Re-Imagining and Transforming Events Insights from the Australian Events Industry - Management Assignment Help

Assignment Task:

Task:

ABSTRACT: Over the past year, COVID-19 has hit the events industry with unprecedented force, resulting in event cancellations, reduced employment and salary cuts, with most event organisations moving either partially or fully to virtual events. Most challenging is the uncertainty in regard to the way(s) that events will be reshaped and rejuvenated. Our aim in this study is to discover how practitioners interpret the pandemic in relation to events and how events are reimagined and transformed in a pandemic world. Theories relating to transformative experiences and resilience are used to explore the phenomenon. This study contributes a framework based on qualitative insights by event professionals, suggesting the industry should focus on key priorities for event transformation, namely connectivity, meaningful experience design, adaptive capacity and education and, finally, practitioner well-being. Research limitations are discussed, and future research is proposed.

KEYWORDS: event education, event experiences, event industry, human connectivity, meaningful events, transformation

Introduction

COVID-19 struck the events industry with unprecedented force, resulting in the cancellation of events, reduced levels of employment, and salary cuts. The shutdown of businesses as well as event cancellations globally has had a negative impact on the capacity of event companies to function effectively or plan for a sustainable future. While some businesses were able to pivot and diversify their services (Norris et al., 2021), others shut down completely and show no signs of recovery. However, large conference centres offered their space for different industry stakeholders to come together and exchange ideas on food solutions (Melbourne Convention and Exhibition Centre, 2020) while other small business owners offered free webinars to exchange ideas and share knowledge on the road to business recovery (Stayches, 2021). In Australia, associations and governments launched various programmes to coach business operators and provide strategies for well-being and support. For example, the Victoria Tourism Industry Council (VTIC) launched the VTIC industry support hub for its business members (2021), while the Australian government provided financial support to businesses during the latest lockdown stages. However, it has yet to be determined how and when the event industry will recover and be transformed. Academics (Sharma et al., 2021) have called for research in the industry, specifically on how business owners interpret the pandemic impact. Researchers have also suggested that the pandemic has created opportunities for industry transformation (Lew et al., 2020; Sigala, 2020). Questioning the alignment between the event industry and educational programmes, Arcodia et al. (2020) call for further research on the skills and attributes required by this industry because they claim that there is a disconnect between industry needs and event management curricula. The influence of the pandemic means that event management curricula need to be adapted to a new set of industry needs. Therefore, it is important to explore event managerial views on: (1) how the event impact is translated; (2) the opportunities that have arisen as a result of the pandemic; and (3) the key skills and attributes that are required if the industry is to move forward. It is the purpose of this article to explore managerial perspectives, while also contributing a theoretical framework on the key foci that will reshape the event industry. Accordingly, the structure of our article is as follows: firstly, we use a theoretical framework on transformative and resilience-related theories to help us understand the phenomenon; we then present exploratory findings based on empirical research undertaken. Finally, we design a framework drawn from qualitative data that contributes insights on the theoretical and practical implications for the events industry.

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