Author

  • NurHazwani Abd Latif

    • Department of Postgraduate and Professional Studies, Faculty of Business and Management, Universiti Teknologi MARA Shah Alam, Selangor Branch, Puncak Alam Campus, Malaysia
    • Faculty of Hospitality, Tourism and Event Management, Universiti Utara Malaysia, Sintok Kedah, Malaysia
    • Malaysia

  • Norol Hamiza Zamzuri

    • Faculty of Business and Management, Universiti Teknologi MARA Selangor Branch, Puncak Alam Campus, Malaysia
    • Malaysia

Abstract

This study seeks to address the void by exploring hybrid event design and, attendee engagement and experience in the Malaysian context. It is also hoped to provide event stakeholders with information that will help them design successful hybrid events that prioritize attendee engagement and enhance the overall event experience. By understanding the needs and preferences of attendees, event organizers can tailor their strategies to create seamless and interactive experiences for both on-site and remote attendees. This study will contribute valuable insights to the growing field of hybrid events in Malaysia and guide event planners in delivering impactful and memorable experiences to all attendees. From the findings, none of the studies related to hybrid events have been conducted in the Malaysian context. This study was conducted by using electronic database searching from reputable databases such as Scopus, Science Direct and Google Scholar. 52 articles that are related to hybrid events were published from 2014-2023. Hybrid event is a new trend in organizing events. It offers a unique opportunity to cater to both in-person and virtual attendees.

Keywords

References

  • Above Creative Event. (2022, March 25). Physical, virtual or hybrid–event digitalization and taking it to the next level. Marketing-Interactive. https://www.marketing-interactive.com/physical-virtual-or-hybrid-event-digitalization-and-take-it-to-the-next-level
  • Aburumman, A. (2020). COVID-19 impact and survival strategy in business tourism market: the example of the UAE MICE industry. Humanities and Social Sciences Communications, 7(1). https://doi.org/10.1057/s41599-020-00630-8
  • Al-Hasan, A., & Har, C. O. (2019). External and internal factors affecting the progress of the event industry in Malaysia. Qualitative and Quantitative Research Review, 4(1).
  • Antchak, V., & Ramsbottom, O. (2020). The fundamentals of event design (1st ed.) [Ebook].
  • Bartis, H., Hufkie, B., & Moraladi, M. (2021). The economic impact of the COVID-19 pandemic on the business events sub-sector in South Africa: Mitigation Strategies and Innovations. African Journal of Hospitality, Tourism and Leisure, 10(1)(10(1)), 102–114. https://doi.org/10.46222/ajhtl.19770720-89
  • Beltagui, A., Candi, M., & Riedel, J. (2016). Setting the stage for service experience: design strategies for functional services. Journal of Service Management, 27(5), 751–772. https://doi.org/10.1108/josm-08-2015-0234
  • Bizzabo. (2020). The Evolution of Events: The future of events is rapidly changing. How are you preparing for it?
  • Bowdin, G. A. J., O’Toole, W., Allen, J., Harris, R. N., & McDonnell, I. (2006). Events management. In Routledge eBooks. https://doi.org/10.4324/9780080457154
  • Brown, S. (2014). Emerging Professionalism in the event Industry: A Practitioner’s perspective. Event Management, 18(1), 15–24. https://doi.org/10.3727/152599514x13883555341760
  • Bukovska, G., Mežgaile, A., & Klepers, A. (2021). The Pressure Of Technological Innovations In Meeting And Event Industry Under The Covid-19 Influence. Vide. Tehnolo?ija. Resursi, 2, 44–50. https://doi.org/10.17770/etr2021vol2.6623
  • Congrex Team. (2020, October 26). Disruption in the business events industry: Rising to the challenges of COVID-19. Congrex Switzerland. https://congrex.com/blog/disruption-business-events-industry-challenges-covid-19/
  • Cucinotta, D., & Vanelli, M. (2020). WHO declares COVID-19 a pandemic. PubMed, 91(1), 157–160. https://doi.org/10.23750/abm.v91i1.9397
  • Dolasinski, M. J., Roberts, C., Reynolds, J. H., & Johanson, M. M. (2020). Defining the field of events. Journal of Hospitality & Tourism Research, 45(3), 553–572. https://doi.org/10.1177/1096348020978266
  • Fadillah, T. I., Kusuma, G. P., & Utomo, H. P. (2015). Aplikasi periklanan dan pemesanan tiket event organizer berbasis web. eProceedings of Applied Science, 1(3). https://libraryeproceeding.telkomuniversity.ac.id/index.php/appliedscience/article/view/4233
  • Ferdinand, N., & Kitchin, P. (2012). Events management: An International Approach. SAGE.
  • Goldblatt, J. (2014). Special events: Creating and Sustaining a New World for Celebration, (7th Edition). John Wiley & Sons. http://ci.nii.ac.jp/ncid/BB15339605
  • Hameed, B. M. Z., Tan?d?r, Y., Naik, N., Teoh, J. Y., Shah, M., Wroclawski, M. L., Kunjibettu, A. B., Castellani, D., Ibrahim, S., Da Silva, R. D., Prasad, B., De La Rosette, J. J., Tp, R., Gauhar, V., & Somani, B. (2021). Will “Hybrid” meetings replace Face-To-Face meetings in post COVID-19 era? Perceptions and views from the urological community. Urology, 156, 52–57. https://doi.org/10.1016/j.urology.2021.02.001
  • Hazira, M. N., Alagas, E. N., Amin, M., Zamzuri, N. H., & Zairul, M. (2021). The best practice of marketing strategies for the Malaysian business event industry from experts’ perspective. Journal of Hospitality and Tourism Insights, 5(2), 413–434. https://doi.org/10.1108/jhti-09-2020-0178
  • Jauhiainen, J. S. (2021). Entrepreneurship and Innovation Events during the COVID-19 Pandemic: The User Preferences of VirBELA Virtual 3D Platform at the SHIFT Event Organized in Finland. Sustainability, 13(7), 3802. https://doi.org/10.3390/su13073802
  • Lekgau, R. J., Economics, S. A., & Tichaawa, T. M. (2021). Adaptive Strategies Employed By The Mice Sector In Response To COVID-19. Geojournal of Tourism and Geosites, 38(4), 1203–1210. https://doi.org/10.30892/gtg.38427-761
  • Limsuwan, P. (2020). Co-creating values and values perception of delivery services through mobile phone application experience in a lazy economy society. International Journal of Multidisciplinary and Current Educational Research (IJMCER), 2(5), 251–25.
  • Lumanauw, N., & Suastawa, G. P. (2023). Evaluasi Komunikasi pada Hybrid Event(Studi kasus Konvensi III Bali Tourism Board di Bali). Journal of Culinary, Hospitality, Digital & Creative Arts and Events, 1(1), 10–19.
  • MACEOS. (2020). The Malaysia Business Events Industry Report 2020: Insight into COVID-19 & its impact on Malaysia’s business event industry.
  • Madray, J. S. (2020). The Impact Of COVID-19 on Event Management Industry. International Journal of Engineering Applied Science and Technology, 5(3), 533–535. https://doi.org/10.33564/ijeast.2020.v05i03.089
  • Mahadewi, N. (2023). Hybrid Event: Utilization of Digital Technology in Organizing Events during the COVID-19 Pandemic in Indonesia. ICVEAST. https://doi.org/10.3390/proceedings2022083053
  • Mohamad Noor, F. A. (2022). Shaping the future of events with innovative ‘Disruptions.’ Explore, Sunway University. https://sunwayuniversity.edu.my/explore/thinkpieces/shaping-future-of-events-innovative-disruptions
  • Mohd Nasir, H., Alagas, E. N., & Mohd Nasir, N. (2019). A review of Business events industry in Malaysia: Finding the gap. International Journal of Business, Economics and Law, 19(2).
  • Naseer, S., Khalid, S., Parveen, S., Abbass, K., Song, H., & Achim, M. V. (2023). COVID-19 outbreak: Impact on global economy. Frontiers in Public Health, 10. https://doi.org/10.3389/fpubh.2022.1009393
  • Nilsson, L. (2020). Hybrid Events Breaking the Borders: Transferring your hybrid event into an engaging and inclusive experience for different audiences and stakeholders. https://www.theseus.fi/handle/10024/344231
  • O’Connor, A., & Sealy, W. (2021). Is ‘Virtual’ The New ‘Reality’ For The Events Industry? Journal on Tourism & Sustainability, 5(1). https://eprints.chi.ac.uk/id/eprint/6855/
  • Orefice, C. (2018). Designing for events – a new perspective on event design. International Journal of Event and Festival Management, 9(1), 20–33. https://doi.org/10.1108/ijefm-09-2017-0051
  • Pakarinen, T., & Hoods, J. (2018). From hybrid events to the next generation - interactive virtual events: Viewed from three different stakeholders’ points of view. https://www.theseus.fi/handle/10024/144784
  • Priyatmoko, R., Rusata, T., Muttaqien, P. F., Rosyidi, M. I., & Pradjwalita, C. F. P. (2022). Virtual and hybrid event: how Indonesian event organizers adapt during the COVID-19 pandemic. International Journal of Applied Sciences in Tourism and Events, 6(2), 106–119. https://doi.org/10.31940/ijaste.v6i2.106-119
  • Raj, R., Walters, P., & Rashid, T. (2013). Events Management: Principles and Practice (2nd ed.) [Kindle]. SAGE.
  • Rasmussen, S., & Frich, J. (2018). Defining design events. Nordic Conference on Human-Computer Interaction. https://doi.org/10.1145/3240167.3240184
  • Richards, G. (2019a). Event experience research directions. A Research Agenda for Event Management, 79–93. https://doi.org/10.4337/9781788114363.00015
  • Rubinger, L., Gazendam, A., Ekhtiari, S., Nucci, N., Payne, A., Johal, H., Khanduja, V., & Bhandari, M. (2020a). Maximizing virtual meetings and conferences: a review of best practices. International Orthopaedics, 44(8), 1461–1466. https://doi.org/10.1007/s00264-020-04615-9
  • Sakovets, M. (2023). Virtual and hybrid events as a fast-growing event [Article review].
  • Sox, C. B., Crews, T. B., & Kline, S. F. (2014). Including virtual and hybrid meeting planning within the curriculum: A Knowledge Management Perspective. Journal of Hospitality & Tourism Education, 26(3), 147–152. https://doi.org/10.1080/10963758.2014.936258
  • Sox, C. B., Kline, S. F., Crews, T. B., Strick, S. K., & Campbell, J. R. (2015). Virtual and Hybrid Meetings: A mixed research synthesis of 2002-2012 research. Journal of Hospitality & Tourism Research, 41(8), 945–984. https://doi.org/10.1177/1096348015584437
  • Sox, C. B., Kline, S. F., Crews, T. B., Strick, S. K., & Campbell, J. R. (2017). Virtual and hybrid meetings: gaining generational insight from industry experts. International Journal of Hospitality & Tourism Administration, 18(2), 133–170. https://doi.org/10.1080/15256480.2016.1264904
  • WHO Director-General’s opening remarks at the media briefing on COVID-19 - 11 March 2020. (2020, March 11). https://www.who.int/director-general/speeches/detail/who-director-general-s-opening-remarks-at-the-media-briefing-on-covid-19---11-march-2020
  • Yoga, S. S. (2020, August 28). Malaysia Business Events Week walks the talk in a hybridised new normal. https://www.meetings-conventions-asia.com/News/Events/Malaysia-Business-Events-Week-walks-the-talk-in-hybridised-new-normal

Downloads

No downloads have been recorded for this article yet. Figures appear here once readers begin downloading the full text.

How to Cite

Abd Latif, N., & Zamzuri, N. H. (2024). Enhancing Attendee Engagement: A Study on Designing Successful Hybrid Events in Malaysia. Information Management and Business Review, 16(3(I), 65-72. https://doi.org/10.22610/imbr.v16i3(I).3927

Share this article

License

Copyright (c) 2024 NurHazwani Abd Latif, Norol Hamiza Zamzuri (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Author (s) should affirm that the material has not been published previously. It has not been submitted and it is not under consideration by any other journal. At the same time author (s) need to execute a publication permission agreement to assume the responsibility of the submitted content and any omissions and errors therein. After submission of revised paper in the light of suggestions of the reviewers, the editorial team  edits and formats manuscripts to bring uniformity and standardization in published material.

This work will be licensed under Creative Commons Attribution 4.0 International (CC BY 4.0) and under condition of the license, users are free to read, copy, remix, transform, redistribute, download, print, search or link to the full texts of articles and even build upon their work as long as they credit the author for the original work. Moreover, as per journal policy author (s) hold and retain copyrights without any restrictions.

Keywords

Section

Research Paper

Published in

Vol. 16 No. 3(I) (2024) Event Management, Control Systems & Digital Health View issue contents

Published

2024-09-06

Submissions

Have research to publish? Information Management and Business Review welcomes submissions.

Make a Submission