The study by Godovykh et al. (2022) investigates how the type of event—virtual versus face-to-face—affects attendees’ attitudes and behavioral intentions. In response to the COVID-19 pandemic, many events shifted online, prompting the need to understand how these different formats impact participants’ experiences and future actions.
Attendee Attitudes and Preferences
The research reveals that face-to-face events generally evoke more positive attitudes among attendees, primarily due to the opportunities for in-person interaction and networking. These events create a sense of community and engagement that virtual events often struggle to replicate. However, virtual events also have their unique advantages, such as accessibility, convenience, and the ability to reach a broader audience.
Behavioral Intentions Post-Event
In terms of behavioral intentions, the study finds that attendees of face-to-face events are more likely to participate in future events and engage with event-related activities, such as purchasing products or services showcased during the event. This heightened engagement is linked to the immersive experience provided by in-person gatherings, which fosters stronger emotional connections.
Implications for Event Organizers
The findings offer practical implications for event organizers and marketers. Understanding the strengths and weaknesses of both virtual and face-to-face formats can help in designing hybrid events that combine the best elements of each. For instance, enhancing virtual events with interactive elements and personal touches can help bridge the engagement gap between the two formats.
Future of Event Management
As the events industry continues to evolve, the study emphasizes the importance of adapting to changing attendee expectations. While face-to-face events are likely to remain popular, the growing acceptance of virtual events opens up new possibilities for innovation. Event organizers are encouraged to explore hybrid models that offer flexibility and cater to diverse attendee preferences, ensuring both engagement and accessibility.
Reference: Godovykh, M., Fyall, A., Pizam, A., Hancer, M., & Cassisi, J. (2022). Virtual versus face-to-face events: The effects of event type on attendees’ attitudes and behavioral intentions. Event Management, 26(8), 1689-1706. https://doi.org/10.3727/152599522X16419948347130
You can access the full paper here.
