The Use of GUTS Ticketing

THE USE OF GUTS TICKETING
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Abstract
The identified social problem in the study is ticket booking. Black market traders along with
secondary markets are also inflating ticket prices for concert and festivals. Ticketing companies
are allegedly accused of having their employees buy tickets and resell them at an employee’s buy
tickets and resell them at exorbitant prices and it is thus affecting the event management
companies and artists those who are performing in large–scale events. The company seeks in
providing “Smart Ticketing” that completes the ticketing system in constantly change and thus
removing any sales through the black-market channel. The secondary ticketing market has been
under scrutiny in UK and another competitive market. As per the report of CMA it has been
identified that the report has highlighted the concerns that online secondary ticketing
marketplace are breaking and how to solve tge issue with GUTS ticketing system.
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1. Table of contents
1. Table of contents..........................................................................................................................2
2. INTRODUCTION.......................................................................................................................3
2.1 Defining the problem.............................................................................................................3
2.2 Facts and figures....................................................................................................................3
3. SOLUTION.................................................................................................................................5
4. CATWOE ANALYSIS...............................................................................................................5
4.1 CATWOE analysis..........................................................................................................5
4.1.1 Transformation process..............................................................................................6
4.1.2 Worldview..................................................................................................................6
4.1.3 Customers...................................................................................................................6
4.1.4 Actors..........................................................................................................................6
4.1.5 Owners........................................................................................................................7
4.1.6 Environmental constraints..........................................................................................7
4.2 System traps, solution and challenges...................................................................................7
5 UTAUT ANALYSIS..............................................................................................................8
5.1 Performance Expectancy.....................................................................................................8
5.2 Effort Expectancy............................................................................................................8
5.3 Social Influence...............................................................................................................9
5.4 ...........................................................................................................Facilitating conditions
.....................................................................................................................................................9
5.5 ..............................................................................................................Behavioral Intention
...................................................................................................................................................10
6 CONCLUSION...........................................................................................................................10
References......................................................................................................................................12
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2. INTRODUCTION
The use of internet are expanding in every domain of social aspects.People are using it for their
daily uses, it helps in creating a perfect platform for bringing products and services to customers.
Customers are ready to use the convenient technology. Online ticket booking is one of them.
From booking tickets for an event to booking tickets for a tour, most of the people depend on
internet. Events are considered as expensive operations, as a result event organizer establishing
costly subsidies along with artificial deals for maximizing revenues and to minimize risk. It
creates a problem in the total event management procedure, and people who are eager to buy
tickets for these events faces the most problems. The problem lies with the systems of event
organizers; they mainly restrict the ticket allocation in primary market, as a result the audience
faces problem to buy tickets. According to Ameyaw and Alfen(2018), as much of 90% of the
venues inventory is being withheld from sales in primary market. These tickets are operated
reserved for VIP’s their friends and family, along with corporate sponsors, or it is sold to
brokers, promoters. This creates a scarcity of ticket in secondary market. The event organizers
promote or sell the remaining ticket in the inventory market with high cost. It is also noticed that
certain percentage of with held tickets are often sold directly to authorize resellers through
sideline deals. The limit of supply in primary market further inflates the price secondary market.
Government of Australia has introduced BOTS ACT of 2016 and has tried to mitigate the issue;
however, legislation plays a weak role in solving this issue. The scarcity of event ticket for
normal audience is the problem identified in this particular area. This study focuses on the
identified problem and suggests ways to mitigate this trending social issue through the use of
GUTS Ticketing.
2.1 Defining the problem
The total process of ticket distribution by the organizers results in a “Vicious Cycle”. The event
organizers allocatea certain number of tickets in primary market in a so-called low price. The
brokers along with the scalpers receive an extracted rent, in order to resolve the financial risk in
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