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Research report proves that fun aids business

Study commissioned by Alton Towers Resort

New research released last week, undertaken by post-graduate business students at Sheffield Hallam University, has proven fun is a key influence for successful work related learning.
  The report, commissioned by Alton Towers Resort, brings together results from a survey of over 100 employees from small start-ups through to large, established organisations. The questions were chosen following a focus group, which identified key elements, factors and perceptions associated with work related learning.

In-line with Alton Towers Resort’s ‘Business with a Twist’ approach to conducting corporate events, the research investigated the concept that ‘fun improves learning’ by combining academic theories with organic research. The report highlights a clear connection between fun and corporate events. 57% of respondents said they would be able to concentrate more on the work based task or activity if there was an element of fun added.  

For event planners looking to increase the appeal of corporate events and for employers wanting to maximise the effect of their events by increasing delegate engagement, a combination of fun and serious learning offers a solution.  

Key findings from the 2014 Fun Improves Learning Report include:
• 52% of respondents find standard conferences boring, indicating they would be less receptive and engaged than the 60% of respondents that said they would be more interested in corporate events if there was an element of fun added to the learning process.
• Companies investing in work related training want to see positive results that will benefit the business. Interestingly, respondents wanted similar results from such activities with 55% hoping to improve their skills and 48% wanting to progress their leadership abilities and gain knowledge.
• Respondents also wanted to further their personal development and improve their working environment with 46% wanting to see significant self-improvement and gain practical experience and 51% looking to build new business relationships.

Rachael Cotton, head of trade and corporate sales at Alton Towers Resort explains: “Teaming up with Sheffield Hallam University has allowed us to produce a report that supports and proves adding an element of fun into a corporate event increases delegate engagement and the effectiveness of workplace education. We strongly encourage event planners to include an element of fun in their corporate event and we will continue to add new and innovative ways to our portfolio to enable this to be done successfully”.

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