Language Show Live poster
1
References Conclusions and recommendations This research focus on the stands of the Language Show Live and, in particular, it aims to evaluate the factors that maximise participants visitation to a stand. In order to do so three objectives have been set: 1. Analyse exhibitor behaviour and its effect on visitors 2. Evaluate the design elements that contribute to make a stand successful in terms of attracting participants 3. Assess the impact of stand location in relation to visitation Method Knowing the importance of the exhibitors for both the event and participants, this research could help improving stands performance and, therefore, increase visitors level of satisfaction. Introduction Methodology Results Stands observed: • Category 1 “Learning a language” • Category 2 “Job seeker” Objective 1, exhibitors behavior: • importance of front/back areas which need to be understood by exhibitors (Grove and Fisk, 1992) • importance of engaging with customers (Pine and Gilmore ,1999) • exhibitors need to be trained Objective 2, stand design: • colours • use of the stand space • consistency If well managed these factors can change the perception of participants in relation to the quality of the service delivered (Grove and Fisk, 1992) Objective 3, stand location and participant circulation: • stand location can affect its visibility. Category 1 busier than 2, perhaps due to the adjacency with Piazza • attendees choice behaviour can be predict by the “general value principle” (Bitgood 2006). Visitors at the stands Instituto Camoes Co-destructive exhibitors behaviour (Ple’ and Caceres, 2010). They were engaged in conversation among themselves when participants walked into the stand which resulted to them making no effort with approaching potential customers. Also the space in the stand was poorly used, only one small table located far from the information material. Travel Ltd A solid connection between the stand, the exhibitors and the products displayed was easy to be perceived. The attention of a lot of attendees that were walking by the stand, seemed to be caught by the food and the friendly exhibitors who managed to create a positive atmosphere. Mulitingualvacancies.com The exhibitor was busy on her phone and, like in the Instituto Cameo, this behaviour can be considered as co- destructive. This might have deterred participants from engaging with her. The What makes a stand attractive to visitors? This research is characterised by an interpretivist approach as the data collected have been subjectively interpreted (Fox et al., 2014). A non-participant observation was conducted in order to gather both quantitative (No. of people that approached the stands and collected a brochure) and qualitative (participant face expressions and atmosphere) data. A convenience sample of four stands was selected and examined on Friday 17 October from 4 to 6 o’clock, snap shot. Due to the sample and time frame Barbara Cerutti [email protected] 436- Institute Francais 418- Instituto Camoes – Portuguese Language CZ11- PGL Travel Ltd CZ21- Multingualvacancies.co m Ltd category Institute Francais This was the most visited stand. The exhibitors were really professional and always engaged with participants. Perhaps at a certain time it became too busy, yet the overcrowding invited more visitor curiosity (Bitgood, Bitgood, S. (2006), An Analysis of Visitor Circulation: Movement Patterns and the General Value Principle Fox, D., Gouthro, M., Morakabati, Y. and Brackstone, J. (2014) Doing Events Research From theory to practice Grove, S and Fisk, R. (1992), The Service Experience as Theater. Advances in Consumer Research, Vol. 19 pp. 455-460 Pine, I and Gilmore, J. (1998) Welcome to the Experience Economy, Harvard Business Review, 74(4) pp. 97=105 Ple’, L. and Caceres, R. (2010) Not always co-creation: introducing interactional co-destruction of value in service- dominant logic, Journal of Service Marketing, Vol. 24(6)
-
Upload
barbaracerutti -
Category
Education
-
view
36 -
download
2
Transcript of Language Show Live poster
References
Conclusions and recommendations
This research focus on the stands of the Language Show Live and, in particular, it aims to evaluate the factors that maximise participants visitation to a stand.In order to do so three objectives have been set:
1. Analyse exhibitor behaviour and its effect on visitors
2. Evaluate the design elements that contribute to make a stand successful in terms of attracting participants
3. Assess the impact of stand location in relation to visitation Method
Knowing the importance of the exhibitors for both the event and participants, this research could help improving stands performance and, therefore, increase visitors level of satisfaction.
Introduction
Methodology
Results
Stands observed:
• Category 1 “Learning a language”
• Category 2 “Job seeker”
Objective 1, exhibitors behavior:• importance of front/back areas which need to be understood by exhibitors (Grove and Fisk, 1992)• importance of engaging with customers (Pine and Gilmore ,1999)• exhibitors need to be trained
Objective 2, stand design:• colours • use of the stand space• consistencyIf well managed these factors can change the perception of participants in relation to the quality of the service delivered (Grove and Fisk, 1992)
Objective 3, stand location and participant circulation:• stand location can affect its visibility. Category 1 busier than 2, perhaps due to the adjacency with Piazza• attendees choice behaviour can be predict by the “general value principle” (Bitgood 2006).
Visitors at the stands
Instituto Camoes Co-destructive exhibitors behaviour (Ple’ and Caceres, 2010). They were engaged in conversation among themselves when participants walked into the stand which resulted to them making no effort with approaching potential customers.Also the space in the stand was poorly used, only one small table located far from the information material.
Travel LtdA solid connection between the stand, the exhibitors and the products displayed was easy to be perceived. The attention of a lot of attendees that were walking by the stand, seemed to be caught by the food and the friendly exhibitors who managed to create a positive atmosphere.
Mulitingualvacancies.comThe exhibitor was busy on her phone and, like in the Instituto Cameo, this behaviour can be considered as co-destructive. This might have deterred participants from engaging with her. The stand design was really poor which gave visitors little incentive to come and visit it.
What makes a stand attractive to visitors?
This research is characterised by an interpretivist approach as the data collected have been subjectively interpreted (Fox et al., 2014).
A non-participant observation was conducted in order to gather both quantitative (No. of people that approached the stands and collected a brochure) and qualitative (participant face expressions and atmosphere) data.
A convenience sample of four stands was selected and examined on Friday 17 October from 4 to 6 o’clock, snap shot.
Due to the sample and time frame adopted generalisation from this research is not possible.
Barbara [email protected]
436- Institute Francais 418- Instituto Camoes – Portuguese Language
CZ11- PGL Travel Ltd CZ21- Multingualvacancies.com Ltd category
Institute FrancaisThis was the most visited stand. The exhibitors were really professional and always engaged with participants. Perhaps at a certain time it became too busy, yet the overcrowding invited more visitor curiosity (Bitgood, 2006).
Bitgood, S. (2006), An Analysis of Visitor Circulation: Movement Patterns and the General Value Principle Fox, D., Gouthro, M., Morakabati, Y. and Brackstone, J. (2014) Doing Events Research From theory to practice Grove, S and Fisk, R. (1992), The Service Experience as Theater. Advances in Consumer Research, Vol. 19 pp. 455-460 Pine, I and Gilmore, J. (1998) Welcome to the Experience Economy, Harvard Business Review, 74(4) pp. 97=105
Ple’, L. and Caceres, R. (2010) Not always co-creation: introducing interactional co-destruction of value in service-dominant logic, Journal of Service Marketing, Vol. 24(6)
