Participant observation at events: theory, practice and potential

Abstract

PurposeThe purpose of this paper is to review the techniques involved in participant observation and to assess the strengths and weaknesses of the method as related to event research.Design/methodology/approachA review of the literature examines applications of the research method and discusses the steps of the research cycle. Using the example of the Swell Sculpture Festival, participant observation is demonstrated to be a highly appropriate method to gather data on interactions and relationships through the recording of behaviour, conversation and experience in situ.FindingsParticipant observation has been used to inform the development of management strategies, including management of crowd behavior, public risk and safety.Research limitations/implicationsThe paper suggests that methods of participant observation can be used to gain a deeper understanding of social dynamics of audiences and the affective dimensions of their behaviour. It is suggested that the method is highly appropriate to the context of event environments, where the use of surveys can interrupt the flow of the event experience for audiences, or be made impossible by the structure of the event.Practical implicationsThe case study demonstrates the application of the methodology by event managers to gaining a better understanding of audience behaviour and expectations.Originality/valueThe methods of participant observation, as part of the broader qualitative research paradigm, are somewhat neglected by event researchers, despite their utility in other disciplines such as retail, education and tourism. This paper highlights the potential of the method for use in future studies of events and their audiences.

Exploring the Emotional Dimension of Visitors' Satisfaction at Cultural Events

“…was employed, a method considered to be particularly appropriate to the context of events for gaining a deeper understanding of audiences (Mackellar, 2013). Ethnographers attempt to understand social meanings in terms of what is meaningful to people and their behavior through observation, listening, and talking with them (Ciaran, 2007).…”

Festival space: gender, liminality and the carnivalesque

“…Dressed in attire themed around the iconic film Top Gun, the researcher became embedded in the festival landscape of masquerade, façade and playfulness. It is argued that a culture cannot be understood or learnt from the outside but instead must be examined from the inside (Pitney and Parker, 2009) Participant observation of this kind is viewed as valuable and appropriate to convey event experiences (MacKellar, 2013). The use of a camera in this environment was deemed natural and orthodox and therefore photo-taking was considered useful to the research.…”

The Application of Social Survey Methods in Analysing the Tourist Activity of Seniors

“…For this reason, such research is rarely conducted and so far has concerned the behaviour of tourists during their trips (Nalaskowski, 1999;Bowen, 2002;Blichfeldt, 2008;Balińska, Nowakowski, 2011) and less frequently during their participation in events (Mackellar, 2013).…”