This document evaluates the quality of an event using service mapping and Pine and Gilmore's four realms of experience framework. The author observed the event for 3 hours as a customer. Service mapping showed the process of service delivery and roles of customers and staff. Pine and Gilmore's model helped understand participation levels. The author found the event offered active absorption experiences as visitors learned from participating, indicating high quality. Recommendations include attracting more young people and improving the fairground aesthetics to enhance the experience.

1. Evaluating event quality and consumers participation
Objectives:
• Evaluate the event quality using the service-
mapping
• Study the customers experience and interaction
(Pine and Gilmore’s four realms of experience)
• Recommendations on how to make consumers’
experience and participation be higher
According to Bitner (1993), service mapping “visually
displays the service by simultaneously depicting the
process of service delivery, the roles of customers and
employees, and the visible elements of the service”
(p.362).
Pine and Gilmore’s model will help to understand the
level of participation and
approach
event
location
Enter
controlled
area
Vip
parking
Public
parking
walk
Shuffle
bus
Site
orientation
On-site
experiences Depart
Methodology and Analysis:
This study was analysed through participant
observation where I took part of the event as a
customer for 3 hours on a Sunday.
I focused on identifying the main elements;
• Necessary ations to enter, experience and depart.
• Staff and volunteers’ performance
• Tangible indication of services offerd
• Other visitors conclusions and crowd behaviour
• Knowledge of management systems and
operations
In order to test visitors participation and connection, I
decided to target on Pine and Gilmore’s four realms of
an experience, observing the type of experiences that
the Language Live show offered.
No signs
from Earls
Court
Entrance on
the middle of
the road
1200 parking
spaces on
site
Greeters
Helpful
volunteers
and workers
with tickets
No queues
Good
signposting
Improvable
decoration
Physical
evidence
Visible staff
contacts
Invisible
management
contacts
Olnine
booking
Marketing
Volunteer
recruitment
Talks
Classes
Workshops
Conclusions:
If we know how the visitors interact, we would be
able to measure the quality of the event.
From the point of view of participation, I consider
that overall, there is an active participation from
the customers towards the event. Even though I
found every type of experience through all the
show, from the point of view of the relation of
customers with the performance, I can say that it
offers active absorption experiences because
visitors absorbed them as a mental state ( they
learn from the participation). This result makes the
quality of the event be high, because the main
purpose of the visitors is to learn.
Recommendations:
I attended the event on a Sunday, which was more
relaxed than other days I would recommend Upper
Street Event to attract more young people, because as
it has an excellent quality, it can be a positive way to
concern young students to engage with language
learning.
Also, the stetic or design of the fairgrounds can
contribute to the improvement of the expectations
and experience.
References:
• Pine, I, & Gilmore, J 1998, 'WELCOME TO THE EXPERIENCE
ECONOMY', Harvard Business Review, 76, 4, pp. 97-10
• Getz, D., O’Neill, M., Carlsen, J., 2001. Service Quality Evaluation
at Events through Service Mapping. Journal of Travel Research
39, 380–390.
Cristina Muñoz
Recio