Enhancing Attendee Engagement: A Study on Designing Successful Hybrid Events in Malaysia
Keywords:
Hybrid event, Attendees engagement, Event experience, Malaysia
Abstract
This study aims to fill the gap between hybrid events in Malaysia and attendees’ engagement and experience. 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 in-person and virtual participants. 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 has 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.
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References
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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
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
Published
2024-09-05
How to Cite
Abd Latif, N. H., & 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
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Research Paper
Copyright (c) 2024 Nur Hazwani Abd Latif, Norol Hamiza Zamzuri
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