Topic- An Investigation into the flexibility of being a culturally bespoke wedding planner of south east of England .London and Kent
The proposed research work is designed to investigate a culturally bespoke wedding planner of South East of England London and Kent. A bespoke service indicates that every individual is unique and every celebration is different, so, people in South East of England tend to have unique experience. Due to the high economical standards, demands of the services in such customized wedding planning is rapidly increasing. So, as there is any particular economic barriers, wedding events in London and Kent is leaning towards innovation. Due to such growing demands of innovation and trends in wedding events, every couples prefer to incorporate something new in their events, which stabilizes the growth of the sector. The purpose of the proposed research is to examine the flexibility in culturally bespoke wedding planning among the selected South East of England, London and Kent.
It is certain that weddings have always been a significant as well as valuable celebration for people worldwide. According to the perspective of McGill (2017), wedding is considered as the celebration of a lifetime requiring intimate gathering of family and friends. On the other side, Widholm and Becker (2015) mentioned that romantic perspectives about the weddings has not always been the way it is. When delving into the investigation of culturally bespoke wedding planning events, the author of this study has mentioned that until the recent past, a number of civilization believed in the financial functions of a marriage over personal satisfaction. However, the thing have changed over decades, and with adoption of new trends, the concept of wedding has changed and people have become more reliant on bespoke wedding planning. The demands of bespoke is increasing rapidly in the European nations, especially in England, as bespoke wedding are offering rewarding career in the field of wedding management. According to Martin (2018), bespoke wedding work closely with the wedding venues as well as suppliers associates and the entire functions are integrated together to make the event effective. Nonetheless, the authors of this have mentioned about some particular responsibilities that Bespoke Wedding Planner should perform when managing the events such as liaising with the couples to let them select the most suitable wedding venue as well as wedding suppliers to fulfil budget requirements.
Even though, the culture of wedding in the European nations have adopted a standardized benchmark through the innovation and bespoke involvement, it is yet unclear that how bespoke wedding planners are winning the toll of England and Kent’s cultural wedding. The proposed research will help to learn the existing and future trends of culturally bespoke wedding planners, factors influencing culturally bespoke wedding planning and people’s perspectives towards such establishment.
The proposed study aims to investigate the flexibility and the factors of being culturally bespoke wedding planner of south east of England .London and Kent. Thereby, to meet the purpose, the study particularly highlights the potential factors required to be considered when becoming culturally bespoke wedding planner. The following are the potential objectives developed to fulfil the research aims.
H0- The existing wedding trends do not affect the perspectives of bespoke wedding planner
H1– The existing wedding trends affect the perspectives of bespoke wedding planner
A study performed by Carter and Duncan (2017), reveals the fact that Bespoke Weddings tend to deliver exciting as well as rewarding career for the individuals in wedding planning. According to the authors of this study, as there are several sections or supplementary services such as the business relationship with the Suppliers Association to deliver effective Platinum Wedding Services. Such trend of service helps the wedding couples to create “Dream Wedding” by managing all inclusive wedding programmes that combines the increasing standards with superb value. On the other side, Storry and Childs (2016) performed a study and mentioned that some wedding providers tend to pay attention to the development of “Within Reach” themed wedding packages as they believe that there could be some couples who tend to wish for a fancy wedding; however, cannot provide a “once in a lifetime investment”. The study also reveals the fact that wedding setups is customizable by the clients as well as this could be done by the wide-range theme choices which may fulfil the demands of the clients.
According to McGill (2017), the wedding appears as the most significant and conspicuous of few remaining rituals around the world, in which individuals manage and organize themselves in contemporary western nation. According to the author, the cultural weddings have become more prominent over the recent decades because brides and grooms in particular are trying to create their own unique, and personally created perfect day. Nonetheless, the importance of weddings seem to rest on the surface of earth. This is because although weddings remain as the public celebration of marriage, but the rate of marriage in the 21st century, England and other regions of UK are historically low with the increase of diverse and separation rate. An experimental study performed by Widholm and Becker (2015) indicates the fact that by 2014, the rates of marriage appears hardly a quarter of the post-war high in 1972, which is more than 40% of new marriage that are expected to cease in divorce. It is particularly derived from this study that the pursuit of individually distinctive weddings have appeared as a significant goal for couples in the contemporary western and European nations. Particularly, the authors have mentioned that in England, over 70% of the weddings have taken place where the rest occurred particularly in the religious institutions where the couples are usually centred on a standard marriage format (Pamment 2015). Rest of the events occur in most of municipal registry office. It is particularly identified that such distinctions can be achieved via different level of expenditure on weddings reception traditionally in the parental home.
On the contrary, Martin (2018) mentioned that themes weddings are occurring globally and it is contributing a big share particularly in the wedding market and the couples preferring a themed wedding which is supposed to increase and remains as the factor of financial challenge among the wedding couples. Since, 90’s thee weddings have become dissociated from the religions and then the event of marriage occurred itself. Nonetheless, it is worth mentioning that perspectives started to take over from marriage and such trends were created by some legislative changes. In the recent time, these new venues dominated and it accounts for over 60% of total weddings events occurred. Such has both followed and enabled the establishment of customized weddings in which distinguishing features have turned into a more significant elements than the luxury consumptions. Hence, Carey et al. (2018) argued that traditions have not been abandoned as the individuals tend to embark on a personalized searched for distinctiveness and most wedding remain structured around a given set as well as the timing of conventional practices and became remarkably similar.
As in the business, the wedding sector has experiejced some significant challenges that can be caused by the ever-changing behaviour of consumers towards the products. It is particularly identified that existing themed weddings is often treated as innovative concept and this could be a different centre of attention formed by the wedding planners and businesses in the sector worldwide. On the other side, McGill (2017) performed a study and mentioned about some social influences found in bespoke wedding planners that are treated as the core determinants of consumers’ behaviour. This happens because the consumers possess a tendency of going along with or dealing with the issues that are linked to decisions of buying. Hence, Torre and Silva (2016) also commented that social factor is associated with the consumer behaviour as it is natural for the customers to take suggestions or the opinions of other individuals of the society such as social class peers and officials. In this context, Halpenny (2016) commented that sociological influences remain in the form of an interpersonal factor which is greatly recognized as one of significant determinants of consumer buying behaviour. Nonetheless, Carey et al. (2018) commented social influences are not new to the weddings sector as most of the cases, the couples particularly brides-to-be, are consulting external parties to derive ideas and suggestion about how to enrich the context and design of the wedding celebration.
Conversely, McGill (2017) mentioned that cultural factor also plays a crucial role in wedding planning as there are multiple forms of wedding celebrations. This happens as people usually come from different cultural and ethnic backgrounds. The scholars have defined the fact that culture specifically pertains to group’ way of life, it is significant for them to allow and emphasize it on different occasions as many as possible. Here, cultural behaviour is usually reflected through the impulsive buying behaviour of the customers. This could further encompasses some particular characteristics such as the normative influence, emotional suppression and the postponement for instant gratification. Another study performed by Torre and Silva (2016) mentioned the fact that communicating to develop a transparent view on the relationship to customers’ buying behaviour, it can be considered that customers can be influenced by two different factors such as the regional level factors as swell as the factors of cultural differences but this is also known as one’s dependent and self-independent concept. Furthermore, when it is psychologically considered, Halpenny (2016) mention that to a greater extent, psychological aspects related to the concept that implies the consumers are used to the independence of choice with the products and services which they require from different alternatives.
This chapter of the study will present the types of research techniques that are considered to be used in the proposed study. The proposed study will include secondary data analysis; likewise, this chapter of the study will discuss how data will be collected and the research goals will be achieved with the chosen methods.
There are three different types of research philosophies including positivism, interpretivism and realism; however, positivism and interpretivism are the two fundamental approaches to research methods in the social science. According to Lewis (2015positivism tend to prefer scientific quantitative methods, while intepretivists prefer to humanistic qualitative techniques. More specially, it can be mentioned that positivist quantitative methods like survey, structured questionnaire as well as some official statistics as these include effective reliability (Smith 2015). On the other side, in interpretivism, the research findings are usually judged based on the criteria of meaning as well as casual adequacy. In the proposed study, interpretivism research philosophy will be selected.
The proposed study is required to find out what do bespoke planners consider current and future trends in England, London and Kent wedding. The study is required to consider the broad views of the individuals and planners; thereby, intelligible understanding of meaningful social actions in the context is highly required instead of paying unnecessary attention to the statistical modelling to generate quantifiable data. Thus, interpretivism research philosophy best suits the needs of proposed study.
There are three different types’ research methodologies such as descriptive study, exploratory and explanatory study (Ledford and Gast 2018). Descriptive research design helps to determine, describe and identify the context in a descriptive manner such why it should be that way or how it needs to be. On the other side, Panneerselvam (2014), exploratory study tends to provides angers to the existing answers but it does not provide a conclusive statement or answer. However, in the proposed study, descriptive research design will be selected, as in order to understand the perspective of bespoke in terms of present and future trends of wedding in European regions. The study should answer the flexibility of bespoke wedding planner in dynamic wedding trends.
Data collection methods are divided into two different categories namely primary and secondary data collection methods (Humphries 2017). Primary data collection technique is further categorized into two different sections namely quantitative and qualitative data collection method. However, in the proposed study, primary data collection method will not be used, as study is supposed to be performed on a broader context in terms of the perspectives of wedding trends and flexibility of bespoke wedding planner.
The secondary data is the data that has already been published and used by others in different contexts. Specially, the secondary data is usually published in books, journals, newspaper articles and other secondary sources. However, in the proposed study, secondary data will be collected from the case studies, journal articles, magazines and popular news articles of Harvard and BBC news.
First the collected data will be converted into meaningful format and then they will be presented with graphs and tables. In order to analyse the data, a thematic analysis method will be applied. A content analysis method will be used when linking the data with the findings found in the literature. When presenting the data, some noteworthy quotations from the data sources to imply the major themes. When forming the themes of analysis, a brief research aims and questions will be considered. Thereafter, the theme will be exemplified by linking the findings back to the literature. A solid reflection will be presented with respect to the quality and depth of the discussion. Eventually, at the eventual stage, outcome of the analysis and the data finding will be summarized and in the summary, research findings will be linked to the hypotheses and objectives.
The proposed study is limited to secondary analysis only. The study does not include a primary analysis; however, application of a primary data analysis would have increased the relevancy of the study to a greater scale. In addition, the journals selected for the review is limited to certain cases and cultural only. The study requires more papers with respect to cultural wedding planners and trends. Moreover, the inclusion of real world facts and findings would have provided an idea how bespoke consider the existing trends of cultural wedding in East England, London and Kent.
References
Carey, L., Cervellon, M.C., McColl, J., Stewart, A. and Yuen, Y.C.Y., 2018. Vintage Fashion: A Cross-Cultural Perspective. In Vintage Luxury Fashion (pp. 185-203). Palgrave Macmillan, Cham.
Carter, J. and Duncan, S., 2017. Wedding paradoxes: individualized conformity and the ‘perfect day’. The Sociological Review, 65(1), pp.3-20.
de la Torre, C.G. and Silva, J.A.V., 2016. My Perfect Wedding: How Mexican Consumers’ Decisions Are Influenced by Consumerism and Traditions. In Marketing Challenges in a Turbulent Business Environment (pp. 717-729). Springer, Cham.
Halpenny, E.A., 2016. Motivations for a destination wedding in Canada’s mountain parks. Mountain tourism: Experiences, communities, environments and sustainable futures, pp.44-57.
Humphries, B., 2017. Re-thinking social research: anti-discriminatory approaches in research methodology. Routledge.
Ledford, J.R. and Gast, D.L., 2018. Single case research methodology: Applications in special education and behavioral sciences. Routledge.
Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five approaches. Health promotion practice, 16(4), pp.473-475.
Martin, J., 2018. Something old, something new: the wedding spectacle across contemporary media cultures, Leicester, UK, University of Leicester, 16 September 2016.
McGill, M., 2017. Houston, Bride Ales and Penny Weddings: Recreations, Reciprocity, and Regions in Britain from the Sixteenth to the Nineteenth Century.
Pamment, J., 2015. Strategic Communication Campaigns at the Foreign and Commonwealth Office: Managing Mediatization During the Papal Visit, the Royal Wedding, and the Queen’s Visit to Ireland. International Journal of Strategic Communication, 9(2), pp.118-133.
Panneerselvam, R., 2014. Research methodology. PHI Learning Pvt. Ltd..
Smith, J.A. ed., 2015. Qualitative psychology: A practical guide to research methods. Sage.
Storry, M. and Childs, P. eds., 2016. British cultural identities. Taylor & Francis.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A guidebook and resource. John Wiley & Sons.
Widholm, A. and Becker, K., 2015. Celebrating with the celebrities: Television in public space during two royal weddings. Celebrity Studies, 6(1), pp.6-22.
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