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 the 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