基于参会者体验的会议场景量表开发与验证——以2015中国会展业未来领袖论坛为例
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摘要
在体验经济时代,作为活动管理知识体系(EMBOK)的重要内容,对会议场景的创意设计已成为会议组织者面临的重要任务之一。文章以服务场景、活动场景以及参会者体验等相关理论为基础,通过文献研究法提出了一个综合考虑无形氛围、有形环境、社会、社会象征以及目的地等多维度的会议场景框架,并以"2015中国会展业未来领袖论坛"的参会者在微信朋友圈发表的评论和分享的图片为数据来源,分别利用ROSTContentMining词频分析软件和Nvivo10.0质性研究软件进行网络文本分析和图片内容分析,对所提出的会议场景的维度及要素进行了检验。文章旨在试探性地开发一套会议场景设计的量表,这对未来的会议场景设计研究具有一定的理论价值及实践意义,也为会议组织者优化参会者体验提供了实施建议和解决方案。
Studies conducted by environmental psychologists on the transactions occurring between people and their physical settings have shown that changes in individuals' behaviors and experiences are aligned with changes in their environments. With the evolution of occupational roles and titles in event management evolve from party planner to event designer and architect, prevailing models developed by some influential scholars can serve as valuable tools for developing a new model for designing events.The application of the concept of"eventscape"enables the role of the environment in relation to the outcomes of events to be determined. Although the term"eventscape"has featured in previous studies, it usually refers to an urban precinct that has become the setting for different types of events and is used interchangeably with the notion of permanent festivalization. Developing an understanding of the operations of eventscapes will contribute to advancing research on the impacts and legacies of events, thereby enabling more effective management of event spaces by stakeholders to achieve desired outcomes. Accordingly, in the era of the experiential economy, creative designing of the conventionscape, aimed at optimizing attendees' experiences of an event, is a crucial component of the event management body of knowledge(EMBOK) that poses a key challenge for convention organizers.The terms"consumptionscape"and"experiencescape"have been used to describe the relationship between place and consumptive practices. However, another set of terms, namely"festivalscape"and"sportscape"are related most directly to the spatial settings of event experiences. For events such as marathons and cycling races that exhibit a dispersed pattern of spatial engagement, it becomes necessary to define an eventscape as the combination of settings that facilitate and add value to the event, ranging from sites that are modified to meet the needs of the event to physical structures and services accommodated to scenic backdrops that may be unaffected by the event.We developed this framework based on data obtained through after-event comments and pictures shared by participants of the Chinese Event Industry Future Leaders Forum of 2015 on their WeChat accounts. The authors conducted website text information analysis and picture content analysis using ROSTContentMining, a software program used to analyze word frequency, and the Nvivo10. 0 program, which is used in qualitative research, to test the dimensions and elements of the provided conventionscape scale. The paper attempted to provide theoretical and practical insights for future conventionscape research, offering suggestions and solutions that would enable convention organizers to design conventionscapes in ways that could improve attendees' experiences.
Studies conducted by environmental psychologists on the transactions occurring between people and their physical settings have shown that changes in individuals' behaviors and experiences are aligned with changes in their environments. With the evolution of occupational roles and titles in event management evolve from party planner to event designer and architect, prevailing models developed by some influential scholars can serve as valuable tools for developing a new model for designing events.The application of the concept of"eventscape"enables the role of the environment in relation to the outcomes of events to be determined. Although the term"eventscape"has featured in previous studies, it usually refers to an urban precinct that has become the setting for different types of events and is used interchangeably with the notion of permanent festivalization. Developing an understanding of the operations of eventscapes will contribute to advancing research on the impacts and legacies of events, thereby enabling more effective management of event spaces by stakeholders to achieve desired outcomes. Accordingly, in the era of the experiential economy, creative designing of the conventionscape, aimed at optimizing attendees' experiences of an event, is a crucial component of the event management body of knowledge(EMBOK) that poses a key challenge for convention organizers.The terms"consumptionscape"and"experiencescape"have been used to describe the relationship between place and consumptive practices. However, another set of terms, namely"festivalscape"and"sportscape"are related most directly to the spatial settings of event experiences. For events such as marathons and cycling races that exhibit a dispersed pattern of spatial engagement, it becomes necessary to define an eventscape as the combination of settings that facilitate and add value to the event, ranging from sites that are modified to meet the needs of the event to physical structures and services accommodated to scenic backdrops that may be unaffected by the event.We developed this framework based on data obtained through after-event comments and pictures shared by participants of the Chinese Event Industry Future Leaders Forum of 2015 on their WeChat accounts. The authors conducted website text information analysis and picture content analysis using ROSTContentMining, a software program used to analyze word frequency, and the Nvivo10. 0 program, which is used in qualitative research, to test the dimensions and elements of the provided conventionscape scale. The paper attempted to provide theoretical and practical insights for future conventionscape research, offering suggestions and solutions that would enable convention organizers to design conventionscapes in ways that could improve attendees' experiences.
引文
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[49]MORIN S, DUBE L, CHEBAT J. The role of pleasant music in servicescapes:A test of the dual model of environmental perception[J]. Journal of Retailing, 2007, 83(1):115-130.
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[51]MORRIN M, RATNESHWAR S. Does it make sense to use scents to enhance brand memory?[J]. Journal of Marketing Research, 2003, 40(1):10-25.
[52]JACOB C. Styles of background music and consumption in a bar:An empirical evaluation[J]. International Journal of Hospitality Management, 2006, 25(4):716-720.
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[2]GOFFMAN E. The presentation of self in everyday life[J].Three Penny Review, 1958, 21(3):655.
[3]GROVE S J, FISK R P, BITNER M J. Dramatizing the service experience:A managerial approach[J]. Advances in Services Marketing and Management, 1992, 1:91-121.
[4]HU H, JASPER C R. Social cues and their impact on store image[J]. International Journal of Retail and Distribution Management, 2006, 34(1):25–48.
[5]KUBACKI K, SKINNER H, PARFITT S, MOSS G. Comparing nightclub customers’ preferences in existing and emerging markets[J]. International Journal of Hospitality Management,2007, 26(4):957-973.
[6]KOTLER P. Atmospherics as a marketing tool[J]. Journal of Retailing, 1973, 49(4):48-64.
[7]GROVE S J, FISK R P. The dramaturgy of services exchange:An analytical framework for services marketing[M]//Berry L L,Shostack L G. Emerging Perspectiveson Services Marketing.Chicago:American Marketing Association, 1983:45-49.
[8]BITNER M J. Servicescapes:The impact of physical surroundings on customers and employees[J]. Journal of Marketing, 1992, 56(2):57-71.
[9]LUCAS A F. The determinants and effects of slot servicescape satisfaction in a Las Vegas hotel casino[J]. UNLV Gaming Research&Review Journal, 2003, 7(1):1-17.
[10]RYU K S, JANG S C S. The effect of environmental perceptions on behavioral intentions through emotions:The case of upscale restaurants[J]. Journal of Hospitality&Tourism Research, 2007, 31(1):56-72.
[11]HARRIS L C, EZEH C. Servicescape and loyalty intentions:An empirical investigation[J]. European Journal of Marketing,2008, 42(3/4):390-422.
[12]NEWMAN A J. Uncovering dimensionality in the servicescape:Towards legibility[J]. The Service Industries Journal, 2007, 27(1):15-28.
[13]HALL C M, TEPLER J, REDDY R. Coffee servicescapes:The design of cafe culture in New Zealand[M]//Jolliffe L. Coffee Culture, Destinations and Tourism. Bristol, UK:Channel View Publications, 2010:23-40.
[14]WAKEFIELD K L, BLODGETT J G, SLOAN H J. Measurement and management of the sportscape[J]. Journal of Sport Management, 1996, 10(1):15–31.
[15]SIU Y M, WAN P Y K, DONG P. The impact of the servicescape on the desire to stay in convention and exhibition centers:The case of Macao[J]. International Journal of Hospitality Management, 2012, 31(1):236-246.
[16]LEE Y K, LEE C K, LEE S K. Festivalscapes and patrons’emotions, satisfaction, and loyalty[J]. Journal of Business Research, 2008, 61(1):56-64.
[17]MASON M C, PAGGIARO A. Investigating the role of festivalscape in culinary tourism:The case of food and wine events[J]. Tourism Management, 2012, 33(6):1329–1336.
[18]BRUWER J, LESSCHAEVE I. Wine tourists’ destination region brand image perception and antecedents:Conceptualization of a winescape framework[J]. Journal of Travel&Tourism Marketing, 2012, 29(7):611-628.
[19]BAKER J, GREWAL D, PARASURAMAN A. The influence of store environment on quality inferences and store image[J].Journal of the Academy of Marketing Science, 1994, 22(4):328-339.
[20]TOMBS A G, MCCOLL-KENNEDY J R. Social-servicescape conceptual model[J]. Marketing Theory, 2003, 3(4):37-65.
[21]ROSENBAUM M S, MASSIAH C. An expanded servicescape perspective[J]. Journal of Service Management, 2011, 22(4):471-490.
[22]BROWN G, Lee I, KING K, SHIPWAY R. Eventscapes and the creation of event legacies[J]. Annals of Leisure Research, 2015,18(4):510-527.
[23]JAEGER K, MYKLETUN R J. The festivalscape of finnmark[J]. Scandinavian Journal of Hospitality and Tourism, 2009, 9(2–3):327-348.
[24]GETZ D. Event Management and Event Tourism[M]. New York:Cognizant Communication Corporation, 1997:334-336.
[25]YANG J, GU Y, CEN J. Festival tourists’emotion, perceived value, and behavioral intentions:A test of the moderating effect of festivalscape[J]. Journal of Convention&Event Tourism,2011, 12(1):25-44.
[26]GRATION D, ARCODIA C, RACITI M. The blended festivalscape and its sustainability at nonurban festivals[J].Event Management, 2011, 15(4):343-359.
[27]BRUWER J. Service quality perception and satisfaction:Buying behaviour prediction in an Australian festivalscape[J].International Journal of Tourism Research, 2014, 16(1):76-86.
[28]MASON M C, PAGGIARO A. Celebrating local products:The role of food events[J]. Journal of Foodservice Business Research, 2009, 12(4):364-383.
[29]KAWAKAMI T, YAMAGUCHI I, MIYAKE A. Investigating the role of the physical environment in hedonic service consumption:An exploratory study of sporting events[J].Journal of Business Research, 2002, 55(9):697-707.
[30]LIN I Y. Evaluating a servicescape:The effect of cognition and emotion.[J]. International Journal of Hospitality Management,2004, 23(2):163-178.
[31]HOOPER D, COUGHLAN J, MULLEN M R. The servicescape as an antecedent to service quality and behavioral intentions[J].Journal of Services Marketing, 2013, 27(4):271-280.
[32]MICHELA M, SARA P. Servicescape cues and customer behavior:A systematic literature review and research agenda[J].Service Industries Journal, 2013, 33(2):171-199.
[33]GULLIAM D A. Trade show boothscapes[J]. Journal of Marketing Management, 2015, 31(17-18):1-21.
[34]GUM J W, JUN J K. How to create a profitable boothscape?[J].International Journal of Contemporary Hospitality Management, 2017, 29(3):966-985.
[35]WAKEFIELD K L, SLOAN H J. The effects of team loyalty and selected stadium factors on spectator attendance[J]. Journal of Sport Management, 1995, 9(2):153-172.
[36]HILL B, GREEN B C. Repeat participation as a function of program attractiveness, socializing opportunities, loyalty and the sportscape across three sport facility contexts[J]. Sport Management Review, 2012, 15(4):485-499.
[37]LAMBRECHT K W, KAEFER F, RAMEBOFSKY S D.Sportscape factors influencing spectator attendance and satisfaction at a professional golf association tournament[J].Sport Marketing Quarterly, 2009, 18(3):165-172.
[38]WALLS A R, OKUMUS F, WANG Y, et al. An epistemological view of consumer experiences[J]. International Journal of Hospitality Management, 2011, 30(1):10-21.
[39]TURIEY L W, HOFFMAN K D. Atmospherics research:Where do we go from here?[M]//Proceedings of the 2002 Academy of Marketing Science(AMS)Annual Conference. Springer International Publishing, 2015:164-171.
[40]MORGAN M, LUGOSI P, RITCHIE B J R. The Tourism and Leisure Experience:Consumer and Managerial Perspectives[M].Bristol:Channel View, 2010:15-22.
[41]SCHMITT B H. Experiential marketing[J]. Journal of Marketing Management, 1999, 15(1):53-67.
[42]GEUS S D, RICHARDS G, TOEPOEL V. Conceptualisation and operationalisation of event and festival experiences:Creation of an event experience scale[J]. Scandinavian Journal of Hospitality and Tourism, 2016,(3):1-23.
[43]ANDERSSON T D, ARMBRECHT J. Use-value of music event experiences:A“Triple Ex”model explaining direct and indirect use-value of events[J]. Scandinavian Journal of Hospitality&Tourism, 2014, 14(3):255-274.
[44]ROBINSON S L, CALLAN J R. UK conference delegates’cognizance of the importance of venue selection attributes[J].Journal of Convention&Event Tourism, 2005, 7(1):77-95.
[45]KOTLER P. Atmospherics as a marketing tool[J]. Journal of Retailing, 1973,(4):48-64.
[46]WARD S. Chilly rooms anger people at conference, social events[J]. USA Today, 2008, 6(8):1-4.
[47]MATTILA A S, WIRTZ J. Congruency of scent and music as a driver of in-store evaluations and behavior[J]. Journal of Retailing, 2001, 77(2):273-289.
[48]ARENI C S, KIM D. The influence of background music on shopping behavior:Classical versus top forty music in a wine store[J]. Advances in Consumer Research, 1993, 20:336-340.
[49]MORIN S, DUBE L, CHEBAT J. The role of pleasant music in servicescapes:A test of the dual model of environmental perception[J]. Journal of Retailing, 2007, 83(1):115-130.
[50]LORIG T S, SCHWARTZ G E. Brain and odor:I. Alteration of human EEG by odor administration[J]. Psychobiology, 1988, 16(3), 281-284.
[51]MORRIN M, RATNESHWAR S. Does it make sense to use scents to enhance brand memory?[J]. Journal of Marketing Research, 2003, 40(1):10-25.
[52]JACOB C. Styles of background music and consumption in a bar:An empirical evaluation[J]. International Journal of Hospitality Management, 2006, 25(4):716-720.
[53]WARD P, DAVIES B J, KOOIJMAN D. Ambient smell and the retail environment:Relating olfaction research to consumer behavior[J]. Journal of Business and Management, 2003, 9(3):289-302.
[54]WANG Chunlei, WANG Xiang. A study on the impacts of boothscape design on trade show attendees’ behaviors[J].Tourism Forum, 2018,(1):1-17.[王春雷,汪祥.展台场景设计对展览会观众行为的影响研究[J].旅游论坛, 2018,(1):1-17.]
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