Factors influencing the demand for themed wedding packages

Abstract

This research study explores the factors that are likely to influence the demand for themed wedding packages. The research focuses on the Auckland market, specifically on the factors affecting the buying motivation of New Zealanders for themed weddings.

Globalisation today has brought about the extension of trends in most developed countries: one of these is the themed wedding. Trends in themed weddings are being exported globally. There is an endless market opportunity for themed weddings in New Zealand just as there is in other developed countries like the U.S. and the U.K. The New Zealand market is making use of ideas for wedding themes from overseas markets. There is a need to keep abreast of the trends for themed packages and related services in order to be successful in New Zealand wedding market.

Qualitative methodology has been used as the primary data collection. Thirteen semistructured interviews with wedding planners were tape-recorded and transcribed, and analysed by thematic content analysis.

This research found that, based on the statements made by the interviewees during the interview, themed weddings are not currently in -demand: most couples still adhere to a ‘traditional’ setting. However, this does necessarily mean that themed weddings will not be well-liked in the market, as there are already some wedding planners who are marketing themed weddings through their websites.

This study also found that popularisation seems far from happening because most wedding planners are not focusing on themed weddings but on their primary service - the standard wedding event. During the interview process most of the wedding planners thought that this concept of themed weddings would be a useful tool to develop their existing business. This research concludes that the wedding planners are gifted to create a market in Auckland or perhaps nationwide for themed wedding packages.