Investigating green practices and their effects on pricing strategies in the mega events industry: A case study of Sziget Festival

This study aims to investigate green practices and their effects on pricing strategies in the mega events industry. The results of this study imply that the implementation of green practices sets an example, as they attract not only more attendees but also savings can be made through them, and educating the visitors is key to ensuring long-term achievement. These findings demonstrate the reason why pricing strategies are key to linking the value creation of the green practices, which is to create an experience that allows maximizing the event revenue and at the same time adds value for the attendees of an event. Moreover, it presents a better understanding of how competitiveness and economic improvements can influence a festival`s added value. Implications of the study are crucial for the future of planning and promoting various festivals that are favorable to incorporate green practices.