This document outlines the contents, objectives, scope, methodology and results of a study on how event design impacts audience experience. The study used questionnaires to examine audience motivations, which design elements most influenced experience, and satisfaction levels. Intrinsic motivations like entertainment and socializing dominated. Location/access and entertainment were the most influential design elements. Respondents rating design elements and experience factors higher also rated their overall experience as excellent. The recommendations suggest appealing to community needs and monitoring satisfaction to understand decision-making, as well as focusing on location/scheduling and entertainment.

2. Contents
 Problem definition
 Objectives of the research
 Scope of the study
 Methodology
 Results analysis
 Conclusion
 Recommendations

3. Problem Definition
 Shift from the event management approach which
prioritises logistics and operations to the event design
approach which focuses on the audience first provides a rich,
new field to be explored (Brown and Hutton, 2013)
 Lack of comprehensive analysis in literature on post-event
testing of the outcomes that were predicted (Barker, 2002)
 Incomplete knowledge of the motivations, the behaviours
and the combination of attitudes that the audience brings to
the event, and how event design elements and techniques
can be applied to influence audience behaviour
(Brown, 2013)

4. Objectives of the Research
 To explore range of motivations that the audience brings and
event
 To establish how event design principles and practices are
influential to attendees’ experience
 To review the range of customer satisfaction levels

5. Scope of the Study
 This research was conducted to identify factors that
impact the experience of the audience at planned events
and to outline a strategy to manage tem effectively.
Furthermore this study is to explore events management as
a professional field in greater depths by means of analyzing
the principles and practices involved
 Topics studied and discussed: Events Management,
Impact of Events, Events Design, Event Experience,
Audience Motivation, Event Satisfaction

6. Scope of the Study
 The target population for the study were visitors for a wide
range of planned events in Ireland. A suitable study respondent
was defined as any individual aged 18 years or older who did
reside in Ireland. Domestic as well as foreign visitors were
included in the study. A sample was split almost equally
between males and females to obtain representative result
 A total of 117 questionnaires were distributed through personal
interviews that took place during July and August 2013 in Dublin

7. Methodology
 This study adopted a deductive approach known as
testing a theory, in which the researcher develops a
theory or hypotheses and designs a research strategy to
test the formulated theory
 Data collection method used for the research area is
quantitative which is concerned to the deductive
approach (Fisher, 2004)
 The survey strategy was used to answer the research
question. A developed questionnaire helped to measure
influence of particular event design principles and
techniques over attendees’ experience

8. Results Analysis
 Motivation types
 Event design elements impacting audience experience
 Customer satisfaction levels

9. Results Analysis
 Motivation types

10. Results Analysis
 Event design elements impacting audience experience

11. Results Analysis
 Customer satisfaction levels

12. Conclusion
 Intrinsic motivations as entertainment, socializing, interest in
event topic and escape from personal pressures are
dominating over extrinsic motivations as earning rewards and
influence or expectations of others
 Event design elements that visitors’ considered as the most
influential on their experience were the location and access
to the event venue and the entertainment at the event
 It was also found that respondents who allocated high
scores to elements of event design, wow factor and “factors
of successful experience” were more likely to rate their overall
experience as ‘excellent’

13. Recommendations
 From an event designer’s perspective, by appealing to the
collective needs of the community, and creating environments
where visitors can socialise or be entertained, event designers
can monitor attendees’ satisfaction, and understanding their
decision-making processes
 Location and scheduling of events are design elements
important to visitors in terms of vast amount of time saved and
used towards enjoyment. These elements belong to the physical
operations which are the arrangements that management
makes, or fails to make. They also create experience directly
controlled by the management

14. Recommendations
 The “entertainment” was also considered as the most
influential design element impacting audience
experience; that is, the vibe, the energy, the atmosphere,
the sense of being able to meet new and friendly people.
Therefore selection and control of suitable entertainment,
programs and recreational activities for the event project
can deliver desired entertainment experience and benefit
the audience and organization