Abstract:

This paper presents a pilot study that explores the concept of experiential learning through the lens of mystery shopping within the context of event management. In the summer of 2024, six volunteer students from the higher education field were recruited to attend various events anonymously and perform the role of mystery shoppers in five culture events organized in South Karelia, Finland. Their task was to review these events and provide comprehensive feedback, while also engaging in self-reflection about their learning throughout the process.

The primary objective of this initiative is to create a symbiotic relationship between education and industry by intertwining practical learning experiences with real-world event assessment. This approach is expected to enhance the students’ future skills and provide valuable insights to regional event organizers.

Despite the well-established benefits of mystery shopping as an evaluation method across various sectors, particularly in retail and hospitality, its potential as a tool for experiential learning has not been fully explored in tourism and hospitality research or in event management studies. This study aims to bridge this gap by demonstrating how mystery shopping can be leveraged as an effective experiential learning strategy in these fields.

The students were recruited through internal university channels and received compensation for their event entrance fees upon completing their evaluations. They used an online survey tool to submit their assessments, which included 28 questions —12 of which were open-ended. The survey form was filled out in three stages: before the event, in the event, and after the event.

The findings underscore the potential of the mystery shopping method both as a pedagogical tool and as a tool suitable for enhancing event development. An intriguing aspect highlighted in the results is its cross-industry applicability, with particular emphasis on themes relevant to one's own studies. The students reported gaining valuable insights into event planning and execution, customer service, and overall event quality. Their feedback provided event organizers with actionable recommendations for improving future events.

The paper further discusses the methodologies used in mystery shopping and how they can be adapted to meet the goals of the study and the specific characteristics of the business or event being assessed. It also presents an analysis of the feedback provided by the student mystery shoppers and reflects on the implications of their findings for the event management industry. The pilot study is a part of an EU-funded project, governed by LAB University of Applied Sciences.

Keywords:

Mystery shopping, experiential learning, event management, education, industry.