The Immobility of Event Mobilities: A New Norm of Events or a Short-term Change in Dynamics?

Abstract

The event industry has undergone significant transformation due to the COVID-19 pandemic, shifting many events to web-based platforms. This paper examines the rise of hybrid events as a key post-pandemic format, highlighting their importance for inclusivity, accessibility, and economic resilience. Using a mixed-methods approach, the study investigates the dynamics of this shift, providing insights into the evolving norms of event management. Results indicate that hybrid events will play a crucial role in shaping the future of the event industry. By adopting this clearer conceptual framework, the study ensures that discussions of mobility, technological impacts, and stakeholder experiences are appropriately contextualized. This approach allows for a more meaningful exploration of how different event types respond to external challenges, contributing to a nuanced understanding of the evolving events landscape. During the COVID-19 pandemic crisis, most events turned from being held physically to being held virtually using web-based platforms. Some authors argue that the pandemic was not the only reason behind the rise of online events; but also the evolving geopolitical tensions around the world. This change in the event landscape was welcomed by many stakeholders while having an adverse effect on others. Therefore, this paper assessed how events transitioned from being primarily physical to increasingly virtual, leveraging web-based platforms. In addition, this research discussed the impact of this change in events dynamics on related stakeholders. Both qualitative and quantitative data collection methods were used. A total 60 questionnaire responses were collected, alongside three interviews conducted with experts in the field of events. Results revealed that the future of events will be hybrid events. In addition, technological advancements are the key component to support and sustain this paradigm shift. For the time-being hybrid events are the solution to avoid disruption in events as such method cater the needs and expectations of all users and business stakeholders.

Keywords

hybrid events event mobilities event dynamics virtual events

Get full access to this article

View all access options for this article.

References

Allied Market Research. (2023). Events industry market - global opportunity analysis and industry forecast. Retrieved Month dd, yyyy, from https://www.alliedmarketresearch.com / events-industry-market.

Atkinson

Mourato

Szymanski

, & Ozdemiroglu

(2008). Are we willing to pay enough to back the bid? Valuing the intangible impacts of London's bid to host the summer olympic games. Urban Studies, 45 (2), 419–444. https://doi.org/10.1080/00420980701707547

Bloomberg. (2021, April 17). How the pandemic revealed the power of live video. Retrieved from https://www.bloomberg.com/opinion/articles/2021-04-17/livestreaming-surged-during-the-pandemic.

Ceci

(2022, March 1). Live streaming - statistics & facts. Retrieved from Statista: https://www.statista.com/topics/8906/live-streaming/.

Chalkley

, & Essex

(1999). Urban development through hosting international events: A history of Olympic games. Planning Perspectives, 14 (4), 369–394. https://doi.org/10.1080/026654399364184

Creswell

J. W

. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). Thousand Oaks, CA: SAGE Publications.

Dolasinski

M. J.

Roberts

Reynolds

, & Johanson

(2020). Defining the field of events. Journal of Hospitality and Tourism Research, 44(4), 553–572. https://doi.org/10.1177/1096348020926544

European Festival Association. (2020). European Festival Association Report. Brussels: European Festival Aviation.

Fiocco

A. J.

Millett

D'Amico

Krieger

Sivashankar

Lee

S. H.

, & Lachman

(2021). Virtual tourism for older adults living in residential care: A mixed-methods study. PLOS ONE 16(6), e0252701. https://doi.org/10.1371/journal.pone.0252701

10.

Fisker

Kwiatkowski

, & Hjalager

(2021). The translocal fluidity of rural grassroots festivals in the network society. Social & Cultural Geography, 22 (2), 250–272. https://doi.org/10.1080/14649365.2021.1877795

11.

Hansen

T. T.

Pedersen

D. B.

, & Foley

(2020). Academic events: An empirically grounded typology and their academic impact. Event Management, 24 (4), 481–497. https://doi.org/10.3727/152599518X15385420778830

12.

Hjalager

A.-M.

, & Kwiatkowski

(2018). Entrepreneurial implications, prospects and dilemmas in rural festivals. Journal of Rural Studies, 63, 217–228. https://doi.org/10.1016/j.jrurstud.2018.01.008

13.

Hsieh

H.-F.

, & Shannon

S. E

. (2005). Three approaches to qualitative content analysis. Qualitative Health Research, 15(9), 1277–1288. https://doi.org/10.1177/1049732305276687

14.

Kavetsos

, & Szymanski

(2010). National well-being and international sports events. Journal of Economic Psychology, 31(2), 158–171. https://doi.org/10.1016/j.joep.2009.11.005

15.

Kloskowski

, & Kwiatkowski

(2021). Events and festivals in times of uncertainty. European Research Studies Journal, 24(2), 469–487. https://doi.org/10.35808/ersj/2487

16.

Kwiatkowski

(2016). Economic impact of event attendees’ spending on a host region: A review ofthe research. Event Management, 20 (4), 501–515. https://doi.org/10.3727/152599516X14685021502534

17.

Kwiatkowski

Oklevik

Hjalager

, & Maristuen

(2020). The assemblers of rural festivals: Organizers, visitors and locals. European Planning Studies, 28(2), 255–272. https://doi.org/10.1080/09654313.2019.1583914

18.

Mair

, & Smith

(2021). Events and sustainability: Why making events more sustainable is not enough. Journal of Sustainable Tourism, 29(11), 1739–1755. https://doi.org/10.1080/09669582.2021.1903010

19.

Michopoulou

Azara

, & Pappas

(2019). Events in a changing world: Introductory remarks. InI. Azara, & N. Pappas (Eds.), Events in a changing world (pp. 491–494). Cognizant Communication Corporation.

20.

Oriti

(2021). ECCE 2021: Expanding industry participation and connections: Organizing a hybrid format for unprecedented growth. IEEE Power Electronics Magazine, 8(3), 64–79. https://doi.org/10.1109/MPEL.2021.3096353

21.

Quinn

(2005). Arts festivals and the city. Urban Studies, 42 (5), 5–6. https://doi.org/10.1080/00420980500142697

22.

Richards

(2022, February 25). F1 could have faced driver boycott had Russian GP not been cancelled. The Guardian: https://www.theguardian.com/sport/2022/feb/25/russian-grand-prix-set-for-switch-turkey-after-ukraine-invasion-motor-sport-formula-one-f1.

23.

Richards

Brito

M. P.

, & Wilks

(2013). Exploring the social impacts of events. New York: Routledge.

24.

Rubinger

Gazendam

Ekhtiari

Nucci

Payne

Johal

Khanduja

, & Bhandari

(2020). Maximizing virtual meetings and conferences: a review ofbest practices. International Orthopaedics, 44 (8), 1461–1466. https://doi.org/10.1007/s00264-020-04615-9

25.

Sipley

(2021, March 4). The post COVID-19 future of virtual conferences. London School of Economics: Blog: Retrieved from https://blogs.lse.ac.uk/impactofsocialsciences/2021/03/04/the-post-covid-future-of-virtual-conferences/.

26.

Turco

(1995). Measuring the tax impacts of an international festival: Justification for government sponsorship. Festival Management and Event Tourism, 2(3), 191–195. https://doi.org/10.3727/106527095792232654

27.

Valenti

Fortuna

Barillari

Cannone

Valeria

, & Iavicoli

(2021, August 18). The future of scientific conferences in the era of the COVID-19 pandemic: Critical analysis and future perspectives. Industrial health, 59 (5), 334–339. https://doi.org/10.2486/indhealth.2021-0102