Will the future of events be hybrid? Hybrid festival visitors experience using the event experience theory in the post Covid era.

Abstract

The festival events sector has experienced a significant shift with the emergence of hybrid events, which combine physical and virtual elements. A thorough examination of the evolutionary trajectory of the festival events industry, with a particular focus on the revolutionary changes brought to the sector after the pandemic of Covid-19, with the growth of hybrid events is provided. The complexities associated with organizing hybrid festivals are examined by the visitors’ point of view. This study explores the multifaceted aspects of hybrid events, including technical complexities, interactive design, and audience interaction dynamics. Structured-interviews with visitors of two festivals provide in-depth understanding of their experience with hybrid festivals. The event experience theory (EET) is assessed. Research findings contribute to the conceptualization of hybrid events experience. From a managerial perspective, research findings inform event organizers on effectively navigating the landscape of hybrid events with the aim to ensure event viability and attendees’ satisfaction.