Purpose – The purpose of this paper is to explore recent technological and methodological developments in the evaluation of audience behaviour at planned events and discuss the implications for researchers in this field, particularly the advantages of evaluating in real‐time. The creation...

Purpose – The purpose of this paper is to define event evaluation, develop a conceptual model of its process and elements, review pertinent literature, and draw conclusions pertaining both to the discourse on evaluation and its praxis. Design/methodology/approach – General review of...