Towards Transformative Event Experiences: State of the Art and Future Research

This research note reviews and discusses the state-of-the-art research on event experiences. Through an in-depth literature review, the study bridges events research and experience design to zoom in on transformative event experiences as an emerging area of interest in events research and practice. A shift from managing events to designing events, as well as a change in events to human transformation is highlighted. Finally, an agenda for future research is presented that outlines five distinct avenues for deepening our understanding of the mechanisms of transformative event experiences. The article has important implications for research and practice for designing, facilitating, and guiding future event experiences, particularly those with a transformative potential.