THE IMPLEMENTATION OF ‘GREEN’ CONCEPT IN
THE CONTEXT OF EVENT MANAGEMENT
INDUSTRY
YONG YEN FERN
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(Pemasaran Teknologi Tinggi)’
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THE IMPLEMENTATION OF ‘GREEN’ CONCEPT IN THE CONTEXT OF EVENT MANAGEMENT INDUSTRY
YONG YEN FERN
Laporan ini di kemukakan sebagai
memenuhi sebahagian daripada syarat penganugerahan
Ijazah Sarjana Muda Pengurusan Teknologi (Pemasaran Teknologi Tinggi)
Fakulti Pengurusan Teknologi dan Teknousahawanan Universiti Teknikal Malaysia Melaka
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DEDICATION
ACKNOWLEDGEMENT
The author would like to express my sincere appreciation to the supervisor, Dr. Mohd Syaiful Rizal Bin Abdul Hamid for his guidance and encouragement given throughout undergo this final year project.
The author would like to thank to the panel, Mr. Amir bin Aris who positively supported and contributed his suggestion to move smoothly on this research.
ABSTRACT
ABSTRAK
vii
TABLE OF CONTENT
CHAPTER TITLE PAGE
NUMBER
ADMISSION ii
DEDICATION iii
ACKNOWLEDGEMENT iv
ABSTRACT v
CONTENT vii
LIST OF TABLES x
LIST OF FIGURES xiii
LIST OF ABBREAVIATION xiv
LIST OF APENDIX xv
CHAPTER 1 INTRODUCTION
1.1 Background of the Study 1.2 Research Questions 1.3 Research Objective
1.4 Scope, Limitation and Key Assumption of the Study
1.5 Significant of the project 1.6 Summary 1 2 3 4 4 5
CHAPTER 2 LITERATURE REVIEW
2.1 Introduction
2.2Overview of the implementation of
‘Green’ concept in the context of Event Management Industry
2.3 Green practices to create an event 2.4 Readiness of the employees
2.5 Key challenges of the implementation of ‘Green’ concept
viii
CHAPTER 3 RESEARCH METHOD
3.1 Introduction 3.2 Research Design
3.3 Methodological Choices: Mixed Method Research
3.4 Primary and Secondary Data Sources 3.5 Location of Research
3.6 Method to Collect Primary Data 3.7 Time Horizons
3.8 Validity, Generalizability and Reliability 3.9 Summary 24 25 25 27 28 29 29 30 32
CHAPTER 4 RESULT AND DISCUSSION
4.1 Introduction 4.2 Narrative Analysis
4.3 Respondents Demographic Profile for Survey Questionnaires
4.4 Respondents Demographic Profile for Interview Survey
4.5 Objective 1: To investigate the strategies of the organization pursue in order to improve organization performance. 4.6 Objective 2: To investigate the readiness of employees upon the implementation of ‘Green’ concept.
4.7 Objective 3: To suggest an innovation solution to overcome the problems of ‘Green’ concept in the context of Event Management Industry.
4.8 Scale Measurement
34 34 36 42 49 71 89 103
CHAPTER 5 CONCLUSIONS AND
RECOMMENDATIONS
5.1 Introduction
5.2 Conclusion for Objective 1:
To investigate the strategies of the organization pursue in order to improve organization performance.
ix
5.3 Conclusion for Objective 2:
To investigate the readiness of employees upon the implementation of
‘Green’ concept.
5.4 Conclusion for Objective 3:
To suggest an innovation solution to overcome the problems of ‘Green’ concept in the context of Event Management Industry.
5.5 Overall Conclusion 5.6 Recommendation
105
106
107 108
REFERENCES 110
x
LIST OF TABLES
NO. TITLE PAGE
NUMBER
2.1 CO2 levels reached a new record in 2013 9
2.2 Scope: time, cost and quality 12
2.3 The Theoretical Framework for Implementation of ‘Green’
concept in the context of Event Management Industry in Malaysia to enhance Environment Sustainability
22
4.1 No of respondents 37
4.2 Respondents’ Demographic (Gender) 38
4.3 Respondents’ Demographic (Academic) 39
4.4 Respondents’ Demographic (Position) 40
4.5 Respondents’ Demographic (Size of the company) 41
4.6 Respondents from each of the company 42
4.7 Results of Pearson Correlation Analysis for the Strategies 50
4.8 Result of individual regression for the strategies of the
organization pursues in order to improve organization performance.
52
4.9 Result of regression analysis to investigate the strategies of
the organization pursues in order to improve organization performance.
53
4.10 Key Messages Emerging from the Employees for the
xi
4.11 Key Finding of Employees from Contact Cases for the
Strategies 57
4.12 Key Messages Emerging from the Top Management for the
Strategies 60
4.13 Key Finding from Contact Cases for the Top Management
for the Strategies 62
4.14 Summary result for the overall objectives 1 67
4.15 Results of Pearson Correlation Analysis for the Readiness
of Employees 71
4.16 Result of individual regression for the readiness of
employees for the implementation of ‘Green’ concept 73
4.17 Result of regression analysis to investigate the readiness of
employees upon the implementation of ‘Green’ concept. 74
4.18 Key Messages Emerging from the Employees for the
Readiness of Employees 75
4.19 Key Finding of Employees from Contact Cases for the
Readiness of Employees 77
4.20 Key Messages Emerging from the Top Management for the
Readiness of Employees 80
4.21 Key Finding from Contact Cases from the Top
Management for the Readiness of Employees 82
4.22 Summary result for the overall objectives 2 86
4.23 Results of Pearson Correlation Analysis for the Challenges 89
4.24 Result of individual regression for the challenges upon the
implementation of ‘Green’ concept. 91
4.25 Result of regression analysis to overcome the problems of
xii
Industry.
4.26 Key Messages Emerging from the Employees for the
Challenges 93
4.27 Key Finding of Employees from Contact Cases for the
Challenges 95
4.28 Key Messages Emerging from the Top Management for the
Challenges 97
4.29 Key Finding of Top Management from Contact Cases for
the Challenges 99
xiii
LIST OF FIGURES
NO. TITLE PAGE NUMBER
4.2 Respondents’ Demographic (Gender) 38
4.3 Respondents’ Demographic (Academic) 39
4.4 Respondents’ Demographic (Position) 40
4.5 Respondents’ Demographic (Size of the
xiv
LIST OF ABBREAVIATION
xv
LIST OF APENDIX
NO. TITLE PAGE NUMBER
1 Survey Quesionnaire 115
1
CHAPTER 1
INTRODUCTION
1.1Background of the Study
In recent year, ‘green’ concept has become increasingly relevant into business and the industry seems to understand the message that green is important. In fact, there has been much discussion surrounding the topic of green business but very little about green projects. As the environmental degradation, loss of biodiversity and resource depletion become more evident, it is the warning for everyone to change in order for our environment, economic, and social systems to recover and grow (Maltzman and Shirley, 2011). In order for the changeover toward the ‘Green’ concept successfully, an organization needs to become more educated about the ‘Green’ concept as well as how to implement ‘Green’ concept into each of the project (Goodland,1995).
‘Green’ concept is product or outcome are “all about” sustainability or the environment and the degree to which an organization has considered environmental (green) factors that affect its projects during the entire project life cycle and beyond (Maltzman and Shirley, 2011).
2 reduce the negative environmental impact and also organization performance. According to Meredith and Mantel (2010), event management is the process beyond planning, executing and evaluating corporate, association, nonprofit, government and social events. Event management requires strong organizational, budgeting and creative skills. Anyone who works in events management must be comfortable interacting with all levels of individuals inside and outside of their organization. Event Management Industry is one of the fastest growing industries in the world. Planning and execution of the event can be very difficult yet also can cause a lot of wastage if do not plan well (Beloviene et al., 2011).
The research will mainly focus on Event Management Industry by implementing ‘Green’ concept into it. The researcher chooses Event Management Industry because researcher found out that there is a lot of internal and external resources did not use effectively which did not manage the waste properly. The green waste included greenhouse gases, excessive resource usage, excessive power usage, pollution, rubbish and other (Hines, 2012). For instance, most of the event team are planned and administration. This means that they will use more paper. However, they do not reuse and recycle the paper and just throw away the unneeded paper into dustbin. This already showed that serious pollution to the environment already happens. Thus, this research is to explore the readiness of people in event management upon the implementation of ‘Green’ concept in the context of Event Management Industry.
1.2Research Questions
3
Event produce wastage like paper mostly can be found in all the dustbin. Top management does not give an instruction to reduce, reuse, recycle, redesign it. Event management always needs to bare a lot of cost on papers. In addition, the free gifts giving out to the guest are not eco-friendly.
An event management is aiming to give the best to the customer and in order to maintain the satisfaction. This means to prevent guest problems such as preliminary walk-through, efficient processes, recognizable signage, train employees before they arise. To organize an event, there are many preparations need to be done. If a planning does not do well, excessive internal and external resource like greenhouse gases, excessive resource usage, excessive power usage, pollution, rubbish and other (Hines, 2012) may occur. Thus, the research question as below which enables each of the events with the implementation of ‘Green’ concept:
i) What strategies do the organizations pursue in order to improve organization
performance?
ii) What are the readiness of employees upon the implementation of ‘Green’
concept?
iii) How to overcome the problems of ‘Green’ concept in the context of Event
Management Industry?
1.3Research Objectives
4
i) To investigate the strategies of the organization pursue in order to improve
organization performance.
ii) To investigate the readiness of employees upon the implementation of ‘Green’
concept.
iii) To suggest an innovation solution to overcome the problems of ‘Green’
concept in the contextof Event Management Industry.
1.4Scope, Limitation and Key Assumptions of the Study
The scope of the study is the implementation of ‘Green’ concept in the context of Event Management Industry. The researcher will mainly focus on the Event Management Industry which organizes conference and exhibition will only be chosen as the study. The results of the implement of ‘Green’ concept will be demonstrate the performance of organization of this research in Event Management Industry.
On the other hand, the limitation of this research is event company who organizes event such as concert, wedding, birthday celebration and mall event will not be investigated in the study. The researcher will only focus on the conference and exhibition events. Last but not least, researcher assuming the respondents answers with logical and honest. To ensure the data collection leads to greater validity and reliable . Thus, mix method will be used to identify the result of applying ‘Green’ concept into the research.
1.5Significance of the Study
5
improve the organization performance. In order to improve the organization performance, careful planning is the key to executing a ‘Green’ concept. Simply evaluate the necessary materials to be used and disposed of at the event, then implement recyclable or compostable alternatives. Simple solutions such as compostable or reusable cups, utensils and plates can make an enormous impact on the waste generated by an event (McKenzie-Mohr, 2011). There are many regulations and policies need to study to address the environment sustainability (Maltzman and Shirley, 2011). Many factors need to consider when planning an event that it becomes a complicated process to develop, adopt, and implement environment sustainability. The purpose of this research is to build a deeper understanding on how an organization implemented ‘Green’ concept to sustain the environment. Thus, it is a challenge for an organization upon the
implementation of ‘Green’ concept into each project to improve organization
performance.
1.6Summary
According to EarthShare (2013), global warming is on the rise, everyone needs to concern about it. Conference and exhibition are encouraged to use local products and lower the use of chemical products. Meanwhile, key policy-makers should encourage local organizations to understand and be concerned about climate change and environmental problems. ‘Green’ has been growing rapidly over the past few decades, and it continues to expand.
Additional research is needed to better understand whether and how ‘Green’ concept may enhance environment sustainability toward the event project. For instance, the green criteria of the assessment for a project and the challenges faced throughout the process implementing ‘Green’ concept into it.
6
7
CHAPTER 2
LITERATURE REVIEW
2.1 Introduction
This literature review attempts to gather existing information, past studies and knowledge based on the implementation of ‘Green’ concept in the context of Event Management Industry. This chapter will discusses about the overview of the implementation of ‘Green’ concept in the context of Event Management Industry. The strategy used during the implementation will be mentioned, included energy efficiency, waste minimization, accommodation, eco procurement, transportation, communication and awareness. The readiness of employees and the challenges faced during the implementation into the organization will be mentioned. Lastly, the contribution of the ‘Green’ concept in an organization will be mentioned.
2.2 Overview of the implementation of ‘Green’ concept in the context of Event Management Industry
