reason for the incident was due to improper
crowd management due to improper crowd behaviour, irresponsible police handling
and also non adherence to duties and responsibilities as assigned.
2.3.4 Wrong Estimates
Wrong estimation results in improper planning and poor facilities that create a negative
impact on the event management (Galil, Clark, & Carlton, 2011). The wrong estimates
in budget, financial planning, resource recruitment and hiring, as well as improper
estimation pertaining to visitors for facility arrangement leading to poor facilities results
in failure of event due to negative feedback and impression of customers or visitors.
2.3.5 Improper Marketing
Marketing of such big events is crucial to draw crowd that helps in gathering good
amount of money towards charity or donation and also for propaganda of the event.
Media involvement through electronic or print is needed to conduct such event.
Advertising and marketing will help in reaching the masses to communicate about the
event (Kose, Argan, & Argan, Special event management and event marketing: A case
study of TKBL all star 2011 in Turkey , 2011). However, if no such communication is
done about the speciality of the event and its organization, general public is unable to
reach the venue for the event. Improper marketing with improper communication or
improper way of making the expectations reach the general public contributes towards
failure of the event. Jackson stated that events are part of society and are required to
be managed properly in order to receive positive feedback from general public
(Sucherly, Sari, & Kaltum, 2016). Also, any crisis handling situation is not properly
done gets negative feedback which results in negative marketing and has serious
impact on the event conduct. As marketing is the biggest source for such events which
are conducted annually or once in many years require marketing to be done at large
scale.
2.3.6 Unavailability of resources
To carry on the event successfully it is very necessary to get cooperative and
collaborative staff which is responsible and accountable. Culture of the organization
involved in conducting such events is crucial as improper behaviour or lack of trust
and irresponsible way of handling crowd results in crisis. Assessment of resources
needed to conduct the event requires to be done in planning stage and in pre –event
activities such as training of those resources is to be done (Jackson, 2013). If resource
requirement is not done properly, crowd management and queue management results
in mishaps such as stampedes and also in creating bad experience among the public
due to poor arrangements (Getz & Page, 2016). However, the public must also be
guided to keep their behaviour in check during such occasions and not panic and help
each other. It entirely depends upon the personnel recruited to conduct such events
to have smooth flow of public and should it be at loss, results in failure of event. For
the event vendor and supplier management is important in order to receive required
material and if supply chain management is not in place results in insufficient material
contributing to failure of the event. Utilization of resources in an optimum manner and
also availability of them in required numbers makes the event successful.
2.3.7 Lack of communication strategies
Communication is vital in event management.
Having clarity of roles and
responsibilities and ensuring that the activities are being done as per schedule
requires frequent internal communication (Odine, 2015). The staff needs to be
provided with clear instructions and also they need to follow protocol to have flow of
information alike to all. The lack of flow of information results in improper management
of event. Further, external communication with the general public or the visitors to
events is important. Providing of help centres and guiding them about the way to reach
the venue or places of importance and towards facilities helps in removing the
confusion and adds to good experience of the general public (Husain, 2013).
Communication with the visitors also helps them in knowing the schedule to have
proper management of crowd and queue. Lack of having proper communication
channel, or technology to communicate among the staff as well as with the visitors
results in chaos contributing to event failure.
2.3.8 Not using technology and signage
Technology is vital for safety and security. Access control measures and having the
technology to check the baggage or to detect bombs helps in avoiding situations that
are life threatening (Morsi, 2016). To communicate both internally and externally, it is
important to use technology. Lack of sufficient technology such as use of microphones,
walky-talky, internet connection to use internal communication tool is needed in
absence of such technology, communication is not proper and results in improper or
delayed performance resulting in failure of event (Moyle, Kennelly, & Lamont, 2014).
Lack of setting up a platform to communicate about the loss or potential threat causes
serious life threatening situations. Hence, resulting in event failure.
2.3.9 Lack of Guides
As part of crowd management, permitting guides and tour holders with proper licensing
is also needed to reduce the chaos. As visitors will be new to place and the set for the
event makes the place all the more new (Berners, 2017). Guides are needed to help
visitors to reach the venue and also the places around the venue boosting travel and
tourism industry. Lack of maps and directions placed with arrow marks, signage results
in adding to the bad experience of visitors.
2.3.10 Project Tracking and management issues
An event is successful only when it is tracked properly to ensure adherence to the
schedule. If the project is not tracked efficiently for all the activities listed results in
improper planning and execution causing much delay and also adding to bad
experience of both the visitors as well as employees (Gido & Clements, 2014). Hence,
it is important that timelines are adhered and followed. Also, management issues if not
resolved when communicated and immediate action is not taken results in failure of
the event due to improper crisis management.
2.5. TTD and Brahmostavam Event Management
2.5.1. Tourism in Tirupathi
Religious Tourism are religious motivated and connected with holiday making. As per
Vamshi religious tourism is undertaken to perform the act of worship, for expressing
the gratitude, full filling the vows and confessing our sins (Vamshi, 2014). Religious
tourism is also undertaken towards achieving our social and spiritual salvation and
towards commemorating and celebrating certain religious events. Religious tourism
has a major role to play in the Indian Tourism industry which more than 100 million
people who travel to various religious events. Short term trips are taken by middle and
upper income group contributing to 50% of the share packages, 20% of the visitors
taking a single day trip for pilgrimage purposes.
Tirupathi which have the world’s famous temple, is the most ancient and a spectacular
place for pilgrimage. It is situated in Chitter District in AP. The most visited destination
is Tirupathi in Chittor with about 51% of the domestic visitors of the state visit Tirupathi
(Ministry of Tourism, 2010). There is the sacred temple of Lord Venkateshwara that is
situated in Tirumala Hills. Babu states that it is the richest and the most visited religious
tourist places followed by Vatican City (Babu, 2013). Sri Venkateshwara temple is
located on the 7th hill. This big and spacious temple have the picturesque Tirumalai
range. The temple is surrounded by the tower, the Gopuram. The dome of the temple
Vimana is shining gold plated is called the Ananda Nilayam. Lord Venkateshwara
resides in the temple is an amalgamation of both Vishnu and Shiva. The temple is
situated on an altitude of 3200 ft. above the sea level. The architecture of the temple
is majestic and magnificent.
The temples complex holds the biggest festival
Brahmostavam apart from the other events and festivals that are organized. At that
time of the year there is huge rush of both Indian tourists and foreign tourists. Three
crores pilgrims visit the shine annually and is regarded as the single largest tourist
inflows in the state of AP. Thus, it helps the economic and the social potentiality of the
local people, the earnings of the state and enhances the tourism industry.
2.5.2. History of the temple
The history of the temple dates back with references of the deity in Tamil literature in
the 1st and the 2nd century AD. It was between the 8th and the 9th century that a temple
with a regular Garbha Griha (Main Temple) came into existence. (Mohonakrishnan,
2006). It was Sri Ramanuja who planned to enlarge the temple. He brought the idol of
Sri Govindaraja and placed in lower Tirupati. It was in the Vijayanagara period that the
temple reached its fame and glory. Krishnadevaraya made a lot of contribution towards
the development of the temple with a lot offering. Achyutaraya also contributed to its
prosperity. Moreover, the Pallavas of Kanchipuram, the Cholas of Thanjavur, and
Pandayas of Madurai were all devotees of the Lord competing with one another with
huge contribution and offerings. After the decline of the Vijayanagar Dynasty various
nobles and chieftains contributed to the offering like the Maratha general Raghoji
Bhonsle (Tirumala Tirupati Devasthanam, 2015). After the fall of the Hindu kings, the
Muslim rulers of Karnataka and British took over. It was in the year 1843 that the East
India Company ordered to transfer the administration to Sri Seva Dossji of the
Hatiramji Mutt at Tirumala and it remained in the supervision of the Mahants till 1933
for more than 90 years. In 1933 the Madras Legislature enacted the TTD to take
control of the administration of the temple
2.5.3. Customer visits and Contribution
In 2016 the temple witnessed an increase 2.73 crore of devotees visiting the temple
as compared to 2.66 crores of visitors in the year 2015. The Hundi earning of the
temple is Rs. 1, 1018 crores and 10.34 crores from laddu sale. TTD also earned an
additional Rs. 201 crores from Rs.300 selling of tickets for quick darshan from as many
as 67.12 lakhs of devotees. 50,974 Arjitha Seva was also sold online for a single
month. The approved budget for the year 2016-2017 was Rs. 2,678 crores (The News
Minute, 2017) . The temple expected revenue of from cash offering of Rs. 1010 crores
and an interest of investment of Rs. 767 crores. The sale of hair is expected to touch
Rs. 150 crores. But the temple performed much well than the projections much better
than expected after demonetisation.
2.5.4. Brahmostavam Event and Programs
Brahmostavam is an annual festival that lasts for 10 days. The belief of Brahmostavam
was first observed when Lord Brahma, the creator performed puja on Lord
Venkateshwara along with the rishis and innumerable devotees. Historical evidence
of the celebration of Brahmostavam dates to the period of Pallavas, Saravia, princes
from the Pallavas dynasty stared this festival in 996 AD. The festival gets celebrated
when the Sun is transmitting Virgo Rashi that coincides with the Navrathi festival of
Aaswayuja masam of the Telugu month. In everyone in three years Adhika masam
happens where Brahmostavam is celebrated twice otherwise it happens only once a
year.
The first day of the festival starts by hoisting the flag having the emblem of a black
Garuda. This is done near the dwajasthambam. There is a spectacular procession of
the Lord Venkateswara is held along with Sridevi and Bhoodevi. The idols are seated
in Peddashesha Vahanam gold glittered surrounding the four main streets of the main
temple. The event is done to commemorate where Lord Vishnu rests in Adi Sheesha
a thousand-headed serpent and Tirumala is that of the appearance of Adi Sheesha.
The second day starts in the morning where the Lord is taken around the streets in a
Sheesha Vahana. Hamsa Vahana is used that resembles purity and having intellectual
capabilities. This also reminds the devotees to distinguish between the good and the
bad and that the incarnation of the Lord is from the swan. In this way Lord takes the
appearance of Archarya restoring the entire Vedic records that was taken over by the
demons. At night the deities are taken to Uyala Mantapam for Unjal Seva.
Third day morning Lord a carried on Simha Vahana symbolizing power. Lord himself
is simha taking the form of Narasimha so the kill the demon. At night Unjal Seva is
carried out. After that the Lord takes the ride in Mutyalapandri Vahana that is decorated
in a pearl canopy symbolizing grace, royalty and love to His worshipers.
In the morning of the fourth day lord takes the ride in a Kalpavriksha Vahana.
Kalpavriksha symbolizes a tree granting booms and wishes of the devotees. This
signifies Lord Vishnu fulfils the wishes, the grants and the boobs of the devotees. At
night after the Unjal Seva is complete the deity is carried on a Sarvadhoopala Vahana
that states that HE is the Lord of all the kings and the mother earth always protecting
us people.
Mohini Avatarothsavam to honour the Lord incarnation of Mohini in the morning of the
fifth day. As per legends devas and danavas was fighting for Amrit under the ocean
and it was Lord Vishnu incarnating as Mohini who helped devas possess the Amrit.
The lord dresses like Mohini is taken in a palanquin in a procession. In the same
procession Lord Krishna is also accompanied. After the Unjal Seva, the Lord, Sridevi
and Bhoodevi are seated in Garuda Vahana. The Lord is decorated with precious
jewels. Garuda resembles the king of the Veda and Lord, the God of the Vedas. There
witnesses huge number of pilgrims visiting this day.
On the sixth day the Lord is carried on Hanumad Vahana. Hanuman is an incarnation
of Vishnu is the greatest devotee of Sri Rama. The Lord was not able to thank
Hanuman enough of his faithful service enough. Devotees have the belief that if they
can catch a glimpse of the Lord on that day they would be blessed. On this day instead
of performing Unjal Seva, the spring festival Vasantotsavam is celebrated. At night the
Lord takes the ride on a Gaja Vahana. Gajam or the elephant symbolizes wealth.
Seventh day Lord is riding on the Suryaprabha Vahana. Surya, another form of Vishnu
is the son of Aditi. In the Hindu mythology it is believed that Vishnu is in the centre of
the universe representing the datum. At night the Lord is convoyed on Chandraprabha
Vahana, a moon shaped vehicle. Chanda or the moon is the commander of the mind
and the king of medicine. The chariot is decorated in pearls and eliminates pleasant
reflection that smoothens the minds of the pilgrims.
The eight day witnesses the celebration of Rathotsavam where the Lord with Sridevi
and Bhoodevi are seated in a chariot and taken in the morning. There is general belief
that those who witness Rathotsavam gets the privilege of not to be reborn. Lord
Krishna charioteer with four horses Meghapushpam, Valahakam, Sugreevam and
Saibbyam are placed before the idols. The chariot is pulled by the devotees and this
is the only time the devotees get the opportunities to serve the Lord during the festival.
After the completion of the Unjal Seva the idols are taken is Aswa Vahana, the horses.
The four horses ratha, gaja, turaga and pada representing the four wings of the military
forces in ancient times and a symbol of energy.
In the morning of the last day Pallaki Seva and Chakrasnana Mahotsavam are
performed in the morning and in the evening Dwajavorohanam is performed. A
procession goes to the shrine of Sri Varahaseami on the banks of Swami Pushkarani.
The idols are bath in oil, turmeric power performing the Abhishekam. The Garuda flag
is lowered to mark the end of the Brahnotsavam festival.
2.5.5. Organizational structure of Tirumala Tirupati Devasthanams
Tirumala Tirupati Devasthanams is under the Government of Andhra Pradesh,
Ministry of Endowments. The commissioner of endowments is appointed by the
government. The Devasthanam is under the general superintendence and the control
of the commissioner. Under the commissioner there is a TTD separate board of
trustees. The government have constituted the board of trustees. The chairman of the
board of directors is appointment by the state government of AP having a term period
of two year. The chairman won’t be eligible for drawing any salary or remuneration
from TTD funds except a compensatory allowance or honorarium or travelling
allowance. The head of the board of the trusteed is the Executive Officer. The chief is
assisted by the Joint Executive Officer, the Chief Vigilance and the Security Officer,
the Conservator of Forests, the Financial Advisor, the Chief Accounts Officer and the
Chief Engineer. The board of trustees to be appointed from Professing Hindu Religion.
Special committees can be constituted by the board of trustees towards examining
certain proposals and subjects who provide their recommendations.
The Board of Trustees have been vested certain powers and perform various functions
for seamless functioning of TTD. The board takes care of the entire administration
managing the property, funds and the various operational affairs of the devasthanam.
This includes the daily worship, the ceremonies and the festivals as per the custom
and practice. The power to decide on the fees for performance of the archana, utsav,
ceremonies, and rituals is on the Board of Trustees. The board of trustees to have
access to information and books of accounts to ensure that administration is properly
carried out and the funds used properly. The Executive Officer to have the authority to
furnish these information to the Board of Trustees. It is the Board of Trustees who
would be fixing the schedules and the requirements of worship and food offerings.
These powers can be delegated to the Executive Office in some cases when it may
be necessary. Each members of the Board of Trustees carry their duties and powers
for a period of two years. The board can also be dissolved by the Government as per
the recommendation of the Endowments Commissioner, in cases when the
Government determines that the board have not performed their duties or even
misused their power.
2.5.6. Facilities provided to the devotees
TTD have dedicated to serve the pilgrims and ensure proper facility. The management
ensures that the information about the facilities are spread across coming from
different parts and regions. Tirupati and Tirumala is well connected by railways, bus
services and airport. From the Tirupati Bus Station APSRTC buses ply from Tirupati
to Tirumala. To ensure safety private cars exceeding 12 members are not allowed on
Tirupati Ghat Road going uphill to Tirumala. Moreover, the Ghat Road gets closed
from 12 midnight to 3 A.M. In Tirumala there are free buses for the pilgrims to travel.
Pilgrims walking up the hill on foot are provided facilities like transporting the luggage
free of cost up the hill to Tirumala, cooking facilities, drinking water, and canteen
serving hygienic food, toilets, sunshades and security.
TTD also ensures accommodation facilities at a reasonable cost. The trust has
constructed around 5000 cottages, guest houses both in Tirupati and Tirumala. Free
accommodation who can pay are also provided. The Srinivasam Complex, the
Bhudevi Pilgrim Amenities Complex provides accommodation, halls, and lockers for
luggage and have common toilets. Accommodation is Tirumala can be booked at the
TTD information centres that are located across the country and can be booked by
sending demand draft or money order or through internet facility. For internet booking
the devotees can log onto www.ttdsevaonline.com.
The devotees can fulfil their vows by walking up the hill, at the Kalyani Katta to tonsure.
To reduce the waiting there are barbers in three batches round the clock and is done
free of cost in a hygienic and a healthy manner. There are also facilities provided like
the Angapradakshinam, where the pilgrims’ rolls round the temple. The devotees can
also donate items like sugar, coin, rice, jiggery, sugar candy weighing the same. This
vow, Srivari Thulabharam is mostly performed for the children. Some devotees after
their wish have been full filled offer Niluvudopidi offering the ornaments to the deity
which they are wearing. The devotees can also perform rituals like sankalpam,
namakarana, chaulam, upanayanam, marriage and pinda prasadam. The authorities
also help the pilgrims to conduct all Vedic rituals.
For Darshan to minimize the time to wait and reduce the hardship the authority has
introduced Bio-metric token. The pilgrims are now able to enter the Vaikuntam Queue
Complex at the given time and data and can finish the darshan within two hours. Online biometric token is also introduced at various centres in Tamil Nadu, AP and
Telangana. There are also facilities of special Darshan that would have a shorter
waiting time with a minimal cost. For the NRI there are Cellar Entry. They can meet
the Assistant Executive Office and fetch the Cellar Entry. Special Darshans are also
provided to the physically challenged and the aged. Facilities like Arjitha Sevas, daily
sevas like Thomala Seva, Suprabhatam, and Kalyanotsava are also performed. The
devotees can also offer weekly Sevas and Periodic Sevas. After Darshan Prasad is
distributed to the pilgrims free of cost. Food facilities are also provided also have free
meals. Medical. Health and Sanitation facilities are also available in Tirumala.
2.5.7. Information of daily activities
The daily activities of the temples start with Suprabhatam of waking the Lord from
sleep (Morning Prayers). The activities include Strotram or hymns, Prapatti or
surrendering to the lord and the recitation of the Mangalasana. Then the Suddi or the
cleaning is done with flower decoration. Akasha Ganga water is used at the time of
Suddi. Then Thomala Seva where the flower garlands facilitate the decoration.
Nityachana begins with the Akasha Ganga water is fixed with herbs and other articles.
The Lord is offered water Mantrasana. The gold kavacham is removed from the hold
feet along with the other saligramas and abhishekam is performed. Worshipping the
lord with flowers is done Pushpanyasa and the flower is deposited on the feet. The
ornaments and the cloths are put on. Then the Lord is worshipped with a thousand of
names. The Lord is then offered cooked food, Naivedyam. Archakas are done offering
Bali to other Gods. Then there are various acts Suttumurai, Aparanhepuja and the
Ratripuja. Special pujas are performed in special days like Akanta Seva, Vishesha
pooja, Sahastrakalashabhishakam, Pulangi Seva, and Abhiskaram.
2.6. Summary
The literature review presents that the roles and responsibility of the organizing
committee and executive members is crucial for an event to be successful. The
chapter also deals with the analysis of critical success factors that contribute for the
bigger event to be successful. The reasons for failure are also identified that help the
researchers and event managers to deal with these critically affecting factors with
preventive measures and mitigation strategies to ensure success of an event. To
summarize the critical success factors are the general view points on the event
management front that are contributing to the success of the bigger events.
Chapter 3: Methodology
3.1. Mixed Research
Mixed research was used to conduct this research. Mixed research is the combination
of qualitative and quantitative research methods. Quantitative method involves
gathering the information through questionnaire, experimentation, surveying. In this
research, questionnaire was conducted to gather the information from the people
associated with managing the event and the pilgrimage. The main advantage with the
questionnaire is it is concerned with discovering the facts and it is simple. Qualitative
method involves gathering the information through one to one interviews, focus groups
and direct observation. In focus group people from the same group are gathered at
one place are discussed about the research topic, the main advantage with this focus
group is there is more scope to gather the information in in depth manner. Quantitative
method allows to understand the opinions, reasons and get deeper analysis about the
problem. It is identified that both qualitative and quantitative research methods helps
to gather rich information regarding the critical successful factors and issues that
impact on the success of event management (Creswell & Clark, 2017). In general
quantitative research methods includes collecting the information from various
techniques such as paper surveys, and online surveys. Survey analysis deals with
gathering the opinions from the people through set of questionnaire. In two ways,
online and in off line mode survey can be conducted. Online mode involves collecting
the responses from the people through e-mails, and online channels. Online survey is
simple to conduct, it does not requires much time and there is no choice for manual
errors. In this research, online questionnaire was conducted for gathering the
information because of its simplicity, low cost and in less time larger information is
collected from the people by distributing the questionnaire to respected people who
are associated with the process. By using the mixed research it provides the
opportunity to analyse the research problem in comprehensive manner, the
information is less biased thus the information gathered is more valid. The main
advantage with mixed research is both qualitative and quantitative research method
advantages are obtained (Campbell, Taylor, & McGlade, 2016). Mixed research
helped to analyse the research problem from different angles by considering the
perspectives of all the people who are associated with the event management. The
research was conducted by using both qualitative and quantitative research
techniques. By using qualitative data which is gathered from books, articles and
magazines literature review analysis is conducted. The information gathered from
books, articles are considered as valid resources which allows to conduct the research
in in-depth analysis, and moreover as most of factors relating to the event
management such as planning, utilities management, communication problem are
closely related to the factors associated with CSF’s in project management, thus
considering those factors, literature review analysis is conducted to analyse the
various factors that impact on the success of the event.
3.2. Research Process
In the present research closed ended questions was designed to collect the opinions
from the participants. The closed ended questionnaire is easier and quicker to
conduct. The information collected based on the closed ended questions are easy to
analyse because they are just numbers. Even though open ended questions can be
used to conduct this research, but it requires analysing large data as the responses
are inform of descriptive nature. Moreover, it is easy for the participant to give the
response because of its simplicity, and does not needs much time for the respondent
to answer the questions. In the closed ended process, questionnaire is prepared for
selected people who are associated with the event. The people associated with the
event pilgrims, and employees are larger in number whom associated with the
process, to collect opinions from all the people it takes lots of time, at the same time it
costly to prepare questionnaire for the people, closed ended questions are chosen.
The main reason to choose closed ended questions are more control over the
interview process and collect the required information needed, moreover with the
closed ended questions interviewers does not need describe the information, it is just
required to collect their responses by asking them to say their response. Thus, closed
ended questionnaire are simpler and does not requires much time to collect the
responses. While preparing the questions, different combination of questions are
framed, because lower level employees cannot respond to policy related decisions,
and the issues which are to be handled by the board members, and on the other side
management cannot respond to the questions which should be answered by the
pilgrims. For suppose, the critical success factors like designing objectives, managing
the queue and conduct of code, defining safety and security policies needs to be
analysed by the managers.
3.3. Closed ended questions
In closed ended questions, responses are collected by assigning a number to each
response, instead of giving options so that response obtained from the people are
easier to interpret and moreover it enables to compares the responses giving different
people. The major advantages with closed ended questions are it does not requires
spending much time to read the question, usually the close ended questions are
straight to the point and as the closed ended responses are numerical so it is statically
easy to compute. In this research, based on the closed ended questions responses
are collected from the participants because of its simplicity and easier analysis. Likert
scale is the approach is used to collect the responses from the participants. In likert
scale, responses are collected from the based on the ratings numbered from 1 to 5.
For example, it is required to understand whether the people are satisfied with the
service or not with the service, do you agree the new facilities can reduce the
problems. For these questions, users can simply answer the questions by responding
by following way.
Likert scale ratings: 1- strongly agree, 2- agree, 3- neutral, 4- disagree, 5- strongly
disagree
The participants who chosen number 1 from scale are considered as strong agreed,
and the participant who chosen 5 are considered as strongly disagree with the
question. Closed ended research allows to compare the responses of different
participants, which enables to effectively analyse the responses given by the
participants. For the 75 participants these questions was distributed and asked their
repo
In addition to closed ended questions, questionnaire also helps to gather opinions from
the employees. Questionnaire consists of series of questions to identify the critical
success factors impacting on the success of the events. Questionnaire is considered
as effective tool to gather the target audience feelings, perceptions in effective
manner. In the questionnaire respondent were asked to choose one option among the
set of options, based on their knowledge. To answer, the survey questions usually the
participants needs to aware of all options so the selected sample knowledge levels
highly influences for the response collected. But the main drawback with the
questionnaire, it takes considerable time and the same time conducting the interview
for sample selected people and evaluating the responses is very complex, it requires
more, so questionnaire was not conducted only closed ended questions are framed to
gather the opinions from the selected sample.
To conduct the interview, preparation plan was developed by listing all the questions
in the sequence with the anticipated responses expected from the participants. In
order to avoid the errors and incorrect response, it is conformed all the questions are
framed effectively, the main focus was given on framing the questions as much simpler
as possible, that an average knowledge pilgrim can understand the question and give
the response (Dennis, Wixom, & Roth, 2012). Second thing is while collecting the
response from the participant, clear goal was to establish a rapport with the participant,
to avoid the situation of just answering the question whatever the respondent thinks.
3.4. Data collection
The response given by total number of participants are numbered from 1 to 75 along
with their likert scale responses in the percentage form which are shown in the excel
sheet. Then responses are copied in to excel sheet for analysing the data. The
responses are converted in bar graphs, pie charts and line graphs. For the collected
information frequency distribution table is created, which represents the number of
participants who given similar responses by grouping in to various categories. For the
grouped data, using the averages methods, percentage average and mean values are
calculated. These results are used for analysing the hypotheses.
3.5. Hypotheses
Based on the percentage mean values obtained, hypothesis is conducted to analyse
the significance of each factor impacting on the success of event management. The
following three hypotheses are framed to analyse
Hypothesis 1
H0: Organization structure influences on the success of event management
Ha: Organization structure does not show any influence of the success of event
management
Hypotheses 2
H0: By following critical success factors event management will be success
Ha: Critical success factors does not influence on event management success
Hypotheses 3
H0: Inappropriate management impacts on the success of the event
management
Ha: Inappropriate management does nor impacts on the success of the event
management
3.6. Sample Selection
The population in the research are the people associated who are associated with the
event. The people associated with the event includes TTD board members, event
organizers, pilgrims, TTD employees and the people associated with the event. From
these people sample of 100 members is selected randomly and then the selected
people are requested to give responses for the questions (Dattalo, 2010). To select
random sampling is used. In this approach sample members to be participated are
picked up randomly form the larger group instead of selectively. By random selection
there is no chance particular people, so there is less chance for getting biased
information. Pilgrim need to respond to the questions only after analysing the
questions and at the same time, respondent should include all types of people who
regularly visits the Brahmostavam and the people who does not attended this event.
So, participants who answer the question who have visited this kind of event can
respond effectively compared with the participant who does not visited the event.
Considering these facts, to avoid the wrong answers or to understand the factors that
really impact on making the event success, participant are picked up randomly.
Another important factor is if the response is taken only from the people from particular
group there is chance to similar response, so evaluation of results becomes complex.
For, the questions like safety and security issues, queue management, facilities
provided the responses will be unique from one pilgrim to another. For example, if the
pilgrim already visited this kind of event last time they can give better response then
the people who are not visited this kind of event.
On the other side, for suppose, if surveyor pick up the people selectively based on
own perceptions, or restricting to some people, opinion collected from those people
does not matches with the total population, so it directly impacts on the exactness of
the results. Thus, the present research was conducted by collecting the opinions from
randomly selected people. The sample s
3.7. Validity of results
The research results are valid and unbiased. The information is collected only from
the people who are associated with the event, through random sampling method.
Random sampling method minimizes sampling bias, the results obtained from those
sample are very close to the results from the entire population associated with the
event. Mixed research helped to gather the information in comprehensive and in depth
manner so the outcomes of this research highly valid. In the research process,
Moreover, as the responses are collected based on the likert scale, so the responses
are very clear and no choice for incorrect analysis of data, because the responses are
numerical in nature. In the information collection, strict rules are followed, no personal
information is collected from the people, and only the people who are associated with
the event are selected. And at the same we used spread to analyse the collected data,
so there is no place for manual errors that usually happens when the data is analysed
manually. Thus based up on the above measures taken it is affirmed that research
outcomes are highly valid and true.
3.8. Summary
This chapter summaries the research methodology process used to gather the
information regarding the critical success factors impacting on event management.
This chapter is sectionalized in to seven sections. In the first section how mixed
research process is used and how it helped to collect valid and unbiased information
is discussed. In the research process section, advantages with the closed ended
questions and how it helped to conduct the research in quick and productive way is
discussed. Then techniques used for collection of data collection, tools used to
analyse the collected data is explained. In the followed section based on the
information collected hypotheses is framed, sample approach followed and how the
collected results is discussed.
Chapter 4: Data Analysis
Data data analysis section interprets both survey and interviews data collected from
the sample size to determine the significant critical success factor and reasons for
failure of the Brahmostavam event.
4.1. Survey Analysis
A survey conducted on the selected target audience and responses are collected
using spreadsheets. Statistical tools are utilized for analysing the collected data to
determine the level of influence of each identified factor on success of the event. In
this section analysed the collected data to determine the major critical success factors
and reasons for failure of the Brahmostavam event.
4.1.1. Critical success factors for the Event
Creating Pre-event planning
Creating pre-event planning is essential for successful event management because it
enables all the event organizers and staff members to critically analyse the
requirements and series of activities involved in the Brahmostavam event at Tirupathi.
The below table present the responses of the participants about the level of influence
on the factor on the event management.
Creating Pre- Strongly Disagree Disagree Neutral Agree Strongly Agree
event
planning
6%
17%
11%
30%
43%
Creating Pre-event planning
43%
45%
40%
35%
30%
30%
25%
17%
20%
15%
10%
11%
6%
5%
0%
Strongly
Disagree
Disagree
Neutral
Agree
Strongly Agree
Considering the data analysis, it found that 17% respondents are disagreed and less
number of respondents which is of 6 percent are strongly disagreed and asserted that
creating the pre-event planning is not successful factor for the Brahmostavam event.
But the majority of the respondents i.e. 43% of the respondents are strongly agreed
and 30% of the participants are agreed that creating a pre-event planning is one the
most influencing critical success factor the event. The average value of the responses
is 3.813 which is higher than the moderate/neutral value of 3. The average value is
very near to 4 that is agree as the factor is CSFs for the successful event management.
Making Better Managerial Decisions
In managing the event irrespective of its size, manager and event organizers make
several managerial decisions to achieve success because those decisions assist in
delegating the activities, provide control over managing activities and resources which
results in successful management of the event.
Making Better Managerial Strongly Disagree Disagree Neutral Agree Strongly Agree
Decisions
6%
6%
9%
43%
39%
The table showing the responses of the participants regarding the influence of making
better managerial decisions on successful Brahmostavam event.
Making Better Managerial Decisions
6%
6%
39%
9%
43%
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
From the data analysis it is obtained that 43% of the respondent are agreeing the
making better managerial decisions is one of the critical success factor for
Brahmostavam event. In addition, 39% of the participants are strongly agreed that
creating managerial decisions by the event organizer contribute to the success of the
event. The average value of the factor (3.853) is greater than the moderate value.
Identifying financial resources and sponsorship
Successful completion of activities and managing the event financial capability is more
important for the organizers because having sufficient finance and identifying the
sponsors for the event assists in acquiring required resources to accomplish all the
activities involved in the event.
Identifying
Strongly Disagree Disagree Neutral Agree Strongly Agree
Financial
Resources
and
Sponsorships
6%
9%
9%
40%
44%
Identifying Financial Resources and Sponsorships
50%
44%
45%
40%
40%
35%
30%
25%
20%
15%
10%
6%
9%
9%
Disagree
Neutral
5%
0%
Strongly
Disagree
Agree
Strongly Agree
Here, 44 percent of the respondent stated that they are strongly agreed that identifying
the financial resource and the sponsorships is one of the major and highly influencing
critical success factor for managing the Brahmostavam event and Tirupathi. 40
percent are agreed that financial resource and sponsorships are significant for efficient
management of the event. Only 15 percent are responded that it is not a critical
success factor for the event. The average value of the responses is 3.956 representing
that finding the financial resources are CSF for the successful management of the
event.
Creating Marketing and Promotions
Marketing and promotional activities helps an organization or an event to target more
number of audience and generate more funds for handling the event in a successful
way. Conducted data analysis on the factor and it resulted that creating marketing and
promotions is one of the critical successful factor the event.
Creating
Strongly Disagree Disagree Neutral Agree Strongly Agree
Marketing
and
Promotions
10%
14%
11%
39%
33%
Creating Marketing and Promotions
45%
40%
39%
35%
33%
30%
25%
20%
15%
14%
10%
11%
10%
5%
0%
Strongly
Disagree
Disagree
Neutral
Agree
Strongly Agree
The line graph depicts that 39 percent of the participant’s responded that creating the
marketing and promotions is major critical success factor and 33 percent of the
respondents are strongly agreed that the factor is highly influencing the event
management.
24% of the participants asserted that the creating marketing and
promotion factor is not a major CSF for Brahmostavam event. The average value is of
3.653 the responses is more than the moderate value. So, the factor is considered to
be a critical success factor for contributing to the success of the event.
Facilities provision
Facilities are the major consideration by the audience when they attend to any event.
Providing accommodation, food, water, power utilities, parking areas are the
fundamental facilities expect by the targeted audience at the event. The event
organization focuses on developing the facilities in order to meet their needs and
wants to ensure delivering better services and achieve success of the event. The data
analysis on the factor resulted the average score of the responses is of 4.17 which is
the most significant success factor that contribute to the success the event.
Strongly
Disagre
Neutra
Agre
Strongly
Disagree
e
l
e
Agree
6%
3%
10%
43%
44%
Facilities
provision
Facilities provision
50%
45%
40%
43%
44%
Agree
Strongly Agree
35%
30%
25%
20%
15%
10%
5%
6%
3%
Strongly
Disagree
Disagree
10%
0%
Neutral
The above graph illustrate that the 44 percent of the respondents are asserted the
facility provision is crucial factor to the success of Brahmostavam event. Besides, 44%
of the participants are agreed that providing facilities and their provisions would
contribute to the success of the event. Only 9 percent of the respondents are disagreed
to the factor.
Safety and Security Measures
In organizing the big events like Brahmostavam, the event managers and organizer
should focus providing safety measures such as medical facilities (Ambulance, first
aid kits) during stampede or handling the crowd and also it necessary to make security
measures like protection against calamities occurs during Brahmostavam event and
obtaining police protection to control the crowd etc. Conducting the data analysis on
the factor, it is obtained that the average response value is 3.67 is the larger than the
moderate value which means safety and security measures is a critical success factor
that helps to achieve success of the event.
Strongly
Safety
and
Security Disagree
Measures
7%
Disagr
Neutr
Agre
Strongly
ee
al
e
Agree
19%
7%
44%
30%
Safety and Security Measures
50%
45%
40%
35%
30%
25%
44%
20%
15%
30%
10%
5%
19%
7%
7%
0%
Strongly
Disagree
Disagree
Neutral
Agree
Strongly Agree
Considering the above graph, it observed that 40 percent of responses stated that
safety and security measure is important factor during event management and they
agreed that factor is CSF for managing the Brahmostavam event. Besides, 30 percent
of the participant are strongly agreed that safety and security measure contribute to
the success of the event. But only 19 percent of the responses claimed that the factor
is not the CSF for the event management.
Define Roles and Responsibilities
Allocating specific roles and responsibilities to the volunteers, staff, organizers and
event managers would lead to the success of the event because the practice delegate
an individual what need to do, and how they need to do, defined the reporting structure
and provide complete status on each task or activity. Considering the data analysis
results, it is observed that the average value 3.413 is more than the moderate value
that indicates the defining the roles and responsibilities clearly would help to achieve
the success of the event.
Strongly
Define
Roles
and Disagree
Responsibilities
14%
Disagr
Neutr
Agre Strongly
ee
al
e
Agree
19%
11%
34%
29%
Define Roles and Responsibilities
14%
29%
19%
11%
34%
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
The above pie chart shows that, the 34 percent of the respondents are agreed that
defining roles and responsibilities is CSF for Brahmostavam, other 29% of the
respondents are also strongly agreed the allocating roles and responsibilities to every
individual participated in Sri Venkateshwara Swamy Brahmostavam event would be
successful. Apart from this, 14 percent are strongly disagreed and 19% percent
participants are disagreed since they perceived that the factor is not critical success
factor for the event. But, the majority of the respondents stated the assigning roles and
responsibilities lead to success of the event.
Other Critical Success Factors Contribute to the Success of the Event
Several other critical success factors observed as they contribute to the success of
the Brahmostavam even at Tirupathi. They are includes defining clear objectives,
selection of expertise and staff, preparing disaster recovery and mitigation strategies,
crowd and queue management and code of conduct.
Critical Success Factors
Strongly
Disag
Neut
Agr
Strongly
Disagree
ree
ral
ee
Agree
Defining Clear Objectives for
event
24
10%
20%
20%
%
33%
27
Selection of Expertise and Staff 7%
Disaster
Recovery
and
Management
17%
and
Mitigation Strategies
Crowd
20%
%
34%
27
11%
11%
27%
Queue
%
30%
23
13%
11%
26%
%
33%
37
Code of Conduct
16%
14%
19%
%
21%
The data analysis results shown that 33% participant are strongly agreed the defining
clear objectives for an event lead to success of Brahmostavam event. 24 percent of
the responses stated that the factor is contribute to the success of the event. The rest
of the participants are disagreed and selected neutral options for the factor. The
majority of the respondents such as 34 percent of the participant asserted that
selection of expertise and staff members is a critical success factor for the event.
Similarly, 27 percent of the respondents are agreed that selecting the expertise staff
members is important to achieve success of the event. Considering disaster recovery
and mitigation strategies factor, majority (27% agree, and 30% strongly agree) are
agreed that it is a critical success factor. The remaining participants (11% strongly
disagree, 11% disagree, and 27% neutral) are claimed that it is not critical success
factor. Most of the participants are of 30 percent and 23 percent respondents agreed
that crowd and queue management is critical success factor. 13 percent and 11
percent of the participants disagreed to the factor as it is not CSF for Brahmostavam
event. 37 percent of respondents stated that code of conduct is one of the critical
success factor since it guides better practices and compliance to achieve the success
of the event. Besides, 21 percent of participants also strongly agreed that the factor
can positively influence on the success of the event. Only few respondents are
disagreed as conduct of conduct is not a critical success factor for the success of the
Brahmostavam event.
CRITICAL SUCCESS FACTORS FOR EVENT
MANAGEMENT
Agree
Strongly Agree
FACILITIES
PROVISION
CROWD AND
QUEUE
MANAGEMENT
37%
16%
14%
19%
26%
23%
33%
6%
3%
10%
13%
11%
27%
27%
30%
DEFINING CLEAR SELECTION OF
DISASTER
OBJECTIVES FOR EXPERTISE AND RECOVERY AND
EVENT
STAFF
MITIGATION
STRATEGIES
21%
Neutral
43%
44%
Disagree
11%
11%
7%
10%
20%
20%
24%
33%
20%
17%
27%
34%
Strongly Disagree
CODE OF
CONDUCT
The average values of the factors showed in the above graph are 3.467, 3.58, 3.49,
3.52, and 3.32 respectively. Here all the average value of the responses for factors
observed as the value is higher than the moderate value 3. Therefore, the above
showcased factors also stating that they are the critical success factors for successful
management of the Brahmostavam event.
4.1.2. Reasons for failure of the event
The part of the data analysis provide statistical information about all the identified
reasons for failure of the Brahmostavam event conducted at Tirupathi. It discusses the
responses of the participants regarding the reasons and their significant contribution
for failure of the event.
Improper Planning
Strongly
Disagre
Neutra
Agre
Strongly
Disagree
e
l
e
Agree
3%
13%
20%
31%
40%
Improper
Planning
Improper Planning
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
40%
31%
20%
13%
3%
Strongly
Disagree
Disagree
Neutral
Agree
Strongly Agree
Improper planning directly to risks which further requires additional analysis and time
to mitigate it. In fact, if improper planning is identified it has to be mitigate immediately.
From the above mentioned graph it is clearly evident that if the event of Brahmostavam
is implemented with improper planning it will lead to a failure which is strongly accepted
by 40% of the survey. Next 31% formally agree to the fact, 20% are in a neutral state
who are unable to take the decision. 13% disagree, perhaps they have received the
service in the event and 3% strongly disagree as they have received the required
service allocated by the management and they are satisfied with it. So the overall
conclusion is most of the pilgrims say that improper planning will lead a negative effect.
Improper Crowd and Queue Management
Strongly
Disagr
Neut
Agr
Strongly
Disagree
ee
ral
ee
Agree
10%
20%
11%
36% 30%
improper Crowd and queue
management
improper Crowd and queue management
40%
36%
35%
30%
30%
25%
20%
20%
15%
10%
11%
10%
5%
0%
Strongly
Disagree
Disagree
Neutral
Agree
Strongly Agree
In the case of large events like Brahmostavam which is a cultural event, people from
all over the globe attend the fest. In such situation it is quite obvious for a pilgrim to
expect good crowd and queue management. If this parameter is not attended properly
by the management it will lead to complete chaos and uproar. The above mentioned
graph tells about the situation if the crowd and queue management system is not
operating properly. 30% strongly agree that if the crowd is not monitored or traffic them
in proper order, then it will lead to chaos, 36% agree that it will cause trouble, 11%
cannot say yes or no as they did not come across such situation, 20% say that they
disagree as they never came across such situation, and 10% strongly disagree as they
have never came across such situation and they are happy with the crowd and queue
management service.
Unavailability of Resources
Unavailability
Resources
Strongly
Disagre Neutr
Agre
Strongly
Disagree
e
al
e
Agree
4%
11%
16%
39%
37%
of
Unavailability of Resources
45%
39%
40%
37%
35%
30%
25%
20%
16%
15%
10%
5%
11%
4%
0%
Strongly
Disagree
Disagree
Neutral
Agree
Strongly Agree
Resources stand as an elementary requirement in pilgrimage spots. If they are not
provided in proper manner then it leads to dissatisfaction among pilgrims. Especially
in events like Brahmostavam the resources should be provided on demand. The above
mentioned graph tells the impact of unavailability of resources. 37% strongly agree
that if there is an unavailability of the required resource it will lead to a negative effect.
39% agree that unavailability of resources will cause problems, 16% are in a neutral
state as they do not have the required evidence to answer. 11% disagree as they have
faced the impact and 4% strongly disagree as they have the very severe condition of
unavailability of resources.
Lack of efficient communication
Lack
of
Communication
Strongly
Disagr
Neutr
Agre
Strongly
Disagree
ee
al
e
Agree
10%
20%
14%
33%
29%
Efficient
Lack of Efficient Communication
Strongly Agree
29%
Agree
33%
Neutral
14%
Disagree
20%
Strongly Disagree
10%
0%
5%
10%
15%
20%
25%
30%
35%
In any sanctum a good communication system is very much necessary. In places like
Brahmostavam where the gathering is in millions, the communication system have to
be in a very hygienic state. If not can cause severe lapse which cannot be recovered
easily. 29% agree that if there is lack of efficient communication system it will lead to
chaos and lapse of services. 33% agree to the fact. 14% are not a state where they
can answer. 20% disagree that if there is no efficient communication it will not lead to
any problem whereas 10 strongly disagree with the fact that lack of efficient
communication will not cause any problem in the service.
Wrong Estimates
Strongly Disagree Disagree Neutral Agree Strongly Agree
Wrong Estimates 7%
17%
17%
29%
37%
Wrong Estimates
7%
17%
37%
17%
29%
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
Wrong estimates are a huge problem. The estimate can be of any form like budget,
goods and services. If they are not estimated properly proper outcome cannot be
expected. From the above mentioned details it is evident that 37% strongly agree that
if there are wrong estimates it will lead to problems. 29% agree to the same fact that
if estimations are wrong they cause the same problems faced by the 37% population.
17% are in a neutral state as they cannot answer the question properly. 17% disagree
that wrong estimates will not cause much problems in the sanctum as they never came
across such situation, lastly 7% strongly disagree that wrong estimates will not cause
any sort of problems in the sanctum.
Project tracking and management issues
Project tracking and management are the core subjects in any project, as they reveal
the risks which come across in any project. In this project where analysis of data is
the core tool for going further.
Project
tracking
Strongly
Disagr
Neut
Agr
Strongly
Disagree
ee
ral
ee
Agree
13%
16%
19%
33% 27%
and
management issues
Project tracking and management issues
33%
35%
30%
27%
25%
19%
20%
15%
16%
13%
10%
5%
0%
Strongly
Disagree
Disagree
Neutral
Agree
Strongly Agree
27% strongly agree that is if the project tracking process is not done in proper way it
will result in project management issues, 33% agree to the same fact. 19% are in a
neutral state as they have never come across such kind of situation. 16% strongly
disagree that if project tracking and management issues are not addressed properly
they will not cause any further issues. Similarly 13% strongly disagree with the same
fact.
Other Negative Factors for failure of the event
The below table shows the some of the other important factors that are treated as the
important reasons for failure of the event.
Negative Factors
Strongly
Strongly
Disagree Disagree Neutral Agree
Agree
Improper facility Management
11%
26%
11%
30%
29%
Improper Marketing
13%
23%
16%
26%
30%
Not using the technologies
10%
23%
21%
23%
29%
Lack of Guides at the Event
11%
27%
20%
30%
19%
Considering the table, it is observed that around 50% of the respondents are stated
that improper facility planning, improper marketing, not using technologies and lack
of guides at the event can cause failure of the event.
Negative Factors Affecting Event Management
35%
30%
30%
27%
26%
25%
26%
23%
20%
21%
20%
15%
16%
10%
30%
29%
13%
11%
10%
23%
19%
11%
5%
0%
Strongly Disagree
Disagree
Neutral
Agree
Improper facility Management
Improper Marketing
Not using the technologies
Lack of Guides at the Event
Strongly Agree
From the analysis, it is observed that average value of these factors such as
improper facility management (3.36), improper marketing (3.346), not using
technologies (3.38), lack of guides at the event (3.16) are higher than the moderate
value. Hence, it is stated that these factors also referred to failure factors for the
Brahmostavam event.
4.2. Interviews
Interviewed 8 TTD organizers for Brahmostavam event at Tirupathi to determine the
significant success factors and reasons for failure of the event. Analysing the data
collected for the interviews, it is observed that the organizers stated that pre-event
planning, finding financial resources, marketing and promotional activities, proper
provision of facilities, defining roles and responsibilities and safety and security
measures are the most success factors for the event. 80% of the organizers stated
that pre-event planning makes them identify the required resources, staff (skilled,
semi-skilled, and unskilled), prepare various plans such as risk management,
communication, procurement, human resource management etc. to achieve success
of the event. TTD organizers claimed that finding the financial resources and sponsors
are most critical activity and success factor the event because it gives enough financial
capability to purchase the material, resources to make the event success. For finding
the financial resource, the organizers uses better marketing and promotional activities
that is one of the most CSF for the event. Using television, radio, social medial and
print media for marketing activities and promotions to attract more number of visitors
and sponsors for the event. In addition, organizers also get Government sponsorship
to get enough financial support for the event. Organizers emphasized on facilities
provision since for Brahmostavam event, people will come all parts of the India and
also countries. Usually, there would be millions of people attend for the event. To
satisfying them and providing better services will ensure success of the event.
Accommodation, Food, Water Supply, Power, Sanitation, Medical services are
essentials for the visitors. Providing protection against natural calamities, thefts of
luggage and personal things such as jewellery, and other accessories and developing
disaster recovery plans would make the event success.
Apart from the success factors, the 80% organizer also emphasized some of
the reasons for failure of the event such as improper planning, wrong estimations,
improper crowd management, lack of communication strategies, and unavailability of
resources etc. Earlier, they have started that planning is essential for the event that
mean without proper planning of event activities, and required resources the event
might lead to failure. Wrong estimations of budget is one the major cause for failure of
the event. This might occur due to improper planning. Human resource are essential
for event management because they involve each phase of the event and contribute
to the success of Brahmostavam. If the resource are not planned proper or unavailable
it become complex for the organizers to manage the crowd and queue, managing the
people needs and wants. As a result, it lead to satisfaction related issues. Finally, it
becomes lead to failure of the event.
4.3. Summary
In summary, the data analysis section transformed the raw data collected from the
survey and interviews and determined the six major critical success factor that
contributing to the success of the Brahmostavam event conducted at the Tirupathi by
the TTD organizers. In addition, it also analysed various reasons for failure of the
event. The analysis resulted in six significant failure reasons for the event, that helps
the TTD organizers to focus on appropriate actions to prepare mitigation strategies to
convert them as success factor to make the event accomplishes in an efficient and
effective way.
Chapter 5: Results
5.1. Review of Results
Critical evaluation of the data analysis and secondary research identified several CSFs
and the negative factors that affecting the management of Brahmostavam event by
the TTD. Comparing both literature and the data analysis it is observed that there are
six significant success and failure factors high influencing the management of the
event. Some of the most significant CSFs for event are includes pre-event planning,
managerial decisions, identifying financial resources and sponsorships, marketing and
promotions, facilities provision and safety and secure measures. Pre-event planning
is one of the critical success factor since it helps the event organizers (TTD) to make
necessary contracts, agreements, prior approvals for releasing the funds, government
permissions, security personnel arrangements, as well as preparing schedules to
perform the activities involved in the event. It enables TTD to conduct feasibility study
to understand the current economic, technical, and organization capabilities to make
the event successful. More than 73 percent (43% strongly agree, 30% agree)
respondents stated that pre-event planning is essential for success of the event.
Managerial decisions play significant role and it contribute to the success of the event.
The effective leadership and decision-making highly impact on managing the team,
controlling resources and make effective of use of them to achieve success. The
analysis shown that 82% of the respondents are agreed that it is critical success factor.
Identifying financial resources and the sponsorship is crucial for event management.
84 percent of the respondent agreed that it is a critical success factor. It is also
emphasized that having the financial resources in place and finding the key sponsor
are helpful to draw budget to carry the event in a successful way. It is observed that
provision of facilities is one of the critical success factor for the event. From the
literature study, it is found that arranging accommodation, food, water, sanitation,
electric power, seating are minimum expectations for visitors at event. Arranging such
facilities helps to achieve the event success. Another significant CSFs for event is
preparing safety and security measures since 74 percent of the respondents are stated
providing protection against disasters and other calamities, thefts and offering medical
services could lead the event success. Placing the access controls, establishing
restricted area, obtaining police protection are essential for success of the event.
Improper planning leads to complete disaster in a project especially in events where
there is great amount of gathering from all part of the world. The main factors which
are leads to improper planning are communication, resources management to name
a few. In fact, if they are managed in proper way most of the problem which occur in
the event are resolved. After close analysis of the graphical study more than 70% of
the population agree that improper planning will lead great problems which they have
faced. Events like Brahmostavam draw millions of devotees from every place of the
world. In such scenarios if the crowd and the queue are not managed properly they
will lead to stampede and in some extreme cases there will be loss of lives. The study
on the crowd management system say that in the location the management is not
proactive in managing the crowd and they are ending in lapse. 66% of the pilgrim’s
support with the mentioned state and it requires immediate rectification.
Facilities serve as an important factor as it is completely related to the hygiene of the
devotee. If a proper hygienic facility is not provided the devotee will leave the event
the event and may not come back again. The main facilities like good drinking water,
hygienic food to eat and medical facilities are necessary. The data which is collected
after the review of the data say that most of the people are dissatisfied with the facility
management are great amount of improvement are required. The communication
systems must be the best in such events. Starting from wired systems to satellite
communication provisions all must be in the prefect state. If they are not, then the
entire event will be in trauma which requires plenty of manpower which are to be
involved to. Estimations are conducted in the planning stage of the event. If they are
not done properly they result in wrong values which will not reflect the exact
requirement. This will cause lot of issues in the management to balance the state as
per the requirements. In the research conducted more than 60% agree with the fact
that if wrong estimates are released for the execution of the event tireless work must
be conducted by the management to bring the balance required for making the event
successful. The most important of all which the management must put its prime focus
is project tracking and management. The entire factors which have been mentioned
above also come under this case. If the execution work in not done properly are per
the plan they will result in risk which need immediate rectifications which is not easy
to accomplish in such states. More than 50% of the crowd accept with the fact.
5.2. Hypothesis Test Results
The hypothesis testing results concludes about the various factors that are associated
with Tirumala Tirupathi Devastanam Brahmostavam (event). The research was
conducted to test whether TTD considering all these factors while conducting an event
attended by millions of people every year. At initial state of the research and analysis
was conducted to understand organisation structure and its influence on Event
management. It was observed that TTD have a proper organisation structure and
delegation details. From the hypothesis testing the following results are observed for
multiple variables related to organisation structure and roles and responsibilities such
as availability of the resource, allocation of the resource, and roles and responsibilities
delegation. The results achieved from hypothesis testing are:
Hypothesis Test 1 Results
So, it is interpreted from the hypothesis results that factors related to organization
structure, roles and responsibilities have seconds on success of the event
management. The result also explains that TTD is following all the principles
associated with organization structure and roles and responsibilities.
From the literature study several important practices and policies associated with
success of the event management activity was listed, responses from the participants
of TTD Brahmostavam event was collected and tested for the hypothesis at 10%
significance level. According to the results achieved it was learned that each factor
was accepted as having on success of the event. The results achieved are given
below.
Hypothesis Test 2
According to the results it is concluded that factors the planning, defining objectives,
defining decision-making power, availability of funds, preparing risk strategies,
planning facilities and few management, and preparation of risk management
strategies helped TTD to successfully plan and execute Brahmostavam Event.
Considering these core concepts as base is main reason for even success.
The analysis also identifies several factors that negatively influenced success of any
event management activity. The research was initiated to understand about TTD focus
on such elements while planning the event. The results show that TTD planning
committee considers all the negative factors that are mentioned below to overcome
unexpected risks and uncertainties while managing the event. According to the
responses the following factors are tested and identified that there are significant. The
hypothesis test results are shown below.
Hypothesis Test 3
Therefore, it is recommended from the research and analysis that successful even
management requires understanding critical success factors, reasons for failures,
improper planning to handle the event is required. As the respondents of the research
are people attended Brahmostavam Event, it was concluded that they experienced
proper planning of TTD to make event successful. The management of TTD might
have all the factors that positively and negatively influences the event success, so is
the reason for success of the events they conducted over a period.
Chapter 6: Recommendations
Understanding the event, the structure of the management, the resources that are
available, the involvement of the stakeholders that would provide the insight of the risk
that are involved. Good organizational structure is to be implemented that would
facilitate the practice of knowledge sharing, involving several levels of participation
and the TTD committee involvement when organizing a big festival events. This
structure would provide more flexibility and change towards adaptations contributing
to greater professionalization and development of the staff members. Good
Organization structure would contribute to having a collaboration culture while
planning and organizing big events. Moreover, the managers are required to
coordinate and integrate the responsibilities and the roles of the staff members and
the various contractors. There should be proper crowd management planning with
having excellent team work, with a clear communication and having the best
coordination and dealing with the crowd’s face to face. A proper crowd management
plan is required to be developed. The planning to be done by researching out the
various types of visitors and towards anticipating the behaviour of the crowd.
Moreover, proper liaise to be created with the various outside organizations with the
fire and the other emergency service and the police. The risk of overcrowding is to be
reduced with having sufficient number of trained and competent stewards, barriers to
direct the movement, turnstiles, having clear sign posting, evenly spaced facilities and
allowing sufficient space for crowd access. Technologies can used to manage the
events. Drones can be used to monitor the crowds for the aerial photography and the
videography for the events. Using the robots, the security and the crowd management
department can monitor the event. Moreover, virtual and augment reality can be used
to create an environment of festivity and devotion so that experience of the devotees
is able to be enhanced (Newlands, 2015). The management is also required to
consolidate all the previous tools like the use of the tool like Bizzabo for to manage,
plan and effectively run the event. This tool will allow the TTD committee towards
creating a specific website for the event, manage and market. This will also help to
sell the tickets and other specific uses. The risks are required to be comprehensively
identified and should be in a systematic process that would involve the input of the
stakeholders and the TTD Board of Trustees. TTD is required to develop a culture of
risk awareness and preparing themselves to be in better positioned anticipating and
managing the risks. The safety risks are to be communicated with having a complex
and a safety problem of having more details of assessments of the risks. TTD should
rely on the OHS practices of the detailed assessment is required to be followed. The
festival and the event to arrange the control of the litters that would the grease and the
recycling containers as per the municipal guidelines. The staff is required to assist
towards providing the resources with having regular pick up of the waste containers to
ensure the sanitary environment.
Chapter 7: Conclusion
Sri Lord Venkateshwara Swamy Brahmostavam is one of the biggest Hindi religious
event that conducted at Tirupathi in India. From the 966 CE the event is conducting
by TTD (Tirumala Tirupathi Devastanam). The event will be conducted continuously
for 9 consecutive days. The report aimed for determining the various CSFs and
Negative Factors for the event. Conducting the literature study, identified several
critical success factors that contribute to the success of the Brahmostavam event.
Conducted survey on 75 people to determine the significant factor that least to success
and failure of the event. The quantitative research study provided six major negative
and CSFs for the event. First, pre-event planning is essential for the event because it
helps TTD to conduct feasibility study to analyse economic, technical and
organisational capabilities for event management. It also enables the staff and
organizers to prepare list of plans that are required for managing the event efficiently.
Second, better management and decision-making activities assist to achieve the
success of the event since, it gives better control over the activities and budget
allocations to acquire required resources to accomplish the all the activities involved
in the event. Marketing and promotional activities considered as a CSF for the event
since 72% respondents are agreed that developing marketing and promotional tactics
helps to manage the event effectively. The factor would allow TTD to conduct effective
marketing and advertisement regarding Brahmostavam event and let the people know
by using several advertising strategies such as social media, print media, TV, Radio
etc. It generate donations for the event from the visitors that helps to manage the event
successfully. Facilities provision, safety and security measures, defining clear roles
and responsibilities are major CSFs contribute to the success of the event. Apart from
these six CSFs, other factors such as selection of expertise and staff, developing
disaster recovery and mitigation strategies, crowd and queue management and
creating code of conduct factors also contribute to the success of the event.
Some of the reason for failure of the event also identified in the study such as
improper planning, improper crowed and queue management, unavailability of
resources, lack of efficient communication, wrong estimates, project tracking and
management issues are major. In addition with the six negative factors some of the
other factors are also observed as failure factor for the event such as improper facility
management, improper marketing, not using the technologies, and lack of guides at
the event to manage the people or visitors. The data analysis shown that 59 percent
of the respondents claimed that improper facility management would cause visitor’s
satisfaction with the services offered at event. 56% of participate responded that
improper marketing leads to low visitor for the event. 49 percent responds asserted
that not using the technologies properly and lack of guides at the event would results
in failure of the event because the factors directly affect the visitor’s satisfaction that
leads to loss of contributions and funds for the event. Critical evaluating the policies
and procedures of the TDD organization is clearly following the activities that are
required for making the event successful. The organizers are strictly involved in
preparing plans, scheduling activities, making better marketing and promotions and
facility management to meet the requirements of the visitors. The organizers of
Brahmostavam event also focused on the all reasons for failure of the event and taking
appropriate actions to mitigate them to make the event success.
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Appendices
1. Creating Pre-event planning
2. Making Better Managerial Decisions
3. Facilities provision
4. Other CSFs for Event Management
5. Improper planning
6. Improper Crowd and queue management
7. Lack of Efficient Communication
8. Other reasons for failure of Event
Hypothesis Test Results