A multi-stakeholder approach: using visual methodologies for the investigation of intercultural exchange at cultural events

New and innovative approaches to event research are continually emerging as the field matures and new avenues for research are sought. Thus, developing a greater depth of understanding of event design and how it links to the overall event experience is an area which is becoming increasingly significant to the success of ‘planned events’. To this end, effective approaches to the measurement of the social impacts of the event experience on the attendees and other participants are required. Also required, however, are suitable methodologies with which to measure the social impacts arising from the event experience. One such social impact is intercultural exchange and communication, which is often cited, but rarely measured. Visual methodologies have been utilised in tourism and anthropological research but there is little evidence of their usage in event-related research. Arguably less effective when utilised singularly, if they are used in conjunction with other methods of inquiry, visual methods can add value and credibility to the research. Based on a case study of Llangollen International Musical Eisteddfod, this paper presents a framework for the investigation of intercultural exchange and communication at cultural events utilising stakeholder interviews, participant observation and visual methodologies. The use of participant-led photography to elicit responses and discussion of experiences facilitates a deeper understanding of the event experience through the assessment of real experiences of intercultural exchange. The paper also considers how such methodologies can be used to evaluate the extent of social impacts in the context of cultural events and guide event organisers as to how events can be developed and engineered to maximise their positive social impacts.