Application of Motivation Theories to Event Management Industry - I

As per my experience in event management industry, I have noticed that event industry mostly depends on the middle and low level employees such as technician, data entry people, sales & marketing officers, accounts clerks, site officers, decorators, designers, promotion officers and labors. The majority of the employees in this industry engage in their respective occupation to satisfy their basic needs, unless the employee is in the managerial level or above. Further, the middle and low level employees are facing many difficulties due to various reasons such as insufficient income, Inflation, job security, long working hours, family matters. If employee’s occupation is unable to fulfill the basic needs, it make employees feel lacking and lead to depression, anxiety and finally employees get demotivated.

In this article, I have selected following theories which can be applicable for event management industry.

Abraham Maslow’s motivation theory

Maslow's hierarchy of needs is a motivational theory in psychology which is containing a five-level model of human needs, frequently described as hierarchical levels within a pyramid (McLeod, 2018).

“Maslow used the terms ‘physiological’, ‘safety’, ‘belongings’ and ‘love’, ‘esteem’, and ‘self-actualization’ to describe the pattern that human motivations generally move through. The goal of Maslow’s theory is to attain the highest level of stage: self-actualization needs” (McEwen & Wills, 2014).

Figure 1: Hierarchy of Needs (McLeod, 2020) 

Hierarchy of Needs (figure 1) starts with physiological needs. Physiological needs including the essential requirements for human survival such as breathing, food, water, sex, sleep, homeostasis, excretion (Aruma & Hanachor, 2017). When people are satisfied with their physiological needs the second attention will go towards the safety needs including the personal security: of body, health, employment, the family, property, and resources (Skemp-Arlt & Toupence, 2007).

After fulfilling physiological and safety needs the next level of hierarchy is love and belongings (Jerome, 2013). When physiological, safety & love/belonging needs are met the next stage is esteem needs. “All people in our society have a need or desire for a stable, firmly based, usually high evaluation of themselves, for self-respect, and for the esteem of others” (Maslow, 1954; Stephens, 2000).

People can reach the Self-actualization level when the all needs are fulfilled which is the highest level of the hierarchy & self-actualization is process of development (Fiedhawatie, 2013).

Application of Abraham Maslow’s motivation theory

As mentioned above, in event management industry most of the employees are working to assure their basic needs. Therefore the event management organization should give their first priority for satisfaction of the physiological, safety and needs of their employees. In event management industry, the middle and low level employees’ motivation can be identified as an important fact which has a direct impact the origination success.    

Esteem and self-actualization levels of the hierarchy are more applicable for the higher level employees such as managers and directors where they get an adequate income to satisfy their basic needs. This doesn’t mean that esteem and self-actualization level are not entirely related to low and middle level employees but always their first preference goes towards to basic needs. 

According to Maslow’s theory, it is compulsory for each organizations to provide reasonable salary and other rewards where the employees can satisfy their fundamental requirements with that. Furthermore, without satisfying the basic needs the employee motivation will be difficult for any organization. In fact they may not concern on the existent of higher level of needs like esteem and self-actualization if their basic needs are not fulfilled by their occupancy.  

References

Aruma, E. O. & Hanachor, M. E., 2017. Abraham Maslow’s Hierarchy of Needs and Assessment of Needs In Community Development. International Journal of Development and Economic Sustainability, 5(7), pp. 15-27.

Fiedhawatie, S. D., 2013. Maslow’s Hierarchy of Needs Manifested by The Main Character in The Forrest Gump the Movie, Malang: Study Program of English Department of Languages and Literature Faculty of Cultural Studies Universitas Brawijaya.

Jerome, N., 2013. Application of the Maslow’s hierarchy of need theory ; impacts and implications on organizational culture, human resource and employee’s performance. International Journal of Business and Management Invention, 2(3), pp. 39-45.

McEwen, M. & Wills, E. M., 2014. Theoretical Basis for Nursing. 4 ed. Philadelphia: Wolters Kluwer Health | Lippincott Williams & Wilkins.

McLeod, S., 2018. Maslow's Hierarchy of Needs. Simply Psychology, 21 May.

McLeod, S., 2020. Maslow's Hierarchy of Needs. Simply Psychology, 20 March.

Skemp-Arlt, K. M. & Toupence, R., 2007. The Administrator's Role in Employee Motivation. Coach & Athletic Director, February, pp. 28-34.