Innovation in agricultural and county shows: conceptualising the e-eventscape

Abstract

PurposeIn response to the cancellation of a host of events during the summer of 2020, the purpose of this paper is to examine the rapid innovation that created an online County Show. County Shows are traditionally associated with agriculture and the wider rural economy of a region and provide a range of visitor experiences alongside business networking and trading opportunities. The case of the online Lincolnshire Show sought to replicate many aspects of a physical show, and this paper evaluates its effectiveness by applying a newly developed e-eventscape model.Design/methodology/approachA mixed-methods approach generated data from businesses, visitors and the show organiser. Surveys and social media feedback from attendees captured overall satisfaction levels and suggestions for improvements. Participation in the online Business Breakfast event along with an interview with the chief executive officer (CEO) of the Show provided deeper understanding of the innovation occurring.FindingsThe nature of innovation was strongly rooted in place, despite creating a virtual product. Local networks and supporters were critical to staging the online Show. The proposed e-eventscape model allowed an effective appraisal of the online Show, identifying many strengths in terms of the user interface and aesthetics as well as opportunities for improvement, especially linked to greater interactive engagement.Originality/valueThe impacts of coronavirus disease 2019 (COVID-19) have accelerated digital innovation in a range of events and festivals. This provides an opportunity to examine the evolving role of Shows in the rural economy and the innovation processes that have emerged. As well as presenting original insights into rural innovation, the paper develops and tests a new e-eventscape model applicable to the growing field of online events and festivals. Findings indicate that there is considerable scope for organisers to embed online content into the future of many live Shows and festivals, far beyond the COVID-19 pandemic.

Rural digitization

“…Reliant on immigrant labor and overseas markets, the impact of Brexit and the new regulatory frameworks it has caused to be implemented have created massive upheaval and challenges. As Bosworth et al (2021) have observed, innovation and knowledge spillovers tend to be slower in rural regions. These regions tend to be more reliant on exogenous forces for growth opportunities.…”

Spatial pattern of China’s rural digital economy based on subjective–Objective evaluation: Evidence from 2085 counties

“…The main themes of research on China’s county-level digital economies include proposing strategies and policies and interpreting theoretical connotations [ 41 ]. For example, some studies have analyzed strategies or paths for special counties [ 42 , 43 ]. In those studies, digital infrastructure construction, e-commerce economy, and digital finance were regarded as important driving forces for rural digital economy development.…”