The sustainability of French event companies: an exploratory study

Abstract

Purpose The purpose of this paper is to evaluate and discuss the involvement in sustainable development of French event companies, mostly by identifying facilitators and barriers to their sustainability strategy. Based on the results, some recommendations are provided, which aim at increasing the sustainability of French event companies. Design/methodology/approach The paper is based on face-to-face and semi-structured interviews with six directors and top managers of French event companies and a consultant in sustainable tourism. The data collected were analysed through a content analysis. Findings This paper identified different motivations and barriers regarding the involvement of French event companies in sustainability. The main motivations are personal conviction, a greater satisfaction for clients and a cost similar to the one of non-sustainable events. The main barriers are a difficulty in comparing the cost of sustainable and non-sustainable events, a low demand for sustainable events, a lower quality of materials and greenwashing, the issue of measuring sustainability and a profusion of labels. Practical implications As the directors of French event companies interviews do believe in the value of sustainability, they should educate their clients and employees towards sustainability. They should also find ways to demonstrate that the price of a sustainable event is not higher than a non-sustainable one. Originality/value This paper focusses on the sustainability of event companies in France, comparing companies that are highly involved in sustainability and others that are not involved. In the field of events research, most studies focussed on the degree of sustainability of specific events, whereas this study deals with the sustainability of corporate events companies.