Research Paper on Event Management




EVENT MANAGEMENT TECHNOLOGY TRENDS BEFORE AND AFTER 2020

Abstract

Event management plays a major role in every company's marketing of new products through organizing events and attracting massive amounts of customers throughout the world. Giant companies have organized events previously in the physical location; however, recent pandemic situations have bound them not to organize events physically. Moreover, people became habituated with live events and webinars in recent days, which has led event management to organize an event through popular online platforms such as YouTube and Facebook. Online events have not only helped companies to approach a massive number of customers throughout the world at a time, as well as they have helped to survive in this pandemic situation. Thus, this research proposal has been aimed to identify the success factors in online event management in 2020 and compare them with the success factors before 2020. This research proposal will use a primary data collection method where both qualitative and quantitative data would be present. Literature review and research methodology have been provided here properly and future scopes of this research proposal have also been shared in the last part.

 

Table of Contents
1. Introduction
1.1 Background of the study topic
1.2 Rationale
1.3 Problem statement
1.4 Research aim
1.5 Research Objectives
1.6 Research Questions
1.7 Research hypothesis
1.8 Significance of study
2. Literature Review
2.1 Concept of event management
2.2 5 C’s of Event management
2.3 Event management technology trends before 2020
2.4 Event management technology trends after 2020
2.5 Significance of technological evolution in the event management process
2.6 Challenges due to technological evolution
2.7 Impact of Covid-19 on event management
2.8 Conceptual Framework
2.9 Literature gap
3. Research Methodology
3.1 Research philosophy
3.2 Research Approach
3.3 Research design
3.4 Data collection method
3.5 Samples
3.5.1 Sample size
3.5.2 Sample type
3.5.3 Sampling method
3.6 Data analysis method
4. Ethical issues
5. Future Scopes
Reference list
Appendices: Questionnaires
Appendix 1: Interview questions (Open-ended)
Appendix 2: Survey questionnaires (5-Likert scale, close-ended)

1. Introduction

1.1 Background of the study topic

Event management technology has been found to be spread to many aspects such as event planning, getting attendance experience, and many more. There are several different types of event management technology such as augmented reality, Virtual reality, AI-powered chatbots, and many more. It has been found that the event management industry is majorly dependent on the latest technology. In view of Maguire (2019), technology is important in event management as it is also recognized as a tool for economic growth.

However, the use of technological software in event management has been found to be increasing day by day. The global statistical data on the use of software in event management shows that in 2017 the value of event management software used was 6.38 billion whereas in 2019 the value of this used software was 7.95 billion U.S dollars (Statista.com, 2019). The following data indicate the increasing use of technological software in event management.

1.2 Rationale

The event management industry is entering into a future that has a major use of technological advancements. In addition, most people in recent days prefer to have technological use in order to manage any event. On the other hand, it has been noticed that with the help of technology events can be more efficient such as by offering people online transactions, as well as facilities to book their tickets online.

The above graph illustrates that the total global corporate investment in Artificial intelligence in 2020 reached almost 68 billion U.S dollars (Statista.com, 2021). The following data indicate the significant increase in technological advancements with the help of AI technology in event management. From this data, it can be said that technology is the future of event management and knowing the significance or issues associated with the event management technologies is important. The following research proposal will elaborate on the importance of technologies in event management leading to make this research more relevant.

1.3 Problem statement

It has been found that technology in event management is used increasingly in order to make it more efficient. However, sometimes it has been found that the application of technologies has decreased as the quarter of the year progressed. The previous research on this topic only reveals the benefits or challenges associated with event management technologies. The following research proposal will provide a detailed insight into the importance of event management technology.

The above graph illustrates that in the first quarter of 2014 the investment in AI technology was large whereas it decreased at the end of the year. Similarly, the investment in AI technology in 2018 was more than the first quarter of 2019 (Statista.com, 2020). The following data indicate that there can be some issues that play a harmful role in investing in technologies. The following research proposal will provide knowledge on the issues related to the implementation of technologies in event management.

1.4 Research aim

The aim of this research proposal is to recognize the event management technologies trends before and after 2020.

1.5 Research Objectives

 

  • To make an idea on the concept of event management
  • To evaluate the event management technology trends before and after 2020
  • To investigate the significance and associated challenges with event management technologies
  • To recommend concepts or models to make the process of event management more efficient

  • 1.6 Research Questions

  • What is event management?
  • What are the event management technology trends before and after 2020?
  • What are the major challenges associated with event management technology?
  • What can be the ways to make the process of event management more efficient?

  • 1.7 Research hypothesis

    H0: There is no relation between event management technology and innovation.

    H1: There is a positive improvement in event management after trending technology in the process.

    H2: There are significant challenges in event management technologies to be implemented.

    H3: There are several ways to make the process of event management more efficient by using technological trends.

    1.8 Significance of the study

    This study signifies the emerging knowledge on event management as well as the importance of technologies in this process. On the other hand, by providing information about the use of technologies such as AI in the corporate world, the following study will also help in gathering knowledge about the global use of technologies in event management. Moreover, this study also helps in gathering knowledge about the models of event management so that future researchers can improve their research on this particular topic. In addition, in the academic sector, this study will be helpful by providing knowledge about event management.

    On the other hand, this study will also provide research gaps so that future researchers can proceed with the improvement on the research topic. Corporate sectors will also be benefited by having information on the different types of technological trends. On the other hand, this research will also be helpful in making the event managers aware by providing data about the issues associated with technological use in event management. Moreover, the following research will also provide data about the use of technological trends before and after 2020 leading to make sense about the future of the technology in the process of event management.

    2. Literature Review

    2.1 Concept of event management

    Event management generally refers to the process following which plans for a particular event can be done in order to make it complete properly. The main role of event management is to connect the target audience in order to convey the message for what a particular event is marketed. In view of Ismailova et al. (2019), marketing through event management has been observed to be a very current trend that helps in determining the ethic of the company and loyalty of the employer to their subordinates as well. The actual aim of any event is to provoke an emotional experience for any brand or business among the customers. As argued by Maguire (2019), as event management can play a role in creating jobs in the country or local area it can be recognized as a valuable instrument for social integration as well as economic growth. Moreover, in order to have a successful outcome to benefit any business or organization proper plan for event management is important.

    2.2 5 Cs of Event management

    Event management can be considered as one of the most trending and thrilling career options by providing a good experience to the attendees. In order to move towards a successful event management concept on the 5 C’s need to be clear.

    Concept

    It can be said that the first step of event management is the planning for a successful event that is also known as the concept (Kdmevents.co.uk, 2021). In order to do this, it is important to know the actual purpose of the event as if without clearing objectives it will not be possible to point out the target people.

    Coordination

    After setting a proper plan a theme needs to be selected for the particular event leading to an idea on the decoration venue as well as other additional things (Midlothiancenter.com, 2020). The following needs to be done in order to advertise the event to the target or potential attendees.

    Control

    This stage of event management can be said as one of the most important areas as event managers need to assure that everything is on track (Midlothiancenter.com, 2020). For example, in order to have a successful event managers need to have a concern about the assurance that there will be ample space for all the attendees.

    Culmination

The culmination phase of event management can be considered as almost the climax stage. The following stage generally includes communication with suppliers, monitoring the security of the venue as well as ensuring the setup will start at the right time (Kdmevents.co.uk, 2021).

Closeout

After ending the event successfully, it is important to have an assessment that all the payments, as well as termination with the vendors, are done (Midlothiancenter.com, 2020). On the other hand, discuss the issues or success of that event with the team so that they can be encouraged or can be guided if there is an issue.

2.3 Event management technology trends before 2020

There has been a major technology trend before or in 2020, although some event technology trends have also been changed. In order to make accessibility easier, the technologies associated with events continue to be refined or developed. It has been found that artificial and virtual reality are becoming more dynamic and revolt as well in the case of event management technology. As per the view of de Regt et al. (2020), VR (Virtual Reality), technology in event management generally helps in streaming live events, as well as 3600 product showcasing, which also helps in focusing features or functionalities of the product properly. On the other hand, the use of artificial intelligence helps in raising the ability to customize the experiences of individuals as well as bringing the community together. In addition, it has been found that in 2020 there is another technology for event management which is facial recognition (Bizzabo.com, 2020). Applying this technology, costumes can simply scan their face leading to pointing out attendees who come late.

2.4 Event management technology trends after 2020

It has been found that there are several upcoming event management technologies in this couple of years. The most important evolution in event management can be considered as Radio Frequency Identification or RFID (Eventbrite.co.uk, 2021). With the help of RFID chips that are tiny enough to fit in the bracelets of the attendees leading to replacing tickets or physical payments in the event. Especially in the recent time of this pandemic RFID can be helpful in arranging events considering social distance safety measures. Moreover, in the future chatbots powered by AI can be used in order to automate customer service or receive a rapid response. According to some research firms, the AI market can grow by $190 billion by 2025 (Bizzabo.com, 2020). Therefore, it can be said that RFID, as well as Chatbot event management technologies, can be influential for trending in the next couple of years.

2.5 Significance of technological evolution in the event management process

Recently the event management industry has been found to step in into the future which is full of technological innovations. There are several benefits that can be gained by adopting the future technological trends in event management. Adapting technologies in event management facilitating the process of ticket booking or registration by introducing online ticket booking facilities (Theceo.in, 2021). On the other hand, Technology plays an important role in making the process of event management more efficient. Having practiced facial recognition as well as digital payment event management has become easier. In addition, features like live streaming, or using social media can be helpful in updating or communicating with the potential attendees flawlessly. Moreover, with the help of GDPR (General Data Protection Regulation) saving data and ensuring security solutions for the organization become easier.

2.6 Challenges due to technological evolution

Although technology plays an important role in facilitating the process of event management, there can be some challenges also. For example, offering most online transactions can cause people to lose money. In addition, criminal activities during digital transactions can prevent mainstream consumers from avoiding the acceptability of digital currencies. Moreover, monitoring or controlling with remotely automated systems, in smart offices as well as in smart cities is the reality. In the words of James Mickens, a professor at Harvard University, although technology brings a gig economy, an economy with traditional middle-class jobs can be more acceptable than gig workers due to legal or scare prevention in digital currency (Pewresearch.org, 2020).

2.7 Impact of Covid-19 on event management

The covid-19 pandemic has damaged almost every industry and economic backbone of the entire global market drastically. The demand for the trending products reduced in the global market everywhere as well as companies became economically weak over time in this phase. As a result, giant companies stopped setting up events in physical venues as people would not be able to engage in those events physically. Afterwards, the Events management has started to use bigger and popular digital platforms such as YouTube and Facebook as their potential venue for organizing events. Covid-19 pandemic made 2020 a challenging year for all corporate sectors to stand out and fight against the economic breakdown along with stepping into industry revolution 4.0 (Miles and Shipway, 2020).

Technology has grown rapidly in these years and people have adopted faster than ever, where due to pandemic almost every corporate employee has become habituated with Work from Home and Video call meetings along with webinar concepts (Madray, 2020). For this reason, companies started to push their limitations in their digital activities and conduct an event in a live session on those popular platforms. Many giant companies like Apple, Google have conducted events on online platforms and they became successful in reaching their users and other stakeholders with their new products through these events.

2.8 Conceptual Framework

2.9 Literature gap

Event management is a large part of any company as it plays a major role in marketing, stakeholders' engagement, and it also plays a major role in increasing brand awareness and increasing customer base by directly approaching the target customers. Thus, there are a lot of topics related to it that can be included in this discussion of literature review along with a discussion on future scopes of event management (Yule and Smink, 2020). Considering all of the topics would divert the aim of the research proposal and thus they remained out of topic in this literature review. However, the remaining discussion of the related topics could be claimed as a literature gap of this research proposal.

3. Research Methodology

3.1 Research philosophy

There are almost 4 types of research philosophy in the research onion, such as Positivism, Realism, Pragmatism and Interpretivism philosophy. However, this research proposal has selected Interpretivism philosophy among others, because this research proposal has focused on identifying the success of event management after 2020 and comparing it with event management before 2020. Interpretivism research philosophy is the most suitable research philosophy here because it helps to focus on one topic and complete the entire research with a meaning-centric research philosophy (Kennedy, 2017).

3.2 Research Approach

The research approach plays another major role in every research and there are two types of research approach available in the research onion such as deductive and inductive research approach. As claimed by Alase (2017), the deductive research approach is used in such researches, where the research has aimed to extract a conclusion from different events and following widely accepted theories and models. As per the view of Cvetkoska and Savić (2017), an inductive research approach is used in such research, where the research has aimed to extract a theory or model from a sequence of events.

As this research proposal has focused on analyzing the success of event management after 2020 and comparing it with event management before 2020, this proposal would follow a deductive research approach. A deductive research approach would not only help this research proposal in collecting data from interviewers and survey results but also help to construct the rest of the research methodology in a structured way.

3.3 Research design

Research design explains the way a researcher would go through and meet every research objective in research properly. The research design also explains how much research can expand itself and making discussion narrower go into in-depth discussion. There are various types of research design available, however, the most used 5 of them are descriptive, correlational, experimental, diagnostic and explanatory research designs. However, in this research proposal, explanatory research design would be used, because it is suitable for analysing data collected from interview and survey both. As declared by Schoonenboom and Johnson (2017), selecting the most suitable research design does not only help research to be precise but also help to be more productive.

In this research proposal, an explanatory research design would help to explain every statement that will be collected from the participants of the survey and interviews. Besides, the explanatory research design is used by most research proposals that have conducted primary research successfully.

3.4 Data collection method

Data is the most important element for every research and thus deciding what type of data is required and how the required data will be connected efficiently also play an important role in research. There are different types of data collection method and source available in the research onion, however, from them, primary qualitative and quantitative data collection methods would be followed in this research proposal. As claimed by Albert et al. (2021), though the primary data collection method requires cost, time and energy in research, the chance of collecting authentic data is always greater in this method and especially for such research that requires a public opinion.

For collecting data from surveys, a survey questionnaire will be prepared and shared through Gmail to the customers who mostly attend those events. Survey questions would contain some demographics questions as these are essential to acknowledge the participants of the survey and prove that collected survey results from the rest of the questions that are related to the main proposal topic are valuable. Interview questions would be open-ended questions and these would be asked to the event managers and related employees with these event management programs.

3.5 Samples

3.5.1 Sample size

Sample size refers to the numbers of samples required and collected in this research proposal for meeting the research objectives efficiently. This research proposal would collect survey data from almost 100 participants and interview questions would be asked to the 5 event management heads from 5 different companies. As there would be 3 open-ended questions only thus, from 5 event management heads interview transcription would be collected from them for each question. A bigger sample size in the survey, lesser error in the result of the survey as well as a bigger sample size in the survey also helps to reduce the chance of being biased result in a research (Vabalas et al. 2019). However, due to lack of time and cost, this research proposal would collect only the required amount of data from the survey. 

3.5.2 Sample type

Sample type refers to the type of sample that a researcher collects before analysis as per the requirements. There are two types of samples in the world, qualitative and quantitative, where this research proposal would use both of them. Qualitative data refers to non-numerical data such as opinion, theories, discussions and others, and quantitative data refers to numerical data such as numbers of agreement, disagreement to a matter, and other numerical values (Hennink et al. 2019). Through interviews, the required qualitative data would be collected and through survey required quantitative data would be required

3.5.3 Sampling method

The sampling method helps a researcher to gather only required data efficiently and conduct research more precisely in a structured way. Interviews would be conducted properly through the telephonic interview as outside the world is still fighting with the covid-19 pandemic. However, a survey link would be circulated among 150 participants, where it is expected to get almost 120-130 results, and some of them would be incomplete and some of the participants would ignore answering every survey question. Thus, a random sampling method would be used to collect survey answers from random 100 participants and analyses the data efficiently by eliminating the rest of the others.

3.6 Data analysis method

The data analysis method is one of the most important parts of research and in this stage, every collected data is being processed and analyzed properly through various tools and techniques. There are many ways to analyze collected data however, this research proposal would follow a thematic data analysis method for analyzing the qualitative data that has been collected from the interview. This research proposal would also follow the survey data analysis method as well to analyze the survey results properly and use it in this proposal. As claimed by Braun and Clarke (2019), thematic data analysis has been used in various researches because of its ability to explore any topic with an in-depth discussion on this.

Microsoft Excel would be used to project survey results in a graphical way as well as infographics would be provided there. Telephonic interviews would be conducted in the part of the interview, and data would be collected from the call recordings. Thus, telephones and recorders would be used as tools in this research proposal for data collection and representation. Tools and techniques also play a vital role to make research cost-efficient and time-efficient efficiently, which is the reason this research proposal would also use such tools for representing the collected data and discussing them.

4. Ethical issues

Every research contains some ethical issues and challenges that come from the topic of the research sometimes and sometimes it comes from the selected research methodology. However, this research topic does not contain any of such ethical issues as this research proposal has focused on identifying the success of event management even after the pandemic situation of 2020 and the technological advancement of the industry. 

  • Lack of sample

Most of the big events are happening on the earth in 2020 and after that is being conducted by giant international companies. This is the reason there have viewers from all over the world and as well as new people have also participated as the events were held on online platforms. Though this research proposal will only use survey data from 100 participants rather than collecting more data from more people. This could cause some error in the result and the result could contain some error as well.

  • Lack of diversity in participants

As earlier it has mentioned that people from the entire world have participated in the giant events, there would be present versatile people with their various types of choices (Kestler et al. 2021). If there would be no such boundary of cost, time and pandemic condition, researchers could increase the diversity among the participants. Lack of diversity in participants could cause biased results, and this can be another ethical issue in this research.

5. Future Scopes

This research proposal does not only discuss the event management that was before 2020 and after 2020, but also identifies how much they have successfully met their objectives through them. Giant companies invest a huge amount of money in such events, where they pull their stakeholders from all over the world and showcase upcoming technologies and share new launches with them. As claimed by cell ÇAKICI and YILMAZ (2017), as technology is growing rapidly and sharing a lot of competitive advantages in terms of marketing and other fields, every company is trying to incorporate them in their facilities.

Event management has also used digital platforms and conducted large events in the world successfully and stepped into the industry revolution 4.0. Besides, due to the pandemic, most people have also become habituated with such digital platforms and webinars as well as events in digital platforms have enabled the opportunity to approach more new customers through popular platforms. These reasons have unlocked various future scopes for events management as well as for the research proposal regarding this. Small business companies would also like to focus on such events worldwide through online platforms for attracting more customers and stakeholders towards their company in future after seeing the success factors of these events through this research proposal.

Reference list

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Albert, E., Torres, I., Bueno, F., Huntley, D., Molla, E., Fernández-Fuentes, M.Á., Martínez, M., Poujois, S., Forqué, L., Valdivia, A. and de la Asunción, C.S., 2021. Field evaluation of a rapid antigen test (Panbio™ COVID-19 Ag Rapid Test Device) for COVID-19 diagnosis in primary healthcare centres. Clinical Microbiology and Infection, 27(3), pp.472-e7.

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Braun, V. and Clarke, V., 2019. Reflecting on reflexive thematic analysis. Qualitative Research in Sport, Exercise and Health, 11(4), pp.589-597.

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de Regt, A., Barnes, S.J. and Plangger, K., 2020. The virtual reality value chain. Business Horizons, 63(6), pp.737-748.

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Appendices: Questionnaires

Appendix 1: Interview questions (Open-ended)

Q1. How successful was event management before 2020, when every company usually set a physical location as their venue for the annual events?

Q2. How successful is event management after 2020, when every company started to organize events on online platforms like YouTube and Facebook?

Q3. What are the challenges and differences event management is facing in the present scenario that they faced before 2020?

Appendix 2: Survey questionnaires (5-Likert scale, close-ended)

Subsection A: Demographics Question

Q1. What is your age group?

  1. 18-25
  2. 26-35
  3. 35-45
  4. 45-52

Q2. What is your sex?

  1. Male
  2. Female
  3. Transgender
  4. Prefer not to say

Q3. Which one of the online events listed below you have listened to?

  1. Google I/O conference
  2. WWDC 2021
  3. E3 2021
  4. None of the Above

Subsection B: Impact of events

Q4. How much do you agree with this statement - “Events are better for launching new products than marketing”?

  1. Strongly agree
  2. Agree
  3. Neutral
  4. Disagree
  5. Strongly Disagree

Q5. How much do you agree with this statement - “Online events are only better for IT companies”?

  1. Strongly agree
  2. Agree
  3. Neutral
  4. Disagree
  5. Strongly Disagree

Subsection C: Influence of events before 2020

Q6. Do you agree with the fact that technological influence in event management enhanced efficiency before 2020?

  1. Strongly agree
  2. Agree
  3. Neutral
  4. Disagree
  5. Strongly Disagree

Q7. How much do you agree with the fact - “Before 2020 events could not reach as many customers as they can now do through online events”?

  1. Strongly agree
  2. Agree
  3. Neutral
  4. Disagree
  5. Strongly Disagree

Subsection D: Influence of events after 2020

Q8. How much do you agree with the fact - "If the covid-19 pandemic does not happen, companies would still organize physical events rather than online events"?

  1. Strongly agree
  2. Agree
  3. Neutral
  4. Disagree
  5. Strongly Disagree

Q9. How much do you agree with the fact - “Technological advancement enhances the process of event management in this adverse condition of Covid-19 pandemic”?

  1. Strongly agree
  2. Agree
  3. Neutral
  4. Disagree
  5. Strongly Disagree

Subsection E: Issues behind online events

Subsection E: Issues behind online events

Q10. Do you agree with the fact - “Consumers with less technical knowledge or access to the proper internet connection would be a bigger issue for online events to reach them”?

  1. Strongly agree
  2. Agree
  3. Neutral
  4. Disagree
  5. Strongly Disagree

Q11. Do you agree with the fact - “Online events require massive infrastructure and investments on networking than previous”?

  1. Strongly agree
  2. Agree
  3. Neutral
  4. Disagree
  5. Strongly Disagree

Subsection F: Feedback

Q12. Rate on your experience in this survey?

  1. ☆
  2. ☆☆
  3. ☆☆☆
  4. ☆☆☆☆
  5. ☆☆☆☆☆