The impacts of live entertainment events in Kathmandu: A study

influencing entrepreneurship

A dissertation proposal

Submitted by

YASHWANT AGRAWAL

(Student ID: 2016/F/20)

For partial fulfillment of the degree of

Masters of Business Administration

CG Institute of Management

Limkokwing University of Creative Technology

July 2017
 TABLE OF CONTENTS

ABSTRACT.....................................................................................................................ii
CHAPTER 1: INTRODUCTION.....................................................................................3
1.1. Background of the study..............................................................................................3
1.2. Statement of the problem..................................................................................................3
1.3 Definition of key terms................................................................................................4
1.3.1 Impacts of live entertainment events....................................................................4
1.3.2 Event entrepreneurship........................................................................................5
1.3.3 Kathmandu..........................................................................................................5
CHAPTER 2: LITRATURE REVIEW............................................................................6
2.1 Literature review...............................................................................................................6
2.1.1 Thematic review.............................................................................................................6
2.1.2 Theoretical review..........................................................................................................7
2.1.2.1 Evolution Theory.....................................................................................................7
2.1.3 Empirical review............................................................................................................7
2.1.4 Policy Review.................................................................................................................8
2.2. Research gap....................................................................................................................8
CHAPTER 3: RESEARCH QUESTIONS.......................................................................9
3.1. Research questions...........................................................................................................9
3.2 Research objectives...........................................................................................................9
3.3 Theoretical framework...............................................................................................10
3.4 Hypothesis.................................................................................................................10
3.5 Conceptual framework....................................................................................................11
3.5.1 Social Impacts..............................................................................................................11
3.5.2 Cultural impacts...........................................................................................................11
3.5.3 Event entrepreneurship.................................................................................................11
CHAPTER 4: RESEARCH METHODOLOGY............................................................12
4.1. Research design..............................................................................................................12
4.2 Population and sample data.............................................................................................12
4.3. Instruments.....................................................................................................................13
4.4 Methods of analysis.........................................................................................................14
4.5 Limitations of the methodology.......................................................................................15
REFERENCES...............................................................................................................16
(n.d.)................................................................................................................................16

i
 ABSTRACT
Live entertainment events are huge worldwide celebration and business. These events
have some major impacts on the social and cultural life of people. And these impacts
again have a great influence regarding the magnetism with the event entrepreneurs. The
researcher hereby find out the influence of event entrepreneurship by the social and
cultural impacts made by such live entertainment events in the Kathmandu Valley.

The agenda of this research is to gain the insights regarding how the social and cultural
impacts which live entertainment events make have their influence on the event
entrepreneurship. For the same, the relationship, impacts and influences between
impacts made by live entertainment events and event entrepreneurship shall be
examined and analyzed within the Kathmandu Valley.

This empirical study is quantitative and will follow survey method for the
collection of data. The population for this study will include 120 companies in
Kathmandu valley. The analysis of 10 responses will be obtained through a closed
ended and structure questionnaire which will be administered through random sampling
technique.

Practical and research implications of the findings will be discussed and

directions for future research will be suggested.

ii
 CHAPTER 1: INTRODUCTION

1.1. Background of the study

Live Entertainment industry has seen a rapid Boom since its last seven years.
From a very few events and their attendees and from unknown artist to world
celebrities, now it's a market which has evolved amazingly. Kathmandu has marked
itself on recognizing itself on the world entertainment map. It’s a major hub for a lot
musical shows and concerts happening regularly[ CITATION tou18 \l 1033 ]. The
westernization and the changing culture and lifestyle has helped a lot to boost the
entertainment industry. This study would clearly describe the major socio-cultural
benefits that this industry makes to influence new and old event entrepreneurs'. This
study is designed to analyze the industrial insights and gain the entrepreneurs interest
and faith. It would be a supporting set of words for the entertainment industry along
with its components like event managers, supporters, artists, musicians, performers
etc. This study would also give a window to the industry and the external environment
for knowing it. Its great importance lies when the educational bodies, event
companies and entrepreneurs would 3recognize the growing industry and invest
further in this sector.

Different kinds of live entertainment happen now in Kathmandu. Being it

national or international, the industry has been innovating every day. The industry is
still overlooked with negative eye but lack any such study, which has caused several
harm to its growth already. Giving a window to this industry would be really
important for the event entrepreneurs being it qualitative, tangible and verifiable and
hence, this research would overall reflect a roadmap for them further. Ending of the
background with the social and cultural impacts that influence the event entrepreneurs
in Kathmandu.

1.2. Statement of the problem

Live entertainment events involves and serves the most prominent thing i.e.
people. They have several impacts on the life of people involved. They happen to
bring changes in the people who belong to this industry. Such changes can be
regarding their daily culture, their social life or their economic status. And again,
these impacts can be positive or sometimes negative. Its overall a process and result
of good and bad experiences.

3
 The modern event organizes tend to take the responsibility of the influence. Such
events are brought from western which carries both good and bad aspects and when
the modern organizers do not realize this, it causes various situations which brings
down the industry. They fail to realize the impacts these event carries only destroys
the industry every time it fails. Thus, a key task for event managers is to not only
identify and, as far as possible, predict the impacts of events, but to manage them in
such a way that benefits are optimized and negative impacts are minimized so that,
“on balance the overall impact of the event is positive. The events here have proved to
represent the country on the world entertainment and nightlife map but has seen
several cases like ''Deep Purple" ''Marshmallow" which has been one of the causes for
the downfall of the industry recently. This also have resulted in the downfall of
interest of event entrepreneurs in Kathmandu. The news and media have published
everywhere about such cases but almost no individuals or authorized critic has openly
spoken about it. It's necessary now to address the impacts and analyze the influence
behavior of the event entrepreneurs in the Kathmandu Valley.

Start this study is necessary to recognize the impacts resulted due to the live
entertainment events and rectify their influence on event entrepreneurs. This study of
socio-cultural impacts of live entertainment events on influencing the event
entrepreneurship is to be conducted in Kathmandu.

1.3 Definition of key terms

The key terms in this research are: "Impacts of live entertainment events" and
"event entrepreneurship" & "Kathmandu".

1.3.1 Impacts of live entertainment events

Events and festivals creates several impacts. It establishes a culture by
bringing people together which increases its attendees which directly increases
revenue. They spread positivity and pride to the civic race.[CITATION Tou14 \l 1033 ].

1.3.1.1 Social impacts

The social impacts refers to the change that’s occurs in people's life or "change
in quality of life'' regarding the people involved i.e. the stakeholders, people, music
lovers and involved community.

4
1.3.1.2 Cultural Impacts
The change in values, culture and tradition that some events intend to bring in
people's life are called cultural impacts[ CITATION Mat06 \l 1033 ].

1.3.2 Event entrepreneurship

There is no specificity about live entertainment events but it involves the real
musicians performing by playing live instruments in front of a massive crowd to
entertain them[ CITATION Pro16 \l 1033 ]. It basically about events like live concerts and
music festivals. Live entertainment events are major experiences to celebrate music
and people. It’s a commercial business to satisfy the consumer wants and promote the
industry related artists, performers and supporters.

1.3.3 Kathmandu
Kathmandu is a capital and a major hub in culture, socialism and art of Nepal.
The same richness has several impacts on it. The slow pace of changing culture and
lifestyle has brought people to understand the music culture and celebration. This has
brought to influence major event entrepreneurs to invest in this filed. The major
growing social and cultural scenario has widened the gate for the event entrepreneurs
to organize some great events and grow the industry.

5
 CHAPTER 2: LITRATURE REVIEW
As a foundation for this research, and to determine the instruments, the strong body of
existing evidence of the social and cultural contribution of live entertainment events
was collated and assessed which is unique in itself.

2.1 Literature review

2.1.1 Thematic review

Music festivals and live concerts have been an emerging topic for the modern
researchers. Many researches and thesis have been prepared to show the social and
cultural impacts like promoting culture, experiences and knowledge, public
involvement and employment etc. "Social-Cultural Effects And Meanings of Small
Scale Festivals: Pesta Pinji' is a study is about the importance of small scale events for
the people who are associated with it[ CITATION Gor \l 1033 ]. It showcases a wider
understanding of events recognizing the social and cultural issues as its major
elements. "The economic, social and cultural contribution of venue-based live music
in Victoria" by Arts Victoria well explains the change of social and cultural values by
live music events in Victoria City [ CITATION Art11 \l 1033 ]. It also highlights the
major opportunities and threats to the related industry. "Initiations, interactions,
cognoscenti: social and cultural capital in the music festival experience", expands the
importance of social and cultural returns as live entertainment events being an
investment. This study observes all thee music festivals and concerts that took place
in England [ CITATION Wil09 \l 1033 ].

The literature review of this study would be incomplete without

acknowledging the live social and cultural display of such live entertainment events.
For this purpose, several documentaries are taken to strengthen this study. "The
People of Dreamvillle" by is a documentary which shows the vibrant culture of a
worldwide festival called ''Tomorrowland''. This documentary would give a base of
how these festivals become culture among people and change their living [CITATION
Dai18 \l 1033 ]. "The Walmartization of music festivals" is a "TEDx" talk where it's
described about the evolving music festival industry and growing trends in culture and
art[ CITATION Kev15 \l 1033 ]. This literature would help the study to have a paradigm
on the growing trends and its harm to the genuine art. "The EDM Experience Project"
is a documentary based on true and researched facts about the experiences shared by

6
the people involved. It shows how such events have become a limelight in the modern
society and what it really contributes to people[ CITATION Cat17 \l 1033 ].

The above literatures are all about how we humans have grown up to the
understanding of music and its celebration. It tells us how events and concepts have
developed with the changing time and how they will continue changing the cultural
and social mind of people who belong to it. The above literatures would help this
study to understand the social and cultural upliftment of people by the live
entertainment events.

2.1.2 Theoretical review

2.1.2.1 Evolution Theory
This theory was propounded by the British Biologist, Charles Darwin (1859).It
showed how species have evolved in nature through several natural processes and
phenomenon. He proves that the changes in adaptation as a major driving force of
social evolution. Under this theory a major theory has been specified as

2.1.2.1.1 Theory of Unilineal evolution

This is a classic 19th century theory which explains about the changes as
evolution of the culture and society. Its believer believed that western culture is a
major influence for a social evolution of a civilization. According to this theory a
change is progressive, non-repetitive and trending. The process can be slow but is
continuous. This theory describes how a society and its culture changes with the
advancement of trends and technology. [CITATION SSa18 \l 1033 ].

This theory would help this study to recognize the influencing factors that
the event entrepreneurs in Kathmandu have been seeking being influenced by the
socio-cultural impacts those events have made. It shall prove how this industry has
been progressing every, establishing a separate culture and making a great
entrepreneurship room.

2.1.3 Empirical review

The report here shows the major economic, social and cultural impacts to the
Australian community by the live entertainment industry. It determines the civic and
individual benefits caused by this industry.

7
 This study keenly looks into the events happened in 2015-16 all over Ireland and
their major economic and cultural impacts made by each event in every region they
took place [ CITATION Awa16 \l 1033 ].The third report here takes a deep dive into
impacts of British music festivals in sense of economy, creativity, transformations,
tourism, local and global environment [ CITATION McK16 \l 1033 ].

These empirical literatures shall help this study to know the social and cultural
impacts of individual events on a particular society. This shall help study to take a
micro look into the changes that these kinds of events have brought.

2.1.4 Policy Review

This study is related to socio-cultural life. Human Rights Action Plan ;
(NHRAP) 2013 give equal attention to civil, political, cultural, economic and social
rights [ CITATION Int18 \l 1033 ]. This study is also related to the event entrepreneurship
business and Nepal's Company Act 2006 (2063 B.S) which provides them all the
rights to respectfully establish and run a legal business.

2.2. Research gap

Various researches have been carried out on this issue in the world but very few
probably in context of Kathmandu. There are no regulated authorities or researchers
who have looked into this industry in Kathmandu previously .Still, the availed
researches still do not show the root growth of the industry and nor do they show any
chemistry between these events, their impacts and event entrepreneurship.

This study would fill the gap of how the social and cultural impacts made by the
live entertainment events can influence event entrepreneurs to invest more in this
sector in Kathmandu. It's an analysis towards how the future business of this industry
can be befitted. The people differ everywhere and such searchers fail to look into the
industrial analysis of Kathmandu particular. This research would broadly dive into the
major social and cultural impacts and an analysis to grow event entrepreneurship and
business in Kathmandu.

8
 CHAPTER 3: RESEARCH QUESTIONS

3.1. Research questions

The major research question of this study would be to determine the specific
major social-cultural impacts of live entertainment events and their influence towards
event entrepreneurship in Kathmandu. This research would be carried out focusing on
to determine the same from the below listed specifics.

1. The major social-cultural impacts do live entertainment events bring in

Kathmandu?
2. How the impacts caused by live entertainment events influences the event
entrepreneurship?

3.2 Research objectives

The research is to be carried out to analyze the relationship between the socio-
cultural impacts made by events and their influence towards event
entrepreneurship. The specified objectives of this research hare as follows

1. To identify the social and cultural impacts brought by the live entertainment
events in Kathmandu.
2. To analyze the impacts of live entertainment events and determine their
influence on event entrepreneurship in Kathmandu.

9
3.3 Theoretical framework

The impacts of live entertainment events: A study Quantitative

Emperical link influencing event entrepreneurship in Kathmandu
research

Methodology: Survey
Evolution theory; Theory data
of Unilinear Evolution: The impacts of live
entertainment
events: A study
influencing event Paradigm: Positivism
Empirical review entrepreneurship in
Kathmandu

Approaches: Cross
Policies
sectional survey
NHRAP) 2013

The Companies Act Data collection:

(2006)
Event Industrial survey,
Impacts of live
entrepreneurship interviews
entertainment events

Data analysis and

interpretation
Social Music festivals

Cultural Live concerts

Findings of the study

Figure 1. Theoretical framework of impacts of events on event entrepreneurship

3.4
Hypothesis
The research hypotheses to test the relationship explained in the theoretical model
are as follows:

H1: There is a strong correlation between socio-cultural impacts of live

entertainment events and Event Entrepreneurship in Kathmandu.

H2: There are several social and cultural impacts of live entertainment events
on Event entrepreneurs in Kathmandu.

H3: These socio-cultural impacts are major influence for event entrepreneurs
in Kathmandu.

10
3.5 Conceptual framework

Social impacts

Event Entrepreneurship

Cultural impacts

Figure2. Relationship among the variables

3.5.1 Social Impacts

Event managers have realized the capability of events to involve a mass of people and
also create an impact on their lives in various ways. It involves creating utility, pleasure,
entertainment, hospitality etc. and most ahead of all, consumer behavior. We take these
impacts as a single independent variable which can be linked directly to the aims and
objectives of entrepreneurs. It's important that a sound event entrepreneur is supposed to
understand the impacts that are changing people's mindset, knowledge, experience and
decisions [CITATION eve18 \l 1033 ]

3.5.2 Cultural impacts

Event managers have realized the influence of a place's set of norms, values and
beliefs of individuals and community which directly affects the kinds of events they do and
the investment decisions they would take [ CITATION Phi11 \l 1033 ]. We take these impacts
as a single independent variable which can be linked directly to the objectives and aim of
entrepreneurs. It's rational to take these impacts to take entrepreneurial decision

3.5.3 Event entrepreneurship

This keyword is the dependent variable for the study. This business is majorly affected
by the social and cultural impacts brought by the various kinds of live events. The graph of
events in the market is majorly sketched with the impacts of these events. These impacts
have a huge influence when event entrepreneurs take their analysis and decisions but has
always been overlooked by the researchers.

11
 CHAPTER 4: RESEARCH METHODOLOGY
The research method opted for this study is discussed and described in this chapter. A
brief discussion on research design follows first, and then sample is determined,
followed by an examination of the data collected, namely closed ended and structure
questions. This chapter includes the data analysis process and ends with the
limitations of the methodology opted.

4.1. Research design

This study will use quantitative research and qualitative research approach.
Quantitative research approach is useful to examine objective theories by studying the
relationship between variables [ CITATION Cre14 \l 1033 ]. Based on this approach, this
study will examine the relationship between sports sponsorship and marketing
performance.

Survey research design is one of the common research designs of the quantitative
research. This design is used to study numeric learning of opinion, intentions and
attitudes from a sample out of population [ CITATION Cre14 \l 1033 ] .Survey either in
cross sectional or longitudinal studies, is useful with closed ended questionnaires
[ CITATION Cre14 \l 1033 ]

This study, following quantitative approach, will use survey research method as
the primary research design where a cross sectional data will be taken to generalize
the findings among the population of sports sponsor and sponsored in the Kathmandu
valley. Research variable, in quantitative research, are measured by items where
numeric data are analyzed by using statistical procedures [ CITATION Cre14 \l 1033 ].

This study will use descriptive and inferential statistics procedure to analyze and
interpret data collected through cross sectional survey in the entire study.

This study will also use qualititive research aproach which is described either
explictly or implictly. Its majorly about the act of the researcher and the steps this
research will go through with showing the methods of data analysis [ CITATION
Qua06 \l 1033 ]. This study would use Ethnography and Depth interview of qualitative
approaches.

4.2 Population and sample data

A research population is generally a large collection of individuals or objects that
is the main focus of scientific query. It is a well-defined collection of individuals or
12
objects known to have similar characteristics [ CITATION Exp09 \l 1033 ].The population
for my study will be the event attendees and event entreprenerus in kathmandu valley.
Following sponsoring companies and sponsored will be taken as sample

Table 1: Total Population

Event Entrprenuers Live entertainemnt Total

in Kathmandu events
120 50 170

Sampling is a process used in statistical analysis in which a predetermined

number of observations are taken from a larger population. The methodology used to
sample from a larger population depends on the type of analysis being performed, but
will include simple random sampling or systematic sampling. To make a sample more
representatives, Random sampling will be done using formula of Yamane (1967):

n = ( Z¿ ¿2) ¿ p.q

N
n o= 2
1+ N ( e )

Sample size will be as shown in the following table:

Table 2: Total Sample

Event Entrprenuers in Kathmandu Live entertainemnt Total

events
10 10 20

4.3. Instruments
This study will use quantitative, survey research design and qualitative
approaches. A closed ended and structured questionnaire will be made. Closed-ended
questions are those which can be answered by a simple "yes" or "no," while open-
ended questions are those which require more thought and more than a simple one-
word answer. Based on this questionnaire structured closed ended question will be
used.

The questionnaires will be divided into 3 sections. The first section includes
general information and demographic variables of the respondents. The second
section of the questionnaire includes independent variables. The third section of the

13
questionnaire includes the dependent variables. The numbers of questions that will be
asked are shown in the table.

Table 3: Total Number of Questions

S.N. Variables No. of Questions

1. Relationship 5
2. Impacts 5
3. Influences 5

Both primary and secondary data are used for the study. Primary data is obtained
straight from the field (respondents) by the use of closed ended structured
questionnaires. Like scales are survey questions that offer a range of answer options
from one extreme attitude to another, like “extremely likely” to “not at all likely.”
Typically, they include a moderate or neutral midpoint.

The options 1 indicates Strongly Disagree, 2 indicates Disagree, 3 indicates

slightly agree, 4 indicates Neutral, 5 indicates Slightly Agree, 6 indicates Agree and 7
indicates Strongly Agree.

4.4 Methods of analysis

Data Analysis is the process of systematically applying statistical and/or logical
techniques to describe and illustrate, condense and recap, and evaluate data. The
major steps of data analysis are:

1. Data validation
2. Response portioning
3. Coding
4. Standard analysis
5. Ordinal and nominal data analysis
The recorded data and information will be entered into statistical package for
Social Science (SPSS) software version 22. After entering all data, at first were coded
and cleaned. Descriptive and inferential statistical tools were applied.

At first, descriptive statistics was computed for the background variables such as
awareness, purchase intention, operational risk, reputational risk, image and
relationship. This analysis consisted of frequency and percentage calculation that are
presented in cross taps.

14
 Mean, standard deviation and inferential statistics such as Pearson Correlation
Coefficient Analysis and the Multiple Linear Regression Analysis with two tailed test,
Chi-Square test will be applied.

4.5 Limitations of the methodology

This study will have some limitations. This study will primarily limit to its small
sample size (i.e. only few companies and events in Kathmandu valley can be studied
as there are limited companies who do such big scale events). A larger sample with a
greater number of participants would have benefitted results and enhanced the
generalizability of the study.

However, results fit with those of other researchers. Further, over the time,
perceptual and actual performance may change so the findings of the study may vary.

15
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