Space Marketing and Customer Engagement in Event Venues: A Study on Sambhrama Celebrations and Private Theatre, Davangere

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@article{1722572,
      author = {Tejaswi C C},
      title = {Space Marketing and Customer Engagement in Event Venues: A Study on Sambhrama Celebrations and Private Theatre, Davangere},
      journal = {Iconic Research And Engineering Journals},
      year = {2026},
      volume = {10},
      number = {2},
      pages = {2935-2938},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1722572.pdf},
      abstract = {This study examines how space marketing and customer engagement influence the success of small, independently operated event venues, using Sambhrama Celebrations and Private Theatre, Davangere, as a case. Primary data were collected from 75 respondents in Davangere through a structured questionnaire, supplemented by secondary data from books, journals, and industry sources. Percentage analysis and the Chi-square test of independence were used to analyse the data. Findings show that social media, particularly Instagram and Facebook, is the dominant channel through which customers discover celebration venues and exerts a measurable influence on booking decisions. Price/affordability and ambience emerged as the two most important venue-selection factors, and statistically significant relationships were found between social media influence and customers' openness to trying new celebration formats, and between general market awareness and brand-specific awareness of the venue studied. The study concludes that small event venues can strengthen their competitive position by combining consistent digital engagement with bundled, customer-preferred add-on services, and offers specific recommendations to this effect.},
      keywords = {customer engagement, event venues, social media influence, space marketing, tier-2 cities.},
      month = {August},
      doi = {https://doi.org/10.64388/IREV10I2-1722572}
  }