
Together Alone: An Exploration of the Virtual Event Experience
After 50 years in development, virtual reality (VR) has now become commercially available to consumers. The events industry has started to adopt this transformational technology, by implementing it into live events or using it as an alternative method for providing event experiences.
However, little research attempts to compare real to virtual event experiences to understand perceived user benefits and drawbacks. Using Uses and Gratifications (UG) Theory, this study aims to understand the possible user benefits provided from virtual event experiences. A process was designed
that incorporated the viewing of a VR experience that was similar to an event previously attended by respondents. They were then interviewed and performed a product reaction card exercise to compare their experiences. Analysis of the data suggests that current 360 VR technology can be used
to extend the experiencescape but not replace live events. Respondents indicate that VR provides emotional gratifications that may build positive associations with event organizations and brands. However, VR in its current form does not provide the social and sensory gratifications of live
events. VR can therefore be used to deepen relationships with existing participants or encourage future participation at events.
Keywords: COCREATION; TOURISM; VIRTUAL COMMUNITAS; VIRTUAL REALITY (VR)
Document Type: Research Article
Publication date: September 18, 2019
- 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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