A taxonomy of event participants based on risk and security perceptions.

Abstract

Purpose: The purpose of this paper is to create a taxonomy of event participants based on risk and security perceptions. Design/methodology/approach: Two focus groups were established with British mothers, one with five mothers and the other with six, recruited through convenience and snowball sampling. A tree diagram was employed to uncover the taxonomic structure underlying risk and security perceptions. In creating the taxonomy, two critical issues were found to best categorise participants: the extent to which risks were considered before attending an event and whether or not participants showed an interest in knowing about security measures in advance of the event. Findings: Six taxonomy categories were created, based on the unique combination of attitude and reactions: overthinker, investigator, naïve, ignorer, survivalist and optimiser. Similarities and differences between the types of participants were examined across 12 typical traits and reactions to risk and security. Practical implications: The results provide event organisers with an understanding of whether they need to communicate their risk management strategy, and if so how they can best achieve this. Originality/value: Existing taxonomies have tended to identify customer types based on risk perceptions alone. This research expands such work by considering attitudes towards both risk and security and how these affect event attendance. Hence, the descriptive taxonomy developed in the paper provides empirical evidence of the diverse risk and security perceptions at public events.