Acceso usuarios
Melyssa-Anne Stricklin
We conducted an experiment to examine effects of different ways of structuring an event on quality of experience of participants. Video depictions of four versions of a tailgate event were distributed to a sample of 1,276 university students via the internet. Each video depiction represented one of the four conditions resulting from crossing customer service quality ("technical structuring techniques;" good vs. poor) with "experience industry" techniques that have been widely discussed in the tourism, event, leisure, and recreation literature ("artistic structuring techniques;" provided vs. not provided). The set of technical structuring techniques included reliability, assurance, tangibles, empathy, and responsiveness. The set of artistic structuring techniques included use of a clear and pervasive theme, personalization, inclusion of multisensory elements, and absence of negative cues. After viewing one of the four randomly assigned videos from a role-playing perspective, participants completed measures of perceived value of the event, delight, and depth of structured experience. Results indicated that each of the two factors (technical structuring techniques and artistic structuring techniques) increase quality of experience.
