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Immersive event experience and attendee motivation: a quantitative analysis using sensory, localisation, and participatory factors

Immersive event experience and attendee motivation: a quantitative analysis using sensory, localisation, and participatory factors

Sobitan, Abiola and Vlachos, Peter ORCID: 0000-0002-4870-9006 (2020) Immersive event experience and attendee motivation: a quantitative analysis using sensory, localisation, and participatory factors. Journal of Policy Research in Tourism, Leisure and Events. ISSN 1940-7963 (Print), 1940-7971 (Online) (In Press) (doi:https://doi.org/10.1080/19407963.2020.1721638)

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Abstract

‘Immersive events' is a growing category within the range of event typologies that includes participatory theatre, interactive launch parties, ‘escape rooms’ and dress-up cinema. A conceptual model reflects three core elements of the immersive events: Interaction, Sensory experience, and Localisation. A targeted online survey obtained a sample of n = 201 participants who had attended an immersive event within the past year. The results reveal that novelty and entertainment are highly important to attendee motivation. Gender, marital status, age, and education affected attendance patterns. Attendees were drawn to the uniqueness and participatory aspects of the immersive event. Deterrents to attendance were cost and perceived value. Rapid developments in digital technology suggest even greater degrees of immersivity on the horizon. These findings offer a timely contribution to the better understanding of the immersiveness concept, and its influence on attendee motivation and experience.

Item Type: Article
Uncontrolled Keywords: Immersive events, participatory theatre, experience economy, attendee motivation, audience experience
Subjects: H Social Sciences > HM Sociology
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 21 Feb 2020 08:50
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
URI: http://gala.gre.ac.uk/id/eprint/26988

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