From physical to metaversal events: An exploratory study

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.

COVID-19 and the digitization of business events: how the health crisis accelerated ethical issues

“…During the pandemic, many planned events were held on digital platforms, such as Facebook, Instagram and YouTube (Vandenberg et al ., 2021). Accordingly, these events have been defined as “digital events,” “virtual events,” or, in some cases, “phygital events” (Piccioni, 2023). The pandemic has accelerated innovation and the development of novel ways to create, design and manage planned events (Seraphin, 2021), spurring event managers—including EAs—to acquire up-to-date digital skills and capabilities (Gottschalk et al ., 2021).…”

“…Pearlman and Gates (2010) consider virtual words as innovative spaces for business events, along with collaborative play, learning, work and e-commerce. In this vein, although it is necessary to consider online, teleconference and webinars as virtual events (Raj, 2017), virtual events are not simply “ web conferencing but are a result of the new virtual event platforms and software tools ” (Pearlman and Gates, 2010, p. 258), and they differ from hybrid events ( virtual plus physical ) (Piccioni, 2023).…”

Book Review - Transitioning to Virtual and Hybrid Events: How to Create, Adapt, and Market an Engaging Online Experience

“…Apart from the aforementioned event type, "virtual events" extensively took place during the COVID-19 pandemic. "Hybrid events" combine the advantages of actual and virtual events, thereby providing attendees with immersive experiences (Piccioni, 2023). At present, virtual and hybrid events appeal to professional global marketers.…”