Viability of Event Management Business in Batangas City, Philippine: Basis for Business Operation Initiatives

The research study on Viability of Event Management Business in Batangas City: Basis for Business Operation Initiatives aimed to assess the viability of this type of business using Thompson’s (2005) Dimension of Business Viability as its tool in order to create business operation initiatives. It provided a good framework for defining success factors in entrepreneurial operation initiatives in a specific business type – event management. This study utilized event organizers based in Batangas, a southern popular province, which also is a great popular destination for many types of events. Findings  showed that the event management business in Batangas City is generally a personal event type of business whose year of operation ranges from one to three years, mostly link to church or reception venues and usually offers on the day coordination. In the assessment of its perceived viability, it was found out that this type of business is moderately viable in terms of market, technical, business model, management model, economic and financial, and exit strategy. Among all the dimensions tested, only market, management model, economic and financial, and exit strategy showed significant relationship with the profile variables of the event management business. From the enumerated problems encountered, those that got the highest rate were demanding clients, overbooking of reservation/exceeding number of guests and failure to meet spectators and/or competitors expectations. And, the recommended business operation initiatives were based on the weaknesses discovered using Thompson’s Dimension of Business Viability Model.

Keywords: Business Operation Initiatives, Event Management, Viability