The thesis aims to explore and understand the factors impacting the wedding planning experience and investigate how this knowledge can be valuable when creating a new online wedding planning experience. It is delimited to focus on brides who are having a Danish cultured wedding, are currently in the planning phase, and are celebrating their wedding in either the year 2020 or 2021. The research uses The Wedding Folder, a new digital company with the aim of digitalising a wedding planner, as a case company to identify, explore, and understand the factors impaction the wedding planning experience and how these might be valuable when creating a new online wedding planning experience.
Based on a qualitative study, and using semi-structured in-depth interviews with brides to gather relevant data, the research identifies and concludes four different ways that the wedding planning experience is impacted: Internal Impact, External Impact, the Impact of Service Vendors, and the Impact of Digital Usage. Each constitutes of its own set of impacting factors giving insight into how a new online wedding planning experience can benefit from this understanding and knowledge. First, the Internal Impact constitutes of the impacting factors: Dreams and Desires, Economic Realisation, and Past Experiences. Second, the External Impact constitutes of the impacting factors: The Guest’s Opinion, Family and Friend’s Expectations, and Other People’s Experiences. Third, the Impact of Service Vendors constitutes of the impacting factors: The Choice of Service Vendor, Reviews and Word of Mouth, and Customer Service. Finally, the Impact of Digital Usage constitutes of the impacting factors: The Choice of Digital Platforms, Offered Features, and Digital Functionalities. The findings were obtained from the semi-structured interviews and analysed based on Attride-Stirling’s (2001) thematic network analysis.
Understanding the factors impacting the wedding planning experience is valuable knowledge when creating a new online wedding planning experience, as the impacting factors give The Wedding Folder insight into how to go beyond offering a service and create an experience for the future brides to be. In addition, it was found that an understanding of the impacting factors can guide the new online wedding planning experience in the creation of online experience, as it both provides knowledge on brides expectations and perception towards wedding planning, indicates which elements and features that are considered essential when creating an online wedding planning experience, and how different digital functionalities affect the platform's users.
|Educations||MSocSc in Service Management, (Graduate Programme) Final Thesis|
|Number of pages||174|