No abstract

The present study attempts to explore the meaning of the words “digital,” “virtual,” “hybrid,” “phygital,” “metaversal,” and “physical” applied to planned events. The primary aims is to understand whether there are significant differences among them and how managers can use them to achieve their objectives. The research identifies the projective techniques as the most appropriate method to underpin the phenomenon, and it adopts an exploratory-qualitative approach. Projective techniques appear innovative since they are frequently used for studying people’s instead of managers’ perspectives. The results allow us to classify the six dimensions of digitally transformed planned events as different, and a continuum is generated through the collected data. Finally, the article provides managerial suggestions, such as the pros and cons of each event category. For example, strategists organizing metaversal events should consider analyzing targets and platforms.

PurposeThe aim of this study is to understand the transformations that the event industry has undergone during the COVID-19 pandemic and what changes still may happen in the future, here according to business event managers.Design/methodology/approachBeing explorative in nature, the study adopts a qualitative research design based on semi-structured in-depth interviews submitted to a purposive sample of 26 Italian business event agency managers.FindingsThe findings reveal that the pandemic boosted the digital transformation of the event industry, spurring organizers to recraft and execute their business models. Such changes may give rise to important ethical concerns that should be carefully considered by academics, professionals and policymakers.Research limitations/implicationsThe research is based on a purposive sample of Italian business event managers. Therefore, in addition to be country-specific, the research includes only a single typology of business event stakeholders.Originality/valueThe article points out possible counterintuitive considerations that may rise related to the ethical issues emerging from the adoption of novel business models in the event industry after the COVID-19 pandemic. The study suggests possible objects of reflection for scholars, event managers and policymakers to plan and organize a more equitable and sustainable business in the future.