Abstract: This study attempts to bring forward the idea of extending the Drivers and Barriers Model. The modification of this model, result themes that emerged from the exploration in the greening process. The theoretical concept emphasized the role of drivers and barriers as predetermined to further process of greening an event. This study attempts to enlarge the scope from previous model in the context of two important themes. Interestingly, this exploration has used two methods of qualitative strategy namely active participative observation and semi-structure interview. Triangulation is used in ensuring the reliability of the information. Meanwhile peer review and interview protocols are two important strategies used in validating the result. Constant comparison method is used as technique in comparing the theme and revealing the most themes and this has rendered further exploration in testing the concept. Further exploration in testing the model is necessary to generalize other contexts of this industry.
Norol Hamiza Zamzuri, Khairil Wahidin Awang, Yuhanis Abdul Aziz and Zaiton Samdin, 2016. Modelling Sustainable Business Event: Extension of Drivers and Barriers Model. The Social Sciences, 11: 4368-4371.