Description:
<jats:p> Service mapping is described and illustrated in the context of evaluating and improving service quality at special events. Results of participant observation at the 1998 Margaret River Masters surfing event in Western Australia are combined with concurrent visitor survey data and direct observations to generate recommendations for improving its management. Conclusions are drawn on the utility and application of the service-mapping technique for events and on the nature of service quality at events. </jats:p>