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Wim Deplae

Studying & building a model on the impact of the emergent technologies on the event industry

Supervisors

Américo MateusULHT
Antonio Cruz Rodrigues, ULHT

ABSTRACT

With an increased importance of cultural experiences for Generation Y in the Western World, such events are attractive opportunities for brands to connect to consumers. Given the ever growing level of advertising clutter, which causes advertising avoidance, it is valuable to define a new communication channel for brands to connect to their target group in a non-intrusive way.

Keywords: Virtual reality; augmented reality; event; communication; technology

PROJECT DESCRIPTON

The objective of this PhD thesis is to investigate how new technologies such as virtual and augmented reality and holographics can be used to develop a new marketing model in the event industry, more specifically the music festival industry. The goal is to develop a new kind of festival which incorporates said technologies to present consumers with an improved experience. The added value to traditional music festivals can be several: the technology could be used to provide extra information, services and experience on the festival site. It could be used to add to the show elements of the performances (a sort of virtual bonfire). A much more dramatic change over the traditional music festival model could use holograms and virtual reality to allow multi-venue, a-simultaneous participation in the festival, by streaming recordings of the performances over several locations. The term marketing model should be seen as a broad term, including the description of the service (how the festival is shaped), the target consumers and the advantages for the consumer.

The method to achieve this goal is by adapting the Ideas(R)Evolution co-creative methodology which was developed by the supervising professors. The thesis will consist out of four parts:

  •  Theoretic research: (literature review + a summary of relevant technologies);
  • Contact with experts (in technology and in event industry) to further develop the concept;
  • Stakeholder validation via video presentation, simulating the new event concept;
  • Dissemination of the concept to potential commercial partners: gathering feedback from the field
References
  1. Bucuţă, A. (2015). A Review of the Specific Characteristics of the Generation Y Consumer. Proceedings of the International Conference Marketing - from Information to Decision, 8, 38–47.
  2. DeVaney, S. A. (2015). Understanding the Millennial Generation. Journal of Financial Service Professionals, 69(6), 11–14.
  3. Dresch, A., Lacerda, D. P., & Cauchick Miguel, P. A. (2015). A Distinctive Analysis of Case Study, Action Research and Design Science Research. Revista Brasileira de Gestão de Negócios, 17(56), 1116–1133. https://doi.org/10.7819/rbgn.v17i56.2069
  4. Knittel, Z., Beurer, K., & Berndt, A. (2016). Brand avoidance among Generation Y consumers. Qualitative Market Research: An International Journal, 19(1), 27–43. https://doi.org/10.1108/QMR-03-2015-0019
  5. Leask, A., Fyall, A., & Barron, P. (2014). Generation Y: An Agenda for Future Visitor Attraction Research. International Journal of Tourism Research, 16(5), 462–471. https://doi.org/10.1002/jtr.1940
  6. Pine, B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76, 97–105.