Hybrid Festival Visitors' Experience Using the Event Experience Theory in the Post-COVID-19 Era.

Abstract

The festival events sector has undergone a significant transformation with the rise of hybrid events, which blend physical and virtual components. This evolution has been notable since the COVID-19 pandemic, which necessitated innovative approaches to event organisation. The pandemic acted as a catalyst for the widespread adoption of hybrid events, reshaping the industry landscape and setting new standards for attendee engagement and experience. Structured interviews were conducted with 105 attendees from two major festivals. These interviews were designed based on the Event Experience Theory (EET), which provides a framework for understanding the dimensions of event experiences, including sensory perception, emotional engagement, cognitive involvement, and social interactions. The findings of this study contribute to the conceptualization of hybrid events experience. From a managerial perspective, research findings inform event organisers on effectively navigating the landscape of hybrid events with the aim to ensure event viability and attendees’ satisfaction.