N/A

1. Objectives -
1. To evaluate event quality using
service-mapping.
To evaluate event quality and visitor experience at
2. To analyse customer interaction
and participation using Pine and
Gilmore’s four realms of experiences.
3. To make recommendations on how
to improve visitor experiences.
Service mapping is a process that
allows you to fully understand an
event as it depicts intangible,
experiential elements alongside
tangibles. The service-mapping
technique was the main
experimental method, with primary
researchers completing a direct
observation checklist.
Using Pine and Gilmore’s model
will help to further analyse the on-site
experiences section of the
service map.
Photos were taken throughout the
visit to assist in the final analysis.
‘The Language Show Live’
Analysis
Analysis of results are displayed above
graphically in Figure 1.
Many visible staff contacts were
present, wearing Language Show Live
t-shirts which drew them out of the
crowd. Over all staff contact resulted in
positive visitor experience due to their
willingness to help and friendliness.
After hearing from an Upper Street
representative, it is clear that they knew
who attended the event and what they
wanted out of the event. This creates a
sense of involvement from attendees
and an increase in the quality
experienced. There was however slight
confusion whether the Language taster
lessons increased in difficulty.
References
Getz, D., O’Neill, M. and Carlsen, J.
(2001) Service Quality Evaluation at
Events through Service Mapping, Journal
of Travel Research. Vol. 39, p380-390.
SRDC (2009) Defining the four Es;
education, esthetics, escapism,
entertainment. Available at:
http://srdc.msstate.edu/ecommerce/curricu
la/exp_economy/module1_4.htm
Accessed: 16th November 2014.
Personal Information
Rebekah Marnell
ID number: 12021173
University email:
rem0348@londonmet.ac.u
k
Recommendations
Over all the event was successful in it’s
professional and educational delivery. Many
who attended seemed satisfied and fully
absorbed by what was on offer and their
surroundings.
The event product is unique each time it is
offered and so it should be brought to your
attention that Figure 1 is from the Saturday.
Saturday was very busy with professionals
aged 30+ but Sunday was quiet, almost as
if the show was finished. It might be
beneficial for Upper Street Events to
consider moving the event from Sunday to
the Thursday. If this is not plausible,
management should seek a strategy which
may entice higher attendance on the
Sunday; offering a key speaker for
example.
For service-mapping to be used to it’s full
advantage, it is recommended to combine
the inputs from management, staff and
visitors (Getz et al, 2001).
Walking from Earls Court, there were no signs
upon arrival of the controlled area until we were
directly outside. No directional signs for walking
around the main arena; two lifts were in use to
maximise visitor comfort moving between the
floors to seminars.
Understanding how customers interact and
participate can give indications on customer
involvement and quality they can get out the event.
Entertainment – demos and talks on language.
Educational – this is the theme throughout the
Language Show Live; young professionals looking
to start careers in Language, teachers gaining
insight in new methods, tasters in new language.
Esthetic – not much in terms of decoration.
Escapist – everyone in the room is in the same
profession, could network with each other and
creates a sense of belonging.
Using Pine and Gilmore’s model (SRDC, 2009),
the event is absorption and active participation and
this is done very well with many options for this to
be achieved by attendees.