The Evaluation of Visitor Experience at the Country Living Fair 2014
1. The Evaluation of Visitor Experience at the Country Living Fair 2014
Wiebke Redinger 13018309
London Metropolitan University
Introduction Objective 1.
There were three main objectives that were considered when visiting
the consumer show, the Country Living Fair 2014:
Objective 1.): To Identify how visitors observed and absorbed the
show thus how senses were stimulated by sound, sight, touch, smell
and taste.
Objective 2.): To consider the Pine and Gilmore Realms of Experience
(SRDC, 2009) and how: Education, Aesthetics, Escapism and
Entertainment come into place.
Objective 3.): To analyze how Upper Street Events seek to control and
manage the personal experience of the show.
Sound: Christmas music playing quietly in the background to enhance
the Christmas experience
Sight: The decorated stands and the Christmas decoration
Touch: touching and feeling the products during the buying decision
making process
Smell: The smell of oranges, cinnamon and candle scents
Taste: Stands offering tasters of unknown and products perhaps new
to the customer
The main method used was “observation” which was completed on a
Thursday, the 13th of November, described in the following three
objectives in more detail.
In order to reflect furthermore on the event itself, pictures were taken of:
specific stands, the signing of the event, food and beverage as well as
seating possibilities visitors, to name a few.
Objective 3.
RESULTS CONCLUSIONS
Overall, when reviewing the objectives it can be concluded that the
event was well organized and most visitors (which were observed to
be women ranging from the age of 30 and above) seemed very
satisfied and enjoyed the individual stands.
The fair was successful in creating a form of escapism. The visitors
had a feel of it already being winter and Christmas which, when
leaving the event and heading outside still seemed far away.
There seemed to be a healthy balance between all senses being used
to maximize the ability of escapism. Another balance was also used
amongst all of the 4 E’s by Pine and Gilmores Realms of Experience
(SRDC, 2009) in order to widen visitor experience.
It can be recommended, however as mentioned in objective three,
that the visitor flow in the Gallery bays at second level needs areas of
improvement in the future. This could potentially be improved by:
• Selling less tickets to control the space and “ease” the flow
• Changing the layout of the Gallery bays at second level
• Alternatively choosing a bigger venue
• Or providing the space with fewer stands
1.) SRDC (2009) Defining the 4Es: Education, Esthetics, Escapism, and
Entertainment. Available at: http://srdc.msstate.edu (Accessed: 18th
Nov 2014)
2.) Country Living Magazine, (12-16 nov 2016) Christmas Fair
London [Figure]. Available at: http://www.countrylivingfair.com
(Accessed: 17 Nov 2014)
The results of objective 1 show the importance and
affect a bodies five senses can have during visitor
experience and how a visitor will quickly judge by these
senses to decide whether an experience has been
negative or positive. Examples can include the music in
the background being too loud which would lead to a
negative experience. A positive experience could
however allude to a certain smell a visitor may associate
with a good memorable experience. Objective 2 helps
to involve and enhance customer experience and could
be closely related to objective 1 in terms of satisfying
visitors during an event whereas objective 3 focuses on
the external organizers who have the responsibility of
satisfying their target market. Upper Street Events was
able to manage and control the personal experience of
the show by using mediators and putting up signs for
directions and orientation.
REFERENCES
Education: The DFS lifestyle theatres (cooking, crafting and creating)
Esthetics: The Christmas decorations, the coziness and the warm lighting
Escapism: into Christmas; putting visitors into the mood and feeling of it being
Christmas already during the happening of the event
Entertainment: The large variety of stands to choose from
The Country Living Christmas Fair was spread across three spaces which lead to
visitors walking along Gallery Bays at second level. A corridor going all the way
around the gallery, provided with stairs facing towards the center of the building on
each side. This was practical because overcrowding was avoided as there were four
possibilities to access the center of the building in order for visitors to gain their
next experience of the event. It was also clever how on each of the four staircases,
food and beverages were set up which also decreased the risk of overcrowding at
one food and beverage spot. There seemed to be a balance between visitors dining
and visitors viewing stands.
Although the venue seemed well structured and organized, there was one con. The
Gallery bays at second level caused some issues once a stand became busy by
interested visitors that were forming a cluster in the midst of the corridor as other
visitors were simultaneously using the corridor to move along. This caused some
visitors to be annoyed as it was a challenge to get past. Not only was this a problem
for those wanting to move past but also for the stands because visitors felt
pressured by those pushing through and quickly lost interest .
Method:
Objective 2.
Cloakroom available for
convenience and comfort of
customer
Seating facilities were
used as a marketing tool;
subtle and clever Floor plan of Country Living Fair, 2014
![The Evaluation of Visitor Experience at the Country Living Fair 2014
Wiebke Redinger 13018309
London Metropolitan University
Introduction Objective 1.
There were three main objectives that were considered when visiting
the consumer show, the Country Living Fair 2014:
Objective 1.): To Identify how visitors observed and absorbed the
show thus how senses were stimulated by sound, sight, touch, smell
and taste.
Objective 2.): To consider the Pine and Gilmore Realms of Experience
(SRDC, 2009) and how: Education, Aesthetics, Escapism and
Entertainment come into place.
Objective 3.): To analyze how Upper Street Events seek to control and
manage the personal experience of the show.
Sound: Christmas music playing quietly in the background to enhance
the Christmas experience
Sight: The decorated stands and the Christmas decoration
Touch: touching and feeling the products during the buying decision
making process
Smell: The smell of oranges, cinnamon and candle scents
Taste: Stands offering tasters of unknown and products perhaps new
to the customer
The main method used was “observation” which was completed on a
Thursday, the 13th of November, described in the following three
objectives in more detail.
In order to reflect furthermore on the event itself, pictures were taken of:
specific stands, the signing of the event, food and beverage as well as
seating possibilities visitors, to name a few.
Objective 3.
RESULTS CONCLUSIONS
Overall, when reviewing the objectives it can be concluded that the
event was well organized and most visitors (which were observed to
be women ranging from the age of 30 and above) seemed very
satisfied and enjoyed the individual stands.
The fair was successful in creating a form of escapism. The visitors
had a feel of it already being winter and Christmas which, when
leaving the event and heading outside still seemed far away.
There seemed to be a healthy balance between all senses being used
to maximize the ability of escapism. Another balance was also used
amongst all of the 4 E’s by Pine and Gilmores Realms of Experience
(SRDC, 2009) in order to widen visitor experience.
It can be recommended, however as mentioned in objective three,
that the visitor flow in the Gallery bays at second level needs areas of
improvement in the future. This could potentially be improved by:
• Selling less tickets to control the space and “ease” the flow
• Changing the layout of the Gallery bays at second level
• Alternatively choosing a bigger venue
• Or providing the space with fewer stands
1.) SRDC (2009) Defining the 4Es: Education, Esthetics, Escapism, and
Entertainment. Available at: http://srdc.msstate.edu (Accessed: 18th
Nov 2014)
2.) Country Living Magazine, (12-16 nov 2016) Christmas Fair
London [Figure]. Available at: http://www.countrylivingfair.com
(Accessed: 17 Nov 2014)
The results of objective 1 show the importance and
affect a bodies five senses can have during visitor
experience and how a visitor will quickly judge by these
senses to decide whether an experience has been
negative or positive. Examples can include the music in
the background being too loud which would lead to a
negative experience. A positive experience could
however allude to a certain smell a visitor may associate
with a good memorable experience. Objective 2 helps
to involve and enhance customer experience and could
be closely related to objective 1 in terms of satisfying
visitors during an event whereas objective 3 focuses on
the external organizers who have the responsibility of
satisfying their target market. Upper Street Events was
able to manage and control the personal experience of
the show by using mediators and putting up signs for
directions and orientation.
REFERENCES
Education: The DFS lifestyle theatres (cooking, crafting and creating)
Esthetics: The Christmas decorations, the coziness and the warm lighting
Escapism: into Christmas; putting visitors into the mood and feeling of it being
Christmas already during the happening of the event
Entertainment: The large variety of stands to choose from
The Country Living Christmas Fair was spread across three spaces which lead to
visitors walking along Gallery Bays at second level. A corridor going all the way
around the gallery, provided with stairs facing towards the center of the building on
each side. This was practical because overcrowding was avoided as there were four
possibilities to access the center of the building in order for visitors to gain their
next experience of the event. It was also clever how on each of the four staircases,
food and beverages were set up which also decreased the risk of overcrowding at
one food and beverage spot. There seemed to be a balance between visitors dining
and visitors viewing stands.
Although the venue seemed well structured and organized, there was one con. The
Gallery bays at second level caused some issues once a stand became busy by
interested visitors that were forming a cluster in the midst of the corridor as other
visitors were simultaneously using the corridor to move along. This caused some
visitors to be annoyed as it was a challenge to get past. Not only was this a problem
for those wanting to move past but also for the stands because visitors felt
pressured by those pushing through and quickly lost interest .
Method:
Objective 2.
Cloakroom available for
convenience and comfort of
customer
Seating facilities were
used as a marketing tool;
subtle and clever Floor plan of Country Living Fair, 2014](https://image.slidesharecdn.com/presentation-141118070924-conversion-gate02/85/The-Evaluation-of-Visitor-Experience-at-the-Country-Living-Fair-2014-1-320.jpg)
