Name: Dr Emma H Wood Position: Reader in Festivals and Event ...

Name: Dr Emma H Wood
Position: Reader in Festivals and Event Marketing
Qualifications:
PhD Community events: An Evaluation Framework
MSc Applied Statistics with Business Statistics
MA Marketing Management
Post Graduate Diploma Research Awards Supervision
Post Graduate Certificate in Education
BA (Hons) Marketing and Engineering
Biography:
Emma is Reader in Festivals and Events Marketing and specialises in marketing
communications, social marketing and impact studies within the events sector. She
is co-author of Innovative Marketing Communication published by Elsevier as well as
Services Marketing (European Edition) with Kenyon, Hoffman and Bateson
published by Cengage in 2009. Emma's current research interests are in the areas of
experiential marketing events and social marketing using live events as
communication media. Emma is joint editor of the Journal of Policy Research in
Tourism, Leisure and Events and sits on the editorial board of the Journal of Arts
Marketing and Tourism Today. She also chairs the Academy of Marketing special
interest group in Events and Experiential Marketing. Emma undertakes consultancy
projects for local government and other bodies that focus on the evaluation of
festivals and events and social marketing though events. Her most recent
publications include: This is how I feel, this is how I felt: Experience sampling at
promotional events for the Academy of Marketing Annual Conference which was
awarded Best paper in track and 'Evaluating Event Marketing: Experience or
Outcome?' which was published in the Journal of Promotion Management,
Recent publications:
Journals
Wood E.H & Thomas R (2006) Measuring cultural values: The case of residents’
attitudes to the Saltaire Festival. Journal of Tourism Economics 12 (1) pp. 137-145.
Wood E.H (2006) The internal predictors of business performance in small firms: A
logistic regression analysis. Journal of Small Business and Enterprise Development.
13 (3) pp. 441-453.
Wood E, H; Robinson, L.; Bowdin, G (2006) Evaluating the social impacts of
community and local government events: A practical overview of research methods
and measurement tools. In Fleming S and Jordan F Eds. Events and Festivals:
Education, Impacts and Experiences. Eastbourne: Leisure Studies Association pp.
81-92.
Wood E.H and Syson F (2006). Local Authority Arts Events and the South Asian
Community: Unmet Needs. Managing Leisure. October, Vol.11. pp245-258.

Kenyon, A., Wood, E.H. and Parsons, A. (2008). Exploring the Audience’s Role: A
Decoding Model for the 21st Century. Journal of Advertising Research. Vol. 48, No.
2, June 2008, pp. 276-286.
Wood, E H. (2009)'Evaluating Event Marketing: Experience or Outcome?',Journal of
Promotion Management,15:1, pp. 247-268
Wood, E.H. (2009) The Potential Impacts of Community Festivals: An evaluation
framework. Event Management Vol. 12, pp. 1–17
Wood, E.H and Henderson, S (2010) Large cohort assessment: Depth, interaction
and manageable marking. Marketing Intelligence and Planning. Vol 28(7). pp. 898-
907.
Books and Chapters
Hoffman, D, Bateson, E G, Wood E H and Kenyon A.(2009) Services Marketing: 1st
European Edition Cengage (Thomson)
Wood, E.H. and Long P. (2009). Great Yorkshire shows: Event tourism in Yorkshire.
In Thomas, R (Ed) Managing Regional Tourism: A Case Study of Yorkshire,
England. Bradford: Great Northern Books
Wood, E.H. and Thomas, R. (2008) Festivals and tourism in rural economies in Ali-
Knight, J., Robertson, M., Fyall, A. and Ladkin, A. (Eds.) International Perspectives
of Festivals and Events. Elsevier: Oxford
Wood, E. H. and Robinson L. S., Thomas, R. (2006). Evaluating the social impacts
of community and local government events: A practical overview of research
methods and measurement tools. pp. 81-92 in Fleming, S. and Jordan, F. (eds.)
Events and Festivals: Education, Impacts and Experiences. Eastbourne: Leisure
Studies Association
Masterman G & Wood E. (2006) Innovative Marketing Communication: Strategies for
the Events Industry. Oxford: Elsevier.
Conference papers
Wood E (2006) Events, Experience and Exploitation. Invited Keynote Speaker. 1st
Event Marketing Forum. South East European Marketing Week. May 20th-27th,
Athens, Greece.
Syson F and Wood E (2006) Ethnically centred arts events: One size fits all?
Academy of Marketing Annual Conference, London.
Bowdin G and Wood E et al (2007) An investigation into the contribution of
community festivals and events in Wales. Event Tourism: Enhancing Destinations
and the Visitor Economy. Bournemouth University.
Masterman G & Wood, E (2007). Event sponsorship: Evaluate, integrate, evaluate.
Academy of Marketing Annual Conference, Kingston University.

Masterman G and Wood, E (2007). Event sponsorship: An integrated
communications tool. Las Vegas International Hospitality & Convention Summit IV,
University of Nevada, Las Vegas.
Wood E and Masterman G (2007) Event Marketing: Experience and Exploitation.
Extraordinary Experiences Conference: managing the consumer experience in
hospitality, leisure, sport, tourism, retail and events, Bournemouth.
Wood E and Masterman G (2008). Event Marketing: Measuring an Experience.
Annual Venice-Paris Marketing Trends Congress EACP-Paris Venice, Italy.
Coll, T and Wood, E.H. (2008) Contemporary tradition: Brand building in Yorkshire.
Academy of Marketing, Robert Gordon University, Aberdeen July. Annual
Conference: Reflective Marketing in a Material World.
Henderson, S. and Wood, E.H. (2008) Cayamo: A Journey through Song.. Academy
of Marketing Annual Conference: Reflective Marketing in a Material World. Robert
Gordon University, Aberdeen July.
Henderson, S. and Wood, E.H. (2009) Dance To The Music: Fans and socialites in
the festival audience. Academy of Marketing Annual Conference. Leeds, July 2009
Wood, E.H and Henderson, S. (2009). The needle and thread: Assessing large
marketing cohorts online. Academy of Marketing Annual Conference. Leeds, July
2009
Wood, E.H., Smith, B. and Thomas, R. (2009) Linking community festivals to social
change: Trial and tribulation. The Australian Centre for Event Management 5th
International Event Management Research Conference. Gold Coast, Australia, July
2009.
Wood, E.H. (2010) Event Sustainability: The host community perspective. Invited
speaker – European Cities Marketing, Turku, Finland. Feb 2010
Wood, E.H. and Kornilaki M (2010). Then and now: The changing landscape of local
authority events. Global Events Congress. Leeds Metropolitan University, Leeds July
14th to 16th 2010.
Wood, E.H. (2010). This is how I feel, this is how I felt: Experience sampling at
promotional events. Academy of Marketing Annual Conference Proceedings.
Coventry, July 6th -9th 2010. (Best paper in track winner)
PhD Research supervision:
Completed:
� The Meaning of Alcohol Advertisements to Young People: An Intertextual
Reading

� The role of intangible assets in external company succession in small and
medium-sized enterprises
� The Internet Relationship Marketing Strategies of Multiunit Hotels in the UK
Current:
� Measuring service quality in the Taiwanese exhibitions industry. A multistakeholder
perspective
� The Implementation of Innovations in Events: the Chinese Context
� A Media Neutral Methodology for Measuring Experiential Marketing within
Hospitality
� Doomsday tourism: Projective techniques to assess motivation.
� The role of festivals in developing a community’s social capital: The case of
Macao