Professional Documents
Culture Documents
Real Time Evaluation
Real Time Evaluation
Real Time Evaluation
net/publication/263332870
CITATIONS READS
22 1,092
2 authors:
Some of the authors of this publication are also working on these related projects:
All content following this page was uploaded by Alison Hutton on 18 September 2014.
Abstract
Introduction
This paper explores recent technological and methodological developments in the
evaluátiõn of áudience behaviour at planned events and discusses the implications
for researchers in this field, particularly the advantages of evaluating in real time.
The paper argues that such evaluation provides a greater understanding of the
audiencè's phyiíological and psychological engagement with the experience leading to
44
45
cts a¡ound
attemPt to
and psychologrcally on audiences (Arbon'
rs found within each of the tbree domains
l;l
t'
I
l;
1t,,
!
í
46
le Ð.
Post-event (later)
At the event On exit of event
47
48
4¡trv v¡$-- -- ¡
gether with Partlcrpanl' observation'
of the
ilä'"mett*"tügicat evaluation
Environmental domain
Bio-medical domain
Psycho'social domain
Event site design
Age
Audience motivation MeteorologY
Gender
Audience behaviour Audience density
Arousal levels Light/sound levels
Audience satisfaction
PredisPositions
etc. Timdduration
etc.
etc.
Table Itr.
Event design Arbon (2004)
proximirY model Source: Brown, adapted from
event site - all compared and matched to the event's desþ, proglamme and setting - Audience
provides a much better picture of the environment within which the audience behaviour at
ãxperience takes place and the actual physiological response to that environment. The
than 200 different points of data at any given event and
planned events
IDS,S collects data more
combines a range of research methodologies to do so (see Table IV). It is a combination
of active data collection (involving the audience in the provision of the data) and
49
Event va¡iables Methodology
51
IJEFM The Adelaide SYmPhonY Orches
virtual performances via Second
4,1 musicians and at recent theatrical
BiJfuT,Tåtrgr*,ñ;.)ì
i:ffi,îåîï*T;ffi:ï:ifli:i:ïå
automated so that results are recorded
-
are collected and recorded and c¿n be
provides the oPPortunþ for event
nment and prograrnme in real time,
on improved audience satisfaction,
nd safety.
Conclusion
As logies ìnc-reases, the opportunity for
the hmethodologies to-more precisely
eva at events also increases' Further research
ãertainly needs to be undertaken to capture these new advances and
to inform
current being used and developed.
ã"d pìãíi¿ããrri¿ãn.. tot the measurement scales
(from January
}tt"?ãif out of ttre MaCOAA research or er the Australian summer
2103 onwards) at a range of outdoor mus
advancement of such technologies and
literature in a wide range of disciplines
festivals and events and mass gathering
that can inform this research.
Clearly, audiences engage with the experiences created and staged for them in Audience
many new and often unusual ways, but it is an understanding of the audience's
physiological and psychological engagement with the experience that will reveal behaviour at
insights into how events can be better designed and how event design principles and planned events
techniques can be applied to influence audience behaviour in real time, the event
designer is able to more successfully create and stage the event experience to meet
the aims and objectives of the event. The real-time capture and analysis of data of 53
audiences at events is likely to be a more effective means of developing an
understanding of the effects of event design techniques applied at planned events,
particularly from the event risk management perspective.
References
Arbon, P. (2004), "The development of conceptual models for mass-gatheringhealth", Prehnsþital
and Disaster Medicine,Yol.19 No. 3, pp.208-L2.
Bell, P., Greene, T,Fishe4 J. and Baum, A. (2001), Enuironmental Psychologt, Thomson
'Wadsworth,
Belrnonl CA.
Berridge, G. (200n, Eaent Design and Exþericnce, Butterworth-Heinemann, Oxford.
Berridge, G. (2012), "Designing event experiences", in Pagg S. and Con¡rell, J. (Eds),
Tlw Routlzdge Handbook of Eoents, Routledge, O¡ford, pp. 223-88.
desþ an Ausbalian perspectivd', Proceedings of 2nd Internatinnnt
BrowrL S. (2005), "Event -
Euent Management Body of Knowl¿dge Global Alignm¿nt Summit, Johannzsburg, pp. l50-b.
Brown, S. (2010), Euent Design - Creating and Staging the Euent Exþerience, Vol. 1, Visible
Management Adelaide, SA.
Brown, S. (2012a), "Event design', inGetz, D. (Ed), Eaent Studies: Thcory, Research and Poliry
for Plmned Euents, Chapler 7,2rrd ed., Routledge, OxÍord, p.222.
Brown, S. (2012b), "Creating and staging the event experience: a new paradigm for event
research", keynote address of the Global Events füngress { Stavange4 13-14 June.
Brown, S. andJames, J. (2004), 'Event design and management ritual sacrifice?", in Yeoman, I.,
Robedson, M., Ali-Ifuight, J., Drummond, S. and McMahon-Beattie, U. @ds), Fesfiual and
Euents Management: An Internati,onal Arts and Culture Persþectiue, Chapter 4, Elsevier
Butterworth-Heinemann, Oford, pp. 53-64.
Coreq S., Ward L. and Enns, I. QN ), Sensation and Perceþtion 6th ed., Wiley, Hoboken, NJ.
Gíkszentmihályi, M. (1990), Flout: The Psycholngy of Øtimal Erperience, Harper perennial,
New York, NY.
Duncar¡ H. (2009), '?re-event crorvd behaviour prediction system: a study within concert
environment", Journal of Crowd Safeþ and Security Management, Vol. 1 No. 2,
pp. 33-43.
EIIBOK (2005), "Event management body of knowledge: global alignment summit" , Proceed,ings
from EMBOK Imbizo 2005, 28-29 fuJy, krstitute of Event IVlanagemen! Johannesburg.
Gennep, A. (1960), Tltp Rites of Passage, University of Chicago Press, Chicago, IL.
Getz,D (2007a), Euent Studies: Theory, Research and Policy for Plnnn¿d Euents, Butterworth-
Heinemanr¡ Odord.
Getz, D. (2007b), "Event tourism: definition, evolution, and research", Tourism Management,
YoL29, pp, 4O3-28.
Getz, D. (2012a), Euent studi¿s: Theory, Research ond Policy for plnnned F.aents, 2nd, ed.,
Routledge, Odord.
I
Odord'
IIEFM Getz, D. Q0f2b), Tlw Routlzfue Handbook of Euents' Routledge'
future directions", Eaent Managempnt,Yol' t6
Gelz,D. (2012c),"Event studies: discourses and
i 4,1 No. 2, PP. 17187.
..Sp motivations and behavior'', in Ryan, C. (Ed)'
Getz. D. und ch.yn., J. (2002),
""-' î;'ìt;rití nipiru*ní¿' t'it cassell, London' pp' 137-55'
'Festival management studies: developing
Getz, D., Andersson, T. and Carlsen, J'
54 a framework and priorities for com and cross-culhlral researcn-" Internation'o'l
nautt and Festiaol Management' Vol' 1 No' 1' pp' 29-60'
Iown"t of
Glass, and lVlalloch
httP://marcs'
(accessed 28
Golden' CO'
Ham, S. (IVà2), Enuironmental Interþretation,FtlavtnPublishing'
(2012a),."Exploring culture: audience predispositions and
Hutton, 4., Brown, s. a¡d verdonh N.
.t.tån u"ãËn .'-È.ttuuiout'in a-mass gathering setting", Prehosþita)
consequent
Disaster Medicine, in Press'
p^ryçþoytal elements of
Hutton, A..,Zietz,K., Browrl S. and-A¡-bon,.P,ç91Ð, "Assessing !þq
----*.i,ã*¿. Vol. 26 No' 6, pp' 414-21'
áf i*é. gutft ti"Ñ , hehosþital'Disaster Medicine,
UWHO key considerations for mass
Hutto wn, S' (2012b),
ychosocial aspects of a mass gathering or planned
for research as they capture the understandings of young people in contemporary sociefy'
they
À component of this worÈ is examining the motivations of the crowd and what expectations
research is an opporhrnily to interpret young people's decisions
,nightï¡ng to an event. This
health and safety and Alison Hutton has published on a range of mass
urrã p¡o.iti.. of
gu*t˿ne. including World Youth Day and
')' She is
President and Youth Advocate on the Associat Care and