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Together alone: an exploration of the virtual event experience.

Williams, N. and Ferdinand, N., 2019. Together alone: an exploration of the virtual event experience. Event Management, 23 (4-5), 721-732.

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DOI: 10.3727/152599519X15506259855625

Abstract

After 50 years in development, virtual reality (VR) has now become commercially available to consumers. The events industry has started to adopt this transformational technology, by implementing it into live events, or using it as an alternative method for providing event experiences. However, little research attempts to compare real to virtual event experiences to understand perceived user benefits and drawbacks. Using Uses and Gratifications (UG) Theory, this study aims to understand the possible user benefits provided from virtual event experiences. A process was designed that incorporated the viewing of a VR experience that was similar to an event previously attended by respondents. They were then interviewed and performed a Product Reaction Card exercise to compare their experiences. Analysis of the data suggests that current 360 VR technology can be used to extend the experiencescape but not replace live events. Respondents indicate that VR provides emotional gratifications that may build positive associations with event organizations and brands. However, VR in its current form does not provide the social and sensory gratifications of live events. VR can therefore be used to deepen relationships with existing participants or encourage future participation at events.

Item Type:Article
ISSN:1525-9951
Uncontrolled Keywords:Cocreation; tourism; virtual communitas; virtual reality (VR)
Group:Faculty of Management
ID Code:32310
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:20 May 2019 12:27
Last Modified:09 Oct 2019 09:22

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