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

and 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