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Dewi Jaimangal-Jones, Jonathan Fry and Claire Haven-Tang
The purpose of this paper is to explore the priorities of event organisers (EOs) and venue managers (VM) in terms of evaluation criteria and avenues for advancing the…
The purpose of this paper is to explore the priorities of event organisers (EOs) and venue managers (VM) in terms of evaluation criteria and avenues for advancing the development and implementation of banks of questions regarding customer satisfaction evaluation.
The results presented are based on a questionnaire distributed to a sample of EOs and VM which sought to identify their priorities with regard to customer satisfaction feedback.
The findings show that a significant proportion of respondents had never undertaken formal evaluation, citing time and resources as the key barriers. In addition, a wide range of satisfaction-related criteria were rated as important, with the most valued criteria often related to generalised areas, but failing to consider the motivations of individuals for event attendance, which also appears as a gap within evaluation literature. The research findings indicate that developing banks of evaluation questions is a complex task, due to the number of potential variables in terms of events and audiences.
In linking the priority areas identified by the respondents with evaluation literature and event attendee motivations, this paper proposes alternative ways of structuring and utilising banks of evaluation questions linked to attendee profiles and motivations. Its central premise is that evaluation of consumer satisfaction should be led by consumer motivations and expectations if it is to be viable, meaningful and aid future event development and enhancement. This raises many questions and avenues for future research, to progress the area of logistically feasible evaluation, which generates rich and meaningful data.
Dewi Jaimangal-Jones, Martin Robertson and Caroline Jackson
The purpose of this paper is to explore the issues surrounding the use of ethnography and participant observation in event studies. It considers the role and benefits of…
The purpose of this paper is to explore the issues surrounding the use of ethnography and participant observation in event studies. It considers the role and benefits of participant observation in terms of understanding event audiences and provides examples of the range of participant motivations and preferences such approaches can reveal and explore. As a methodological paper it focuses on the processes, challenges and benefits surrounding the utilisation of ethnographic methods within events research, with specific examples taken from an ethnographic study into contemporary dance music culture to contextualise the discussion.
Ethnography and participant observation are flexible research approaches characterised by varying levels of participation in and observation of different cultural groups and activities. This paper focuses specifically on participant observation revolving around field trips, focus groups, internet research and key informant interviews.
The challenges facing ethnographic researchers studying event audiences include identifying opportunities for observation and participation, identity negotiation for different research settings, their positioning on the participant observer spectrum, recruiting participants, recording data and the extent to which research takes an overt or covert approach, bearing in mind ethics and participant reactivity. It concludes that once these challenges are addressed, this multifaceted approach provides a valuable avenue for researchers exploring the range of socio-cultural forces at play surrounding event audiences and their experiences.
It advocates a shift from attempts to quantify audience motivations and experiences, to methods which seek to understand them more fully through focusing on the entirety of the event experience and the influence of surrounding cultural networks and discourses.