As part of the “F5 Sitges Refreshing MICE” program and in partnership with the EMI – Event Management Institute, we promoted two research projects to further knowledge of the MICE sector. Psicothon, which took place last October 23rd and the “MICE Research Cell” that we will present for the first time during the IBTM, along with MPI and EMI, on December 2nd at 2.15 pm.
Five psychologists from the University of Barcelona, for four months, conducted research on the ELEMENTS THAT INTERVENE IN THE DECISION-MAKING PROCESS FOR CHOOSING A DESTINATION OR A VENUE, the destination and physical spaces as conditioning factors in communication at an event. The cell was organized by EMI and the University of Barcelona.
Events are complex face-to-face communication systems where all the elements that make up the medium must be in line to convey a specific message to a specific audience and persuade them of the desirability of certain behaviors. Within this sphere of action, the research carried out is based on the following question: How does the destination, its environment and the physical spaces or venues for events influence the attitudes and behaviors of their participants?
The results obtained are spectacular and affect aspects as diverse as distances, the natural or urban character of destinations, colors, smells, the perceived number of people, gastronomy or the shape of venues, to cite just a few examples.
For four months, the team of research psychologists reviewed the existing scientific literature applicable to face-to-face communication and events, obtaining results that can be of great help to event designers in their task of achieving persuasive, effective and profitable communication actions.
On December 2nd at 2:15 p.m. in the Knowledge Theater – CC 5.1 during IBTM at Fira de Barcelona, participate:
