This document outlines a study on event design and the audience experience. It includes sections on the problem definition, research objectives, scope of the study, methodology, results analysis, conclusions, and recommendations. The study explored the motivations of event attendees, how design elements influence experience, and satisfaction levels. It found that intrinsic motivations like socializing were more important than extrinsic ones. Location/access and entertainment most influenced experience. Respondents rating design elements highly also rated experiences as excellent. The recommendations suggest addressing collective needs to monitor satisfaction and influence decision-making through location, scheduling, and suitable 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 the range of motivations that the audience brings to
an 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