Purpose: The purpose of this paper is to investigate the growing, and multifaceted, role for events within destination shopping centres. With particular focus upon The Gruffalo experience (GE)—a three week pop-up experiential children’s activation—the study offers insights and provides a...

Purpose: The purpose of this paper is to contribute to the theory concerning visitor motivations, consumer experience and behavioural intentions at rural events; more specifically, it focusses on agricultural shows, which have hitherto been neglected in the events management literature. These...