Conditional Nullification in Event Marketing: Limits of Influencers, Administrative Endorsements, and Culinary Branding Under Missing Foundational Conditions

This paper proposes the concept of Conditional Nullification as an exploratory conceptual framework for understanding event-marketing failure. Using the Local Food Fight in Tottori case as an illustrative example, the study investigates circumstances under which widely used promotional instruments, including influencer marketing, celebrity appearances, administrative endorsements, and culinary branding, fail to generate expected attendance outcomes. The paper argues that promotional effectiveness may depend upon foundational conditions such as local awareness, operational readiness, and incentive alignment among stakeholders. Rather than identifying universal success factors, the study adopts a failure-condition perspective and explores the possibility that certain baseline conditions must be satisfied before promotional activities can function effectively. The study contributes to event marketing, regional revitalization research, governance studies, and business-model analysis by proposing a framework for examining minimum viable conditions and bottleneck factors in regional-event management.