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1. What is event management?
- The process of defining, planning, monitoring, controlling, and delivering to make
sure that the agreed benefits are realized
+ Planning and managing an event, activity, or logistics
+ Studying the intricacies of the brand
+ Identifying the target audience
+ Devising the event concept
+ Coordinating the technical aspects of an event.
Event management is the process by which events are defined, planned, monitored,
controlled, and delivered such that the agreed benefits are realized. Specifically, It is the
planning and management of an event or activity. It involves studying the intricacies of the
brand, identifying the target audience, devising the event concept, planning the logistics, and
coordinating the technical aspects before actually executing the moralities of the proposed
event.
- To understand the value of event management:
+ The fundamental nature of an event
+ The core characteristics of event management processes
+ The evaluation of a successful event
+ The roles, responsibilities, activities, and expertise required of an event
manager.
+ The performance of the context in an event.
To understand the value of event management, it is necessary to understand the fundamental
nature of an event, the core characteristics of event management processes, how success is
evaluated, the roles, responsibilities, and activities of an event manager, and the expertise
required; and the context in which events are performed.
- An event manager needs to have strong organizational skills, communication,
negotiation, budgeting, and creative skills.
Objectives of event management:
As well as an overall purpose any specific event must have its own set of objectives, these
must be clear and be set down in a way that will allow you to judge the success of the event
after completion.
+ Objectives should always be SMART.
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+ SPECIFIC to the particular event and particular aspects of it.
+ MEASURABLE expresses the objectives in numbers and quantities.
+ AGREED to make sure all team members know the objectives.
+ REALISTIC sets objectives the organizing team can realistically achieve.
+ TIMED set a timescale for the achievement of the objectives.
2. Dimensions of Quality for Events
A. Organizational and personnel quality
The dimension to measure the quality of an event is based on three aspects
including (1) philosophy and values, (2) management systems in place and
documented, (3) staff and volunteer competence.
- Philosophy and values (including a code of ethics; environmental and social
responsibility; consumer orientation; leadership; being a learning organization;
stakeholder participation)
- Management systems in place and documented: business and strategic planning; site
planning; organization and coordination; risk and security; health and safety; financial
controls; human resource management and specifically training; service quality;
marketing and communications; impact assessment and evaluation
- Staff and volunteer competence: evidence of training programs and professional
certification; performance evaluation
An example: From the “Phuket Sandbox”
- After 4 months: quarantine escapes, the high price of RT-PCR test, the inconvenience
of accommodation,...
- Applying the “One SOP, One System” process
+ Being able to travel freely in areas where activities are allowed => Following
the pandemic prevention guidelines and turning on the tracing app regularly.
+ Reducing the cost of the RT-PCR test by 50% => 4.000 Baht (121.5 USD)
+ Using rapid antigen test for 2nd and 3rd test.
For example, an example to make clear the organizational quality for giving health, safety,
and financial controls when traveling to Phuket during COVID-19 Pandemic
- After 4 months of applying “Phuket Sandbox”, there have been a lot of problems
including quarantine escapes, the high price of RT-PCR test, the inconvenience of
accommodation,... so the Tourism Authority of Thailand decided to complete the
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international welcome mechanism with the new process of "One SOP, One System"
(OSOS) to create convenience for guests and consistency in tourism models.
- In terms of the “One SOP, One System” process:
+ Instead of being isolated at the hotel or only traveling on a self-contained tour, visitors
will be able to travel freely in areas where activities are allowed. Visitors still have to
follow the pandemic prevention guidelines and turn on the tracing app regularly.
+ The cost of the RT-PCR test will be reduced by 50% and allows visitors to use rapid
antigen test (test kháng nguyên) for the 2nd and 3rd tests. => 4.000 Baht (121.5 USD)
B. Service and programme quality
- SERVQUAL model is a multi-dimensional research instrument designed to capture
consumer expectations and perceptions of a service along five dimensions that are
believed to represent service quality.
- 5 elements of service quality model:
+ Tangible: Appearance of physical facilities, equipment, personnel, and
communication materials
Ex: When coming to a conference, customers are impressed with the spacious
hall, the modern equipment, and the professional organizers.
+ Reliability: Ability to perform the promised service dependably and
accurately
Ex: Using conference and conference services are not only using food service
at the hotel, but it also includes many purposes such as commercial purposes,
prestige, self-expression.
+ Responsiveness: Willingness to help customers and provide prompt service
Ex: In the event of a service failure, the ability to quickly restore service can
create a positive perception of quality. The feature of the conference party is
that it takes place at a fast pace. Therefore, service staff must have a high
sense of responsibility to minimize mistakes made in the process of customers
using the service.
+ Assurance: Knowledge and courtesy of employees and their ability to convey
trust and confidence
Ex: In the event of a service failure, the ability to quickly restore service can
create a positive perception of quality. The feature of the conference party is
that it takes place at a fast pace => service staff must have a high sense of
responsibility to minimize mistakes made in the process of customers using
the service.
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+ Empathy: Caring, individualized attention the firm provides its customers
Ex: When conference guests have a specific need that they want to be
satisfied, the staff must understand that unique need and help the customer
satisfy their needs. In the process of providing services, the staff must be
polite, respect their needs and keep confidentiality if the customer wishes.
- To measure and evaluate the service quality
+ What was your overall level of satisfaction with this event?
+ How would you assess this event in terms of its tourist appeal and satisfaction
of visitor needs?
+ How would you rate this event’s artistic program in terms of cultural
authenticity and artistic merit?
+ Did it meet your expectations and requirements?
This dimension mainly introduces the SERVQUAL model. SERQUAL model is defined
that it is a multi-dimensional research instrument designed to capture consumer
expectations and perceptions of a service along five dimensions that are believed to
represent service quality. It has become the dominant measurement scale in the area of
service quality. To assess the level of service quality, the SERVQUAL model uses five
criteria including tangible, reliability, responsiveness, assurance, and empathy. In addition,
this dimension also illustrates some sample questions which are applied to measure and
evaluate such as what was your overall level of satisfaction with this event?”, How
would you assess this event in terms of its tourist appeal and satisfaction of visitor
needs?”, How would you rate this event’s artistic program in terms of cultural
authenticity and artistic merit?” and “did it meet your expectations and requirements?”.
C. Impacts
- Economic benefits => be measured and balanced about the benefit-cost
- The “Green” events => to create a step for the development of quality
assessment standards into a new milestone through the event.
It is believed that events have a significant impact on economic benefits, therefore the
appraisal of event quality should be carefully measured and balanced in terms of benefit-
cost. Particularly, it is recommended to build events to become “green” events to create a
step for the development of quality assessment standards into a new milestone through the
event.
3. The levels of perspectives towards the five aspects of SERVQUAL in some
articles
A. Sports service quality for event venues: evidence from Malaysia
- Participants: 240 users of sports venues in Malaysia
- Kind of event: sport events
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- Results: Service quality in sports event venues may comprise five important
dimensions: Peripheral, reliability, responsiveness, core, and value.
B. Service Quality Evaluation at Events through Service Mapping
- Participant: Observers and Visitors in the Margaret River, Western Australia
- Kind of event: Surfing event (sports event)
- Results: Reliability was accounted for 32%, responsiveness (22%), assurance (19%),
empathy (16%), and tangible (16%) of importance in the minds of customers
C. Linking event quality to economic impact: A study of quality, satisfaction, use-
value, and expenditure at a music festival
- Participants: 326 visitors in Sweden
- Kind of events: music festival
- Results:
+ Empathy comes out as the strongest loading dimension followed by
assurance, responsiveness, reliability, and tangibles.
+ This seems to hint at a preference for relational quality rather than functional
quality among festival visitors.
D. An adaptation of SERVQUAL for events evaluation: An environmental
sustainability Addon.
- Participants: 31 people including women and men in the Municipality of Vitoria in
Espírito Santo, in south-eastern Brazil.
- Kinds of event: an academic, a cultural/social event, a sporting event.
- Elements:
+ Environmental Sustainability: Consideration of efficient energy
consumption; consideration of efficient water consumption; consideration of
prevention and non-generation of waste, aiming to save natural resources and
contain waste; consideration in contracting suppliers (products/services),
taking into account their environmental responsibilities; communication via a
more sustainable medium that also considers the environmental education of
customers and employees, and provide means to reduce CO2 emissions.
- Results:
+ The high importance/high performance is tangibles, assurance, reliability, and
responsiveness.
+ The two remaining dimensions in the low importance/low performance are
empathy and environmental sustainability.
+ In specific, the proposed dimension of environmental sustainability is both not
yet regarded as important by customers, and also less well evaluated by them.
+ However, customers hold higher levels of expectations or perceptions about
the performance concerning the management of environmental sustainability
for sports events as compared to social/cultural and academic events.
(Environmental sustainability: sports events > social/ cultural and academic
events)
E. Service quality and Management of New Year Event 2020
- Participants: 58 local customers and 84 foreign customers in Sirius Hotel - a 4-star
hotel in Prishtina, the capital city of Kosovo.
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- Kind of event: New Year 2020
- Dimensions:
+ Responsiveness/ Empathy: The hotel management
The hotel is willing to answer questions of services to the customers that
would help the hotel managers to offer the best customer service and to
understand customers' specific needs for attracting more foreign
customers/tourists.
4. Survey results of the perspectives of students majoring in English Studies (the
High-Quality program) course 44 towards Event Quality
- Hypothesis:
+ Sports event: reliability, responsiveness, environmental sustainability
+ Music event: empathy
+ New year event: responsiveness, empathy
- Results:
+ Participants: 28 students of English studies (high-quality program) at CT
University
+ 85.7% of females (24 females)
+ 14.3 % of males (4 males)
+ Music event: the customers' rate that this event brings
-Tangibility: 16%
-Reliability: 20%
-Responsiveness: 34%
-Assurance: 6%
-Empathy: 24%
+ Sports event: the customer's rate that this event brings
- Tangibility: 20%
- Reliability: 32%
- Responsiveness: 40%
- Assurance: 8%
- Empathy: 0
+ New year’s event: the customers' rate that this event brings
- Tangibility: 20%
- Reliability: 22
- Responsiveness: 15%
- Assurance: 6%
- Empathy: 37%
- Comparison:
+ In music event: The results of the survey show that the most important
concern of customers is the Responsiveness element which accounts for 34%.
Because that the organizing committee arrange the musical performances
reasonably and the participants are supported by staff during the event. The
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second concern of customers is the Empathy element for 24%. While the
Assurance element is not guaranteed in music events because customers are
worried about the order, personal security, and loss of personal property. Thus,
the actual results are slightly different from the hypothesis when stating that
Empathy is the biggest concern of customers in the process of evaluating
service quality in Music events.
+ In sports events: Regarding the hypothesis, it is said that there are three
elements including Reliability, Responsiveness, and Environmental
sustainability that customers prioritize to select as criteria to evaluate quality
in this event. And the hypothesis is in line with the survey results with the rate
of 40% of Responsiveness satisfaction and Reliability is the second criterion
with 32% in the sports events. In particular, about the responsiveness
dimension, the participant receives first aid support for injuries when
participating in the event, and the organizing committee explains the rules for
participants before the competition and enthusiastically supports them during
the sports events. However, in terms of assurance problems, the participant
also feels anxious about personal property due to the lack of amount of
protection in the event.
+ New year’s event: There is a similar to the hypothesis. Empathy elements is
the element that customers are most concerned about with 37% when
evaluating the quality of events because customers are served food by
enthusiastic and professional staff when joining a new year event, while the
Assurance element is still unsatisfied with customers which accounts for 6%.
5. References
1. Sports service quality for event venues: evidence from Malaysia
https://www.emerald.com/insight/content/doi/10.1108/SBM-11-2010-0020/full/html
2. Service Quality Evaluation at Events through Service Mapping
https://scholar.google.com/scholar?hl=vi&as_sdt=0%2C5&q=service+quality+evaluation+at
+events+through+service+mapping&btnG=#d=gs_qabs&u=%23p%3DBT6IwnsC1LMJ
3. Linking event quality to economic impact: A study of quality, satisfaction, use value and
expenditure at a music festival
https://www.researchgate.net/publication/284206271_Linking_event_quality_to_economic_i
mpact_A_study_of_quality_satisfaction_use_value_and_expenditure_at_a_music_festival
Showing Page:
8/8
4. An adaptation of SERVQUAL for events evaluation: An environmental sustainability
Addon.
https://www.researchgate.net/publication/344763627_An_Adaptation_of_SERVQUAL_for_
Events_Evaluation_An_Environmental_Sustainability_Addon
5. Service quality and Management of New Year Event 2020
https://dj.univ-danubius.ro/index.php/AUDOE/article/view/347

Unformatted Attachment Preview

1. What is event management? - The process of defining, planning, monitoring, controlling, and delivering to make sure that the agreed benefits are realized + Planning and managing an event, activity, or logistics + Studying the intricacies of the brand + Identifying the target audience + Devising the event concept + Coordinating the technical aspects of an event. Event management is the process by which events are defined, planned, monitored, controlled, and delivered such that the agreed benefits are realized. Specifically, It is the planning and management of an event or activity. It involves studying the intricacies of the brand, identifying the target audience, devising the event concept, planning the logistics, and coordinating the technical aspects before actually executing the moralities of the proposed event. - To understand the value of event management: + The fundamental nature of an event + The core characteristics of event management processes + The evaluation of a successful event + The roles, responsibilities, activities, and expertise required of an event manager. + The performance of the context in an event. To understand the value of event management, it is necessary to understand the fundamental nature of an event, the core characteristics of event management processes, how success is evaluated, the roles, responsibilities, and activities of an event manager, and the expertise required; and the context in which events are performed. - An event manager needs to have strong organizational skills, communication, negotiation, budgeting, and creative skills. Objectives of event management: As well as an overall purpose any specific event must have its own set of objectives, these must be clear and be set down in a way that will allow you to judge the success of the event after completion. + Objectives should always be SMART. + SPECIFIC to the particular event and particular aspects of it. + MEASURABLE expresses the objectives in numbers and quantities. + AGREED to make sure all team members know the objectives. + REALISTIC sets objectives the organizing team can realistically achieve. + TIMED set a timescale for the achievement of the objectives. 2. Dimensions of Quality for Events A. Organizational and personnel quality The dimension to measure the quality of an event is based on three aspects including (1) philosophy and values, (2) management systems in place and documented, (3) staff and volunteer competence. - Philosophy and values (including a code of ethics; environmental and social responsibility; consumer orientation; leadership; being a learning organization; stakeholder participation) - Management systems in place and documented: business and strategic planning; site planning; organization and coordination; risk and security; health and safety; financial controls; human resource management and specifically training; service quality; marketing and communications; impact assessment and evaluation - Staff and volunteer competence: evidence of training programs and professional certification; performance evaluation An example: From the “Phuket Sandbox” - After 4 months: quarantine escapes, the high price of RT-PCR test, the inconvenience of accommodation,... - Applying the “One SOP, One System” process + Being able to travel freely in areas where activities are allowed => Following the pandemic prevention guidelines and turning on the tracing app regularly. + Reducing the cost of the RT-PCR test by 50% => 4.000 Baht (121.5 USD) + Using rapid antigen test for 2nd and 3rd test. For example, an example to make clear the organizational quality for giving health, safety, and financial controls when traveling to Phuket during COVID-19 Pandemic - After 4 months of applying “Phuket Sandbox”, there have been a lot of problems including quarantine escapes, the high price of RT-PCR test, the inconvenience of accommodation,... so the Tourism Authority of Thailand decided to complete the international welcome mechanism with the new process of "One SOP, One System" (OSOS) to create convenience for guests and consistency in tourism models. - In terms of the “One SOP, One System” process: + Instead of being isolated at the hotel or only traveling on a self-contained tour, visitors will be able to travel freely in areas where activities are allowed. Visitors still have to follow the pandemic prevention guidelines and turn on the tracing app regularly. + The cost of the RT-PCR test will be reduced by 50% and allows visitors to use rapid antigen test (test kháng nguyên) for the 2nd and 3rd tests. => 4.000 Baht (121.5 USD) - - B. Service and programme quality SERVQUAL model is a multi-dimensional research instrument designed to capture consumer expectations and perceptions of a service along five dimensions that are believed to represent service quality. 5 elements of service quality model: + Tangible: Appearance of physical facilities, equipment, personnel, and communication materials Ex: When coming to a conference, customers are impressed with the spacious hall, the modern equipment, and the professional organizers. + Reliability: Ability to perform the promised service dependably and accurately Ex: Using conference and conference services are not only using food service at the hotel, but it also includes many purposes such as commercial purposes, prestige, self-expression. + Responsiveness: Willingness to help customers and provide prompt service Ex: In the event of a service failure, the ability to quickly restore service can create a positive perception of quality. The feature of the conference party is that it takes place at a fast pace. Therefore, service staff must have a high sense of responsibility to minimize mistakes made in the process of customers using the service. + Assurance: Knowledge and courtesy of employees and their ability to convey trust and confidence Ex: In the event of a service failure, the ability to quickly restore service can create a positive perception of quality. The feature of the conference party is that it takes place at a fast pace => service staff must have a high sense of responsibility to minimize mistakes made in the process of customers using the service. + Empathy: Caring, individualized attention the firm provides its customers Ex: When conference guests have a specific need that they want to be satisfied, the staff must understand that unique need and help the customer satisfy their needs. In the process of providing services, the staff must be polite, respect their needs and keep confidentiality if the customer wishes. - To measure and evaluate the service quality + What was your overall level of satisfaction with this event? + How would you assess this event in terms of its tourist appeal and satisfaction of visitor needs? + How would you rate this event’s artistic program in terms of cultural authenticity and artistic merit? + Did it meet your expectations and requirements? This dimension mainly introduces the SERVQUAL model. SERQUAL model is defined that it is a multi-dimensional research instrument designed to capture consumer expectations and perceptions of a service along five dimensions that are believed to represent service quality. It has become the dominant measurement scale in the area of service quality. To assess the level of service quality, the SERVQUAL model uses five criteria including tangible, reliability, responsiveness, assurance, and empathy. In addition, this dimension also illustrates some sample questions which are applied to measure and evaluate such as “what was your overall level of satisfaction with this event?”, “How would you assess this event in terms of its tourist appeal and satisfaction of visitor needs?”, “How would you rate this event’s artistic program in terms of cultural authenticity and artistic merit?” and “did it meet your expectations and requirements?”. C. Impacts - Economic benefits => be measured and balanced about the benefit-cost - The “Green” events => to create a step for the development of quality assessment standards into a new milestone through the event. It is believed that events have a significant impact on economic benefits, therefore the appraisal of event quality should be carefully measured and balanced in terms of benefitcost. Particularly, it is recommended to build events to become “green” events to create a step for the development of quality assessment standards into a new milestone through the event. 3. The levels of perspectives towards the five aspects of SERVQUAL in some articles A. Sports service quality for event venues: evidence from Malaysia - Participants: 240 users of sports venues in Malaysia - Kind of event: sport events B. C. - D. - - E. - Results: Service quality in sports event venues may comprise five important dimensions: Peripheral, reliability, responsiveness, core, and value. Service Quality Evaluation at Events through Service Mapping Participant: Observers and Visitors in the Margaret River, Western Australia Kind of event: Surfing event (sports event) Results: Reliability was accounted for 32%, responsiveness (22%), assurance (19%), empathy (16%), and tangible (16%) of importance in the minds of customers Linking event quality to economic impact: A study of quality, satisfaction, usevalue, and expenditure at a music festival Participants: 326 visitors in Sweden Kind of events: music festival Results: + Empathy comes out as the strongest loading dimension followed by assurance, responsiveness, reliability, and tangibles. + This seems to hint at a preference for relational quality rather than functional quality among festival visitors. An adaptation of SERVQUAL for events evaluation: An environmental sustainability Addon. Participants: 31 people including women and men in the Municipality of Vitoria in Espírito Santo, in south-eastern Brazil. Kinds of event: an academic, a cultural/social event, a sporting event. Elements: + Environmental Sustainability: Consideration of efficient energy consumption; consideration of efficient water consumption; consideration of prevention and non-generation of waste, aiming to save natural resources and contain waste; consideration in contracting suppliers (products/services), taking into account their environmental responsibilities; communication via a more sustainable medium that also considers the environmental education of customers and employees, and provide means to reduce CO2 emissions. Results: + The high importance/high performance is tangibles, assurance, reliability, and responsiveness. + The two remaining dimensions in the low importance/low performance are empathy and environmental sustainability. + In specific, the proposed dimension of environmental sustainability is both not yet regarded as important by customers, and also less well evaluated by them. + However, customers hold higher levels of expectations or perceptions about the performance concerning the management of environmental sustainability for sports events as compared to social/cultural and academic events. (Environmental sustainability: sports events > social/ cultural and academic events) Service quality and Management of New Year Event 2020 Participants: 58 local customers and 84 foreign customers in Sirius Hotel - a 4-star hotel in Prishtina, the capital city of Kosovo. - Kind of event: New Year 2020 Dimensions: + Responsiveness/ Empathy: The hotel management The hotel is willing to answer questions of services to the customers that would help the hotel managers to offer the best customer service and to understand customers' specific needs for attracting more foreign customers/tourists. 4. Survey results of the perspectives of students majoring in English Studies (the High-Quality program) course 44 towards Event Quality - Hypothesis: + Sports event: reliability, responsiveness, environmental sustainability + Music event: empathy + New year event: responsiveness, empathy - Results: + Participants: 28 students of English studies (high-quality program) at CT University + 85.7% of females (24 females) + 14.3 % of males (4 males) + Music event: the customers' rate that this event brings -Tangibility: 16% -Reliability: 20% -Responsiveness: 34% -Assurance: 6% -Empathy: 24% + Sports event: the customer's rate that this event brings - Tangibility: 20% - Reliability: 32% - Responsiveness: 40% - Assurance: 8% - Empathy: 0 + New year’s event: the customers' rate that this event brings - Tangibility: 20% - Reliability: 22 - Responsiveness: 15% - Assurance: 6% - Empathy: 37% - Comparison: + In music event: The results of the survey show that the most important concern of customers is the Responsiveness element which accounts for 34%. Because that the organizing committee arrange the musical performances reasonably and the participants are supported by staff during the event. The second concern of customers is the Empathy element for 24%. While the Assurance element is not guaranteed in music events because customers are worried about the order, personal security, and loss of personal property. Thus, the actual results are slightly different from the hypothesis when stating that Empathy is the biggest concern of customers in the process of evaluating service quality in Music events. + In sports events: Regarding the hypothesis, it is said that there are three elements including Reliability, Responsiveness, and Environmental sustainability that customers prioritize to select as criteria to evaluate quality in this event. And the hypothesis is in line with the survey results with the rate of 40% of Responsiveness satisfaction and Reliability is the second criterion with 32% in the sports events. In particular, about the responsiveness dimension, the participant receives first aid support for injuries when participating in the event, and the organizing committee explains the rules for participants before the competition and enthusiastically supports them during the sports events. However, in terms of assurance problems, the participant also feels anxious about personal property due to the lack of amount of protection in the event. + New year’s event: There is a similar to the hypothesis. Empathy elements is the element that customers are most concerned about with 37% when evaluating the quality of events because customers are served food by enthusiastic and professional staff when joining a new year event, while the Assurance element is still unsatisfied with customers which accounts for 6%. 5. References 1. Sports service quality for event venues: evidence from Malaysia https://www.emerald.com/insight/content/doi/10.1108/SBM-11-2010-0020/full/html 2. Service Quality Evaluation at Events through Service Mapping https://scholar.google.com/scholar?hl=vi&as_sdt=0%2C5&q=service+quality+evaluation+at +events+through+service+mapping&btnG=#d=gs_qabs&u=%23p%3DBT6IwnsC1LMJ 3. Linking event quality to economic impact: A study of quality, satisfaction, use value and expenditure at a music festival https://www.researchgate.net/publication/284206271_Linking_event_quality_to_economic_i mpact_A_study_of_quality_satisfaction_use_value_and_expenditure_at_a_music_festival 4. An adaptation of SERVQUAL for events evaluation: An environmental sustainability Addon. https://www.researchgate.net/publication/344763627_An_Adaptation_of_SERVQUAL_for_ Events_Evaluation_An_Environmental_Sustainability_Addon 5. Service quality and Management of New Year Event 2020 https://dj.univ-danubius.ro/index.php/AUDOE/article/view/347 Name: Description: ...
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