Triple grief cycle of cancelled events: the emotional crisis aftermath

Abstract

Purpose The coronavirus (COVID-19) pandemic response is not only devastating nations and economies across the globe but it is also severely disrupting the event industry, with government and health authorities forcing many events to be postponed or cancelled. The purpose of this study is to investigate the prospective attendees’ emotional responses to cancelled events. This study draws upon grief cycle theory to articulate different layers of the grief process in the event domain of inquiry. Design/methodology/approach The National Collegiate Athletic Association basketball tournament was selected as the research context. Taking user-generated messages from Twitter, this study first performed content analysis to organize lexical patterns into categories and higher-order themes based on the grief cycle. It also performed social network analyses using UCINET to illustrate how different grief phases are inter-related. Findings Results not only point to attendees’ self-expression manifested through a continuum of denial, anger, bargaining and acceptance but they also reveal a three-layer hierarchy of grief, namely, event-related, socio-politics-related and crisis-related. The network analysis further illustrates how grief phases are tied into a complex network of grief messages. Originality/value This study advances the event literature by improving knowledge about attendees’ emotional responses to cancelled events. It increases our understanding of the grieving process in the aftermath of COVID-19. The proposed triple grief cycle helps advance the literature by showcasing how voices from prospective attendees represent three pillars of grief hierarchy. The findings also underscore the emotional crisis of the COVID-19 aftermath.