Document Type
Research Paper
Abstract
Wedding and event planning is a growing part of the hospitality industry in the United States. It brings in more than five billion dollars each year and supports thousands of small business owners. Even so, independent planners do not get much attention in academic research. Most studies on small businesses do not focus on the specific problems that event planners face. This paper looks at those challenges and what helps planners succeed. The research method used is a review of existing literature on topics like cash flow, seasonal businesses, vendor relationships, and social media marketing. The main finding is that how well a planner manages money matters more than how creative or skilled at marketing they are. Networking, social media, and strong vendor relationships also play an important role. This paper ends with suggestions for business owners, educators, and future researchers who want to learn more about this field.
Repository Citation
Castanon, Madeleine, "Navigating the Market: Challenges and Success Factors for Independent Wedding and Event Planning Businesses in the United States" (2026). Hospitality Student Publications. 2.
https://scholarsarchive.jwu.edu/coh_stud/2
