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Event experience : a qualitative study on the impact of the Peak/End Rule in event experiences

Warnaars, S.G.F. (2009) Event experience : a qualitative study on the impact of the Peak/End Rule in event experiences.

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Abstract:Events engage at a personal level, and therefore form an important marketing tool. It is important to comprehend the way an event contributes to a personal experience. It is assumed that an event experience can be manipulated by the designing the program of the event. In this study it is researched whether the Peak/End rule can be extended to event experiences. The Peak/End rule describes the factors affecting a retrospective evaluation. The characteristics that influence the retrospective evaluation are peak, end, and trend characteristics. The trend characteristic is described by the velocity, segmentation of the trend, and the segment location when the trend is segmented. A qualitative research method was used to collect data from experts. 16 in-depth interviews were taken from experts, collecting 30 described event experiences. A distinction was made between the cases described from a visitors’ point of view (n=16) and cases described from an organizers’ point of view (n=14). Transcripts of the interviews were coded and analyzed. From the analysis of the transcripts a framework was constructed that describes the event experience of event visitor and event organizer. From the interviews it is concluded that not all the expected characteristics were retrieved from the cases. The peak intensity was indicated to exert a positive influence on the retrospective evaluation. Furthermore segmentation and segment location have an influence on the retrospective evaluation of event experiences. Future research is needed to prove the importance of trend, velocity, and end characteristics, as the results from the present study are inconclusive about the influence of these characteristics. From the results two other characteristics were found to have an important influence on the retrospective evaluation. The concept of flow and the sense of communitas are found back in the case descriptions. Future research needs to further study the impact of these two characteristics on the event experience
Item Type:Essay (Master)
Clients:
Mobile Monday Amsterdam
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/59594
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