| Author: | Khwanyuen, Krittabhas |
| Title: | Metaverse-enhanced hybrid events : the event attendees’ and organisers’ perspectives |
| Advisors: | Leung, Daniel (SHTM) |
| Degree: | DHTM |
| Year: | 2024 |
| Subject: | Metaverse Special events -- Management Special events -- Management -- Technological innovations Hong Kong Polytechnic University -- Dissertations |
| Department: | School of Hotel and Tourism Management |
| Pages: | x, 321 pages : color illustrations |
| Language: | English |
| Abstract: | This study explores the integration of metaverse technology into hybrid events from the perspectives of both attendees and organisers. Metaverse-enhanced hybrid events represent a novel approach to event management, offering immersive and interactive experiences facilitated by wearable devices and virtual environments. Through qualitative research methods, including in-depth interviews with event attendees and organisers in Thailand, this study investigates the perceived advantages, challenges, and implications of incorporating metaverse elements into various event formats. The findings reveal that metaverse-enhanced hybrid events hold promise across a range of event categories, including exhibitions, knowledge-sharing sessions, and cultural events. Attendees and organisers alike acknowledge the potential for metaverse technology to enhance event accessibility, engagement, and flexibility while mitigating risks associated with physical attendance, such as travel costs and time commitments. However, challenges remain, particularly in replicating sensory-rich experiences characteristic of food events and incentive travels within the digital realm. A conceptual framework is proposed to delineate the adoption model for metaverse-enhanced hybrid events guided by Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT). This framework highlights factors influencing attendees’ and organisers’ perceptions and attitudes towards this emerging technology. Performance expectancy involves attendees and organisers considering factors such as event theme, interaction, and sensory richness to determine the perceived usefulness and benefits of metaverse-enhanced events. Effort expectancy is influenced by accessibility, costs, and simplicity of attending metaverse events, which play a significant role in shaping perceptions. User-friendly interfaces and minimal effort requirements are crucial for adoption. Social influence, including individual characteristics, personal interests, and social norms influence attitudes towards metaverse technology. The readiness of users to embrace this technology is a key factor for organisers. Lastly, facilitating conditions, such as adequate infrastructure, equipment availability, and technological support are essential for facilitating the adoption of metaverse-enhanced events. Connectivity and platform support are also crucial for a seamless experience. Furthermore, the research identifies practical implications for event organisers, suggesting strategies for strategically planning metaverse-enhanced hybrid events and enhancing attendee experiences. These strategies include customising event strategies based on alignment with metaverse capabilities, implementing trial experiences and effective communication channels to familiarise attendees with the metaverse, and leveraging immersive and interactive features to foster engagement during events. The study also discusses the theoretical implications, practical implications, limitations, and avenues for future research. Limitations include the qualitative nature of the study and the focus on a specific population and context, potentially limiting the generalisability of the findings. Future research directions include longitudinal studies to track perceptions over time, comparative studies across different demographics and geographic locations, and exploration of emerging technologies’ implications on metaverse-enhanced events. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 7865.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 27.69 MB | Adobe PDF | View/Open |
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