Understanding conflicting perspectives in event planning and management using Q method

Document Type


Publication details

Phi, G, Dredge, D & Whitford, M 2014, 'Understanding conflicting perspectives in event planning and management using Q method', Tourism Management, vol. 40, pp. 406-415.

Published version available from:


Peer Reviewed



There is a need to better understand the interests of actors in the planning and management of major events. The diversity of actor perspectives about an event creates a wicked problem set that event organisers and public officials find difficult to understand, let alone address. This paper focuses on problem identification as one stage in the event planning and management process. It explores how problem structuring can contribute to more effective planning and management of actors' interests. The value of Q methodology is explored through a case study of the Australian World Rally Championship. Four perspectives are identified in the problem structuring process: the Skeptics, the Materialists, the Middle-grounders and the Supporters. The findings demonstrate that Q methodology is effective in identifying the depth and breadth of different problem perspectives, providing insights into the importance of different perspectives, and can be used reflexively to anticipate and manage potential conflict.