EXPLORING THE EFFECT OF EVENT DESIGN AND THEMING ON ENHANCING ATTENDEES EXPERIENCE USING BOOMTOWN FAIR AS A CASE STUDY
Cardiff Metropolitan University
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This purpose of this study was to explore the importance of event design and theming on enhancing attendees’ experience and was based around the case study of Boomtown Fair. The research project contains an introduction, literature review, methodology, results analysis and discussion and a summary, conclusions and recommendations. The introduction provides background to the research project, a rationale on the study and includes the aims and objectives set by the researcher. The literature review provides critical analysis on the existing and relevant literature on event design, theme design and experience illustrated in a conceptual framework. The methodology chapter provides justification for the qualitative research method chosen and the use of secondary research. The results, analysis and discussion chapter will display the themes and patterns within the data collected and compare them to the relevant literature that already exists. The summary, conclusion and recommendations chapter reviews the key findings, limitations of the study and provides recommendations for future research and the industry. Primary data was collected by a series of qualitative semi-structured interviews; participants were selected by purposive and convenience sampling. Secondary data was collected by analysing Boomtown Fair’s website and books, the thematic analysis was then conducted to identify patterns and themes that arose within the data followed by an analysis and discussion of the findings relating to the relevant literature and conceptual framework. The research project revealed that the attendees’ experience was enhanced by theme design and other design elements that matched it, along with incorporation the four realms of experience. All these influenced the attendees’ to approach the overall environment and actively participate and co-create. It further highlighted the importance of event design and how it could gain competitive advantage; however the research questions the catering design element. From these results the researcher adapted the conceptual framework to Boomtown Fair to illustrate how event design and theming enhanced attendees’ experience.
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