Visitor engagement in events: Evidence from the ATLAS Event Monitoring Project (original) (raw)
Related papers
Greg Richards - Visitor engagement in events.docx
Increased interest in events is reflected in the explosive growth in event related research worldwide. Much of this research concentrates on different aspects of the visitor experience of events, such as satisfaction, perceptions of service quality and intention to return. However, much of this research is conducted on an ad-hoc, single event basis. Relatively little comparative research on different events has yet be conducted. In order to increase the comparative dimension of event research the ATLAS Event Monitoring research project was established in 2012. Using a standard base questionnaire, the survey is designed to generate comparable information on visitor experience from a range of different events. This paper reports on the initial findings of the project, covering a range of different events from Portugal and Finland. A range of different dimensions of the visitor experience are analysed, including the degree of participation, the generation of emotional energy (Collins, 2004), experiencing novelty and social cohesion. These initial results indicate that there are considerable differences in participant engagement according to the type and location of event. The paper discusses the main factors affecting involvement and the ways in which event organisers can increase levels of engagement.
Journal of Policy Research in Tourism, Leisure and Events , 2019
This paper applies the Event Experiences Scale (EES) to seven cultural events in different countries with the aim of identifying generic dimensions of event experience. Exploratory factor analysis indicated the presence of four experience dimensions: cognitive engagement, affective engagement, physical engagement and novelty. These broadly reflect the four dimensions found in the original EES study [de Geus, S., Richards, G., & Toepoel, V. (2016). Conceptualisation and operationalisation of event and festival experiences: Creation of an event experience scale. Scandinavian Journal of Hospitality and Tourism, 16(3), 274–296]. In the cultural events analysed here, the cognitive dimension is strongest, followed by affective engagement, novelty and finally physical engagement. The experience dimensions are shown to vary significantly between visitor groups (particularly in terms of age) and by event location or context. Analysis of social media use shows that experiences also vary significantly through the stages of the ‘event journey’, with affective engagement being particularly prominent during and after the event.
EXAMINING VISITORS' EVENT EXPERIENCE AT FESTIVALS AND SPECIAL EVENTS: PROPOSED FRAMEWORK
Festivals and special event has becoming an important feature in a tourist destination’s general tourism development and marketing plan. Many have realized the important benefits of staging festivals and special events. Nonetheless, events require special consideration conceptualizing and understanding the event outcome based on experiential perspective. Only from the experiential view, the event researchers and organizer are able to grab the holistic view of event outcome created by a festival or special event. Hence, this study attempts to take a step towards an improved understanding and examination on the broader picture created by the festivals and special events by considering the experiential approach. Moreover, the framework strives to not only focusing on the physical products and services but also take account of emotional and value aspects, and affects of social interactions which might be very important aspects in a celebration of a festival or special event. The primary objective of this paper is to present a conceptual framework based on experiential paradigm that able to systematically assess visitors’ personal event experiences in context of festival or special event. Specifically, the framework enables examination of relationships of several important variables in event settings namely, event features, social interactions, visitor’s event experience, visitor’s overall satisfaction, future intentions, and level of experience.
Experiences are becoming increasingly important in events and festivals, which are prime manifestations of the experience economy. However, research on event experiences has generally been concerned with economic impacts and visitor motivations (Gursoy, Kim, & Uysal, 2004). Few studies have attempted to operationalize and quantitatively analyze experiences, and there is no consensual definition regarding the essence of experiences (Walls, Okumus, Wang, & Kwun, 2011). This article develops an Event Experience Scale (EES), for event experiences. In this exploratory study the item generation and selection for this scale are presented in three phases: specifying the domain of construct and generation of items, item selection, and scale purification. An 18-item scale, comprised of 4 dimensions: affective engagement, cognitive engagement, physical engagement and experiencing newness, with satisfactory values for Cronbach’s alphas (.83, .86, .86, and .87), emerged. Implications for theoretical and practical research are discussed.
Event experiences: measurement and meaning
Journal of Policy Reserch in Tourism, Leisure and Events, 2020
This paper provides an introduction to Special Issue on ‘Event Experiences: Measurement and Meaning’. It reviews the research conducted by the ATLAS Event Group over the past decade, and highlights the interplay between qualititative and quantitative research on events during this period. Major research themes related to the event experience are analysed, including the social dimension of events, event design, visitor engagement, eventful cities and event networks and platforms. The different quantative and qualitative contributions to the issue are introduced and compared.
Event Experience Research Directions
A Research Agenda for Event Management, 2019
This chapter reviews the field of event experience research, identifying major trends and setting out research directions for the future. Experiences are often viewed as the core of events and are therefore a key concern for event management and design. Much research has therefore focussed on the way in which experiences are produced and consumed within events, which are often viewed as special setting outside of everyday life. Recent research has extended to the complete visitor journey, considering what happens before and after the event as well. Future directions for event experience research suggested here include the development of improved measurement tools, examining the linkages between different elements of the event experience, the co-creation of value through event experiences, the development of 'event careers' among visitors and the application of new technologies to event experience research.
Tourist’s rational and emotional engagement across events: a multi-event integration view
International Journal of Contemporary Hospitality Management, 2021
PurposeThe purpose of this study is to investigate and compare the role of communication, structural and intangible elements on both tourists’ rational and emotional engagement across five different types of events (nature, gastronomy, religion, theatre and music).Design/methodology/approachResponses from 1,528 tourists were obtained through a face to face questionnaire in five heterogeneous events in the Spanish region of Extremadura, a well-known cultural tourism destination. Linear regressions were used to evaluate focal constructs’ contribution (emotional and rational engagement, formal and informal communication and structural and non-structural elements) on tourists’ engagement across events.FindingsThe results revealed that tourist’s rational and emotional engagement depends on the type of event. Non-structural elements seem to be important for rational and emotional engagement for gastronomic and cultural events. Besides the impact of structural elements on rational engageme...
Event tourism: Definition, evolution, and research
Tourism management, 2008
This article reviews 'event tourism' as both professional practice and a field of academic study. The origins and evolution of research on event tourism are pinpointed through both chronological and thematic literature reviews. A conceptual model of the core phenomenon and key themes in event tourism studies is provided as a framework for spurring theoretical advancement, identifying research gaps, and assisting professional practice. Conclusions are in two parts: a discussion of implications for the practice of event management and tourism, and implications are drawn for advancing theory in event tourism. r
A measurement model of visitor's event experience within festivals and special events.
Festivals and special events are unique experiential products that able to produce ranges of sensations, imaginations, emotions and involvement within visitors. Hence, event organization are suggested to change their view events using a much more contemporary approach based on experiential concept. Moreover, an evaluation approach based on the experiential concept is useful for the event organization to measure achievement or effectiveness of the outcome of their events and further understand the nature of visitor experiences within festival and special event settings. The objective of the paper is to present a measurement model of visitor's event experience that might be valuable to measure the total outcome of the event from viewpoint of the visitors' personal event experiences. Five dimensions (or realms) of experiences namely, entertainment, educational, esthetic (sic), escapist, and festivity were suggested to engage visitors at events. Each realm is posited to intermingle with each other to form a visitor's unique, memorable and desirable personal event experience onsite of events.