Transcript
Contents
Problem definition
Objectives of the research
Scope of the study
Methodology
Results analysis
Conclusion
Recommendations
Problem Definition Shift from the event management approach which prioritises
logistics and operations to the event design approach which
focuses on the audience first provides a rich, new field to be
explored (Brown and Hutton, 2013)
Lack of comprehensive analysis in literature on post-event testing
of the outcomes that were predicted (Barker, 2002)
Incomplete knowledge of the motivations, the behaviours and the
combination of attitudes that the audience brings to the event, and
how event design elements and techniques can be applied to
influence audience behaviour (Brown, 2013)
Objectives of the Research
To explore range of motivations that the audience brings to an
event
To establish how event design principles and practices are
influential to attendees’ experience
To review the range of customer satisfaction levels
Scope of the Study
This research was conducted to identify factors that impact the
experience of the audience at planned events and to outline a
strategy to manage tem effectively. Furthermore this study is to
explore events management as a professional field in greater
depths by means of analyzing the principles and practices
involved
Topics studied and discussed: Events Management, Impact of
Events, Events Design, Event Experience, Audience Motivation,
Event Satisfaction
Scope of the Study The target population for the study were visitors for a wide range of
planned events in Ireland. A suitable study respondent was defined as
any individual aged 18 years or older who did reside in Ireland.
Domestic as well as foreign visitors were included in the study. A
sample was split almost equally between males and females to obtain
representative result
A total of 117 questionnaires were distributed through personal
interviews that took place during July and August 2013 in Dublin
Methodology
This study adopted a deductive approach known as testing a
theory, in which the researcher develops a theory or
hypotheses and designs a research strategy to test the
formulated theory
Data collection method used for the research area is
quantitative which is concerned to the deductive approach
(Fisher, 2004)
The survey strategy was used to answer the research
question. A developed questionnaire helped to measure
influence of particular event design principles and techniques
over attendees’ experience
Results Analysis
Motivation types
Event design elements impacting audience
experience
Customer satisfaction levels
Results Analysis Motivation types
Results Analysis Event design elements impacting audience experience
Results Analysis Customer satisfaction levels
Conclusion Intrinsic motivations as entertainment, socializing, interest in event
topic and escape from personal pressures are dominating over
extrinsic motivations as earning rewards and influence or
expectations of others
Event design elements that visitors’ considered as the most
influential on their experience were the location and access to the
event venue and the entertainment at the event
It was also found that respondents who allocated high scores to
elements of event design, wow factor and “factors of successful
experience” were more likely to rate their overall experience as
‘excellent’
Recommendations From an event designer’s perspective, by appealing to the collective
needs of the community, and creating environments where visitors can
socialise or be entertained, event designers can monitor attendees’
satisfaction, and understanding their decision-making processes
Location and scheduling of events are design elements important to
visitors in terms of vast amount of time saved and used towards
enjoyment. These elements belong to the physical operations which are
the arrangements that management makes, or fails to make. They also
create experience directly controlled by the management
Recommendations The “entertainment” was also considered as the most
influential design element impacting audience experience; that
is, the vibe, the energy, the atmosphere, the sense of being able
to meet new and friendly people. Therefore selection and control
of suitable entertainment, programs and recreational activities
for the event project can deliver desired entertainment
experience and benefit the audience and organization
top related