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Decision-Making Factors in Selecting Virtual Worlds for Events: Advocacy, Computer Efficacy, Perceived Risks, and Collaborative Benefits

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Virtual worlds present more options on how people can "meet," attracting corporations, nonprofits, and government entities to navigate these new worlds that demand computer skills yet offer benefits in reduced travel time, expenditures, and carbon footprints. This study utilized qualitative interviews with experienced hosts of social virtual-world events representing a variety of industries. Questions were designed to elicit responses about the decision-making process in selecting virtual worlds for meetings and events for business applications, as well as to discover opportunities and challenges in in-world collaborations. The research extends the technology acceptance model by examining use of technology beyond the individual's intention to the decision making of choosing technology—specifically virtual worlds—on behalf of an organization for attendees to use. Responses raised practical implications on the unique attributes and sense of presence in a 3D virtual world. This includes fantastic environments evoking fun, playfulness, and creativity, to limitations of the technological learning curve and risk factors, such as loss of control, privacy, and security. This study can be used as a basis for future research on Second life and other virtual worlds for business-to-business and business-to-consumer collaboration, particularly for the meetings, incentives, conventions, and exhibitions (MICE) industry. Findings also provide real-world considerations that are beneficial for meeting and event planners exploring virtual-world events or hybrid events.
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Document Type: Research Article

Publication date: 2012-12-01

More about this publication?
  • Event Management, an International Journal, intends to meet the research and analytic needs of a rapidly growing profession focused on events. This field has developed in size and impact globally to become a major business with numerous dedicated facilities, and a large-scale generator of tourism. The field encompasses meetings, conventions, festivals, expositions, sport and other special events. Event management is also of considerable importance to government agencies and not-for-profit organizations in a pursuit of a variety of goals, including fund-raising, the fostering of causes, and community development.
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