Event Studies - Theory, research and policy for planned events

The book I have chosen to read for the Inno58 is Event Studies – Theory, research and policy for planned events by Donald Getz. I decided to read a book regarding event management, since this topic is directly related to our customer. After looking at possible editions at the library, I chose this book, because it seemed to be the best choice, as it is covering a wide range of the event business.

The book covers many aspects of event management, but I focused on the importance of service design and the quality of events. Since events are a kind of service and therefore intangible they can’t be measured as such in terms of quality as a product. How an event is perceived is strongly related to a person’s experience. Two people can experience the same event in a total different way.  

To assure that customers have a good experience at the event, the organizer can design the following:

• Setting (site and venue, layout and décor)
• Theme and program design
• Services (service blueprint)
• Consumables (food and beverage)

Furthermore sensory stimulation like for example lightning, color, sound and smell can affect the experiences at events.

Another important aspect of service quality is to create tangible evidence, since the customer can’ experience the service beforehand. One example of a tangible evidence is the staff appearance. According to the SERVQUAL theory the staff is supposed to show the following:

• Responsiveness
• Assurance
• Empathy
• Reliability

In the book were much information I already knew, since I had lectures on this topic back home, but it is well written and points out the aspects one should be truly aware of when planning events. Furthermore I am sure that my practical experience in the field of organizing trade fairs and congresses will be helpful for our work at Kunstenniemi.

- Anja -