A Research Agenda for Event Management
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A Research Agenda for Event Management

Edited by John Armbrecht, Erik Lundberg and Tommy D. Andersson

This book explores and expands upon the core topics in the current academic debate within event management research. Emerging areas and innovative methodologies are organised into three themes: Events in Society, Event Consumers, and the Event Organization.
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Chapter 7: Event experience research directions

Greg Richards

Abstract

This chapter reviews the field of event experience research, identifying major trends and setting out research directions for the future. Experiences are often viewed as the core of events and are therefore a key concern for event management and design. Much research has therefore focused on the way in which experiences are produced and consumed within events, which are often viewed as a special setting outside of everyday life. Recent research has extended to the complete visitor journey, considering what happens before and after the event as well. Future directions for event experience research suggested here include the development of improved measurement tools, examining the linkages between different elements of the event experience, the co-creation of value through event experiences, the development of ‘event careers’ among visitors and the application of new technologies to event experience research.

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