Visitor Flows at a Large-Scale Cultural Event: GPS Tracking at Dutch Design Week

Abstract

Large-scale cultural events bring many economic, social, and cultural benefits to the hosting cities. Although event producers aim to satisfy the visitors’ needs, they do not usually receive feedback on visitors’ experiences. Moreover, lack of spatial dispersal of visitors might result in less visibility for some activities and locations. An understanding of visitors’ spatial and temporal behavior and the factors influencing visitors’ intra-event destination choices is key to efficient and successful event management and future planning. In this article, we examine the relationship between visitors’ spatial and temporal behavior, the spatial structure of the host city, and visitor characteristics. In order to do this, data are collected from 281 event visitors by means of GPS tracking and paper surveys at the Dutch Design Week (DDW) 2017 event in Eindhoven, the Netherlands. Data are used to understand the area of interest locations, visitor flows, visitor clusters and area of interest choices by applying data processing, network analysis, cluster analysis and bivariate analysis. The results show that one of the three dedicated event areas was considerably less popular by the DDW visitors. Moreover, the choice of intra-event destination locations and areas depended mainly on temporal constraints of the visitors. The findings of this study can inform future event planning and management policies in hosting cities.