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Event Management, Vol. 23, pp. 721–732 Printed in 1525-9951/19 $60.00 + 0.00
the United States. Copyrighted. DOI: https://doi.org/10.3727/152599519X15506259855625
E-ISSN 1943-4308
Copyright © 2019 Cognizant, LLC.
www.cognizantcommunication.com

TOGETHER: A DISCOVERY

EXPERIENCE VIRTUAL EVENTS

OLIVIA WREFORD,* NIGEL L. WILLIAMS,† AND NICOLE FERDINAND‡

*Director of Growth and Business Development, Wasserman, London, UK

†Faculty of Business and Law, Portsmouth Business School,

University of Portsmouth, Portsmouth, UK

‡Oxford Brookes Business School, Oxford School of Hotel Management,

Headington Campus, Oxford, UK

After 50 years of development, virtual reality (VR) is now available to consumers. The event organization industry has
Start adopting this transformational technology by implementing it into live events or using it as one
alternative methods for delivering event experiences. However, very few studies have attempted to compare the experiences
real and virtual events to understand the benefits and limitations perceived by users. Using Uses and Gratifications Theory
(UG), this study aims to understand the possible user benefits brought about by virtual event experiences
again. A protocol was designed that incorporated viewing a VR experience similar to an event the respondent had attended
attended before. They were then interviewed and given a product reaction card exercise to compare their experiences
me.

Data analysis shows that current 360 VR technology can be used to expand escape experiences but
does not replace in-person events. Respondents indicated that VR provides possible emotional satisfaction
Build positive relationships with event organizations and brands. However, VR in its current form does not deliver
as socially and sensoryally satisfying as live events. Therefore, VR can be used to deepen relationships
relationship with current participants or encourage their participation at future events.

Keywords: Virtual reality (VR); Virtual community; Tourism; co-creation

Introduce (VE) through interaction and engaging content (Marchiori, Niforatos, &

Preto, 2017). VR has numerous applications in both the academic and

The past decade has seen the re-emergence of real commercial worlds, ranging from rehabilitation research (Howard, 2017)

virtual reality (VR) (Frew, 2016; Stein, 2016), often described as a method to evacuation design

of immersing users in a virtual environment due to fire (Kinateder et al., 2014). Events

cognitive side.

Address correspondence to Dr Nigel L. Williams, Reader, Project Manager, Faculty of Business and Law, Portsmouth Business School, University of Portsmouth, Richmond
Building, Portland Street, Portsmouth, PO1 3DE, UK. E-mail: nigel.williams@port.ac.uk or
mrnigelwilliams@gmail.com

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722 WREFORD, WILLIAM AND FERDINAND

The industry has shown growing interest in VR, and Literary criticism

organizations have begun incorporating the technology

into planned events (Mintel, 2016a, 2016b, 2016c) such Event experience is defined as the interaction of

as the Consumer Electronics Show. use, Waze (http:// Attendees with planned activities have entries

app.sparksonline.com/company- news/sparks-waze-vr-highlighted- destination (Chen, Singh, Ozturk, & Makki, 2014).

by-bizbash) product launch; The National Basketball Association (NBA) It has been conceptualized as transformative because of experiences

broadcasts one game per week via VR (https:// This experience takes participants out of their daily routine

watch.nba.com/page/vr); and the Red-bull Air Race (Pine & Gilmore, 1998) using the spatial and temporal arrangement of event

(http://www.redbullairrace.com/en_ elements (Richards, Marques, & Mein, 2014). Others suggest that soy sauce

GB/emulator). Social agency determines event experience (Arnould & Price,

VR technology has evolved since the first Sensorama in 1993) is the meeting of participants or “plus

1962 to current head-mounted displays (HMDs). contract” of an event (Morgan, 2008). These interactions can lead to unplanned

(Stein, 2016), such as Oculus Rift (https:// outcomes (Lee, Brown, King, &

www.oculus.com/) or HTC Vive (https://www.vive.com/uk/), headsets that block Shipway, 2016.), brings sudden benefits (sensory or

the user's peripheral vision to provide a wide field of view (FOV). HMDs are behavioral) or emotional outcomes for participants (Geus,

lightweight, comfortable, and fully immersive (Pope, Dawes, Scheweiger, & Richards, & Toepoel, 2016). In previous areas of research have identified the

Sheikh, 2017) and can provide two types of content, rendering (computer- sensory and physical aspects of

generated images event experience (Getz, 2008, 2012). In th area

created) and recorded (footage with 360° FOV), usually Second, research has identified emotional outcomes (Chen

called three sixty-degree (360°) videos et al., 2014) and cognition (Ayob, Wahid, & Omar, 2013).

(Meinel, Heß, Findeisen, & Hirtz, 2017). While event attendance can stimulate social identity development (Schmitt,

HMDs have been used to display computer-generated imagery (CGI) 2003), the presence of

as part of research on mental health issues (Dibbets & Schulte-Ostermann, others are not only positive. Social interaction

2015), architectural planning (Maffei, Masullo , Pascale, Ruggiero, & Romero, at events can also stimulate negative reactions, and the company of others can

2016) and physics. -cal rehabilitation (Carlozzi, Gade, Rizzo, & Tulsky, contribute to feelings of insecurity and fear (Nordvall, Pettersson, Svensson,

2013). HMDs have advanced further and can now deliver 360° recorded

content (Barnes, 2017) & Brown, 2014).

Traditionally, event activities are organized in a physical environment

from real environments, which are considered more realistic than CGI that provides the framework or event context within which activities and

VR (Pope et al., 2017). In the field of tourism, students interactions take place (Ferdinand & Williams, 2018). However, recent

Authors used the Technology Acceptance Model perspective to determine the developments in technology have offered an alternative

extent to which VR can influence the intention to visit a

destination (Huang, Backman, Backman, & Moore, 2013) and a heritage site simulation. VR, as described by Bates-Brkljac (2012), is too
(Chung, Han, & Joun, 2015). More recently, receive process that replaces “real images, sounds, and touches with computer-

awareness of presence and its impact on experience generated illusions” (p. 52) to create a virtual environment (VE) for users to

virtuality has been explored in tourism (Tussyadiah, Wang, Jung, navigate into and interact with.

& tom Dieck, 2018) and events (tom Dieck, Jung, & Research shows that, like events, VR can also stimulate physical and emotional

Rauschnabel, 2018). Getz (2016) asks “Will virtual reality replace live event responses (Meinel et al., 2017). Recent developments in technology

experiences?” (p. 172), implying that users can receive equal satisfaction

from virtual and in-person experiences. This study proposes to investigate this now allows users to experience real-life videos through

issue by determining people's satisfaction level through 360° filming and live streaming; 360° is the use of special camera

systems to capture real-world scenes in all directions and can be transmitted

Use gained from a 360° VR event experience. through multiple VR devices (Meinel et al., 2017). Possible event locations

replicated through 360° VR and

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EXPERIENCE VIRTUAL EVENTS
event experiences can be simulated (Marchiori et al., 2017). VR has been
shown to be a useful tool for marketing tourism experiences because it is
difficult for customers to evaluate without interaction (Wan, Tsaur, Chiu &
Chiou, 2007). VR is possible
performs the same role for events that have been restricted - shown in
360° format, from sporting events
(https://
www.youtube.com/watch?v=BPPhuPgIp6g), to functional departments
company's capabilities (https://www.youtube.com/
watch?v=1ji220_ULAU&t), to festivals (https://
www.youtube.com/watch?v=j81DDY4nvos).
VR tension versus live events
The recent price reduction of VR headsets has allowed access
a larger group of interested users are looking for a way
view events in this format (Slater & Sanchez-Vives, 2016). Finally, VR
content can now be distributed on social media platforms such as
YouTube and Facebook, increasing the availability of content
(Nasrabadi,
Mahzari, Beshay, & Prakash, 2017). Related work already
suggests that although in theory, experiencing a mediated live event can
provide sensory and social benefits,
association (Mueser & Vlachos, 2018), but these benefits have not yet been achieved
verified experimentally in VR content.
Use and satisfaction of VR event content
VR research in related fields has been criticized
citation is non-theoretical (Yung & Khoo-Lattimore, 2017). When theory was
used, it applied frameworks such as the Technology Acceptance Model
mentioned earlier and the Theory of Planned Behavior (Han, Yoon, &
Woods, 2016) to consider
The engine uses VR technology. By capturing a live experience, VR can
be a type of recorded medium.
Uses and Gratifications (U&G) theory was developed from
observe users' interactions with mass media and seek to understand the
benefits or satisfactions derived from these interactions
(Lichtenstein & Rosenfeld, 1983).
satisfaction in the experience. Although presence can be influenced by
including by the technological aspects, but also the nature of the contentallowing users to increase their understanding of a certain issue. Emotional satisfaction,
including the escape from daily routine, can also be had VR will also affect the user's sense of presence from interacting with media content. Beyond history
(Peperkorn, Diemer, & Mühlberger, 2015). Unlike other media, VR can provide personal satisfaction (Swanson, 1992), the media is physical and is used as a
therapeutic tool.
can satisfy relational needs such as enhancing the user's status with
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723
a certain group (Karapanos, Teixeira, & Gouveia, 2016).
U&G's approach has been criticized because it does not consider
Institutional logics such as external, macro-level political, social or
cultural factors can influence the perception of specific media sources and
thus the benefits derived from them (Papacharissi, 2009 ). While public
platforms
Digital technologies such as social media can extend the gratifications
provided by mass media to include entertainment, affection, fashion, and
sharing (Quan-Haase & Young, 2010). , virtual communities and mobility
(Sundar & Limperos, 2013), the costs of these benefits are not fully
understood. However, U&G's focus on individual user interactions allows
for examining the benefits derived from both the media and format
characteristics of
technology such as VR (Haridakis, 2013).
VR offers additional possibilities for satisfaction based on navigation
or the ability to control the perspective from which the content is experienced
(Sundar, 2008). This allows VR to provide physical, emotional, and
cognitive satisfaction
(Murray, Neumann, Moffit, & Thomas, 2016) with a tie
entry (being there) and presence (Sundar & Limperos, 2013). In
In VR research, emotional satisfaction is a popular subject area and has
been studied across many other disciplines.
each other (Dibbets & Schulte-Ostermann, 2015; Kwon, Powell, &
Chalmers, 2013; Serrano, Botella, Baños, & Alcañiz, 2013).
Using VR, emotions such as happiness, sadness, boredom, anger,
and anxiety were successfully evoked (Falconer et al.
al., 2014).
Immersion is described as the feeling of being inside a VE, allowing
users to escape the real world in a way different from viewing content in
other media (Rebelo,
Noriega, Duarte, & Soares, 2012). HMD has headphones to offer
Highest level of immersion in existing trading systems
yes (Pope et al., 2017).
A related aspect is presence, in which the person
using conscious awareness of being in a VE (Gutierrez, Vexo, & Thalmann,
2008) and being able to navigate Media content can provide perceived
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724 WREFORD, WILLIAM AND FERDINAND

Stimulates muscle growth (Kilteni, Grau-Sánchez, Veciana event organizers meet one of the specific criteria (Palinkas et al., 2015): 1)

De Las Heras, Rodríguez-For-nells, & Slater, 2016). These I have ever watched a live NFL game; 2) I have ever watched a semi-

This satisfaction is summarized in Figure 1. professional or professional basketball game live; 3) I went to a concert

and liked the band Kasabian.

Recent literature has used VR to compare user behavior, interactions, and

perceptions of the real world and corresponding CGI virtual worlds (Maffei et Ten interviews were conducted over 2 days

al., 2016). Until now, the types of entertainment provided by VR festival (February 15–16, 2017), with the process described in Table 1. Each semi-

and event content were unknown. This study seeks to structured interview was 45–60 minutes long.

minutes to explore perceptions of VR. These interviews incorporated product

determine the level of satisfaction that viewers of VR content receive reaction card (PRC) activities, an approach designed to facilitate immediate

by comparing users' perceived experience of a real-world event with a comparisons of products (Benedek & Miner, 2002). This approach is used

360° VR simulation of the type of event they have previously attended. as an activity to compare the VR event experience with the recall of the event

experience, in order to better understand the intangible aspects of the event

experience

virtual and real user. The Benedek and Miner (2002) toolkit contained
Research Methods
an initial set of 118 words, which were reduced to 55 words to focus on words

A flexible qualitative approach was used related to real and/or virtual event experiences. This method was previously

data collection combined with viewing similar VR content intended for comparison

an event the respondent had previously attended with interviews and product User experience of a real building and virtual model

reaction card testing. This method is influenced by Kara's approach- respectively (Kuliga, Thrash, Dalton, & Hölscher, 2015). After

When exposed to the VR event experience, participants were asked to select

panos et al (2016), examined the memorable experience of five words from a modified but not limited list. Each word is then discussed,

users on social networks. allowing for a deeper understanding of the rationale behind each choice. This

This approach encourages participants to focus on a specific experience in an activity is repeated when the topic of conversation turns to recalling an

attempt to minimize recall bias by allowing users to compare perceptions of event experience. Afterward,

past and present activities (Sheldon, Elliot, Kim, & Kasser, 2001). the words were formatted into a diagram depicting all the words chosen to

Respondents were recruited using chain referral sampling to identify describe both event experiences.

respondents with specific characteristics from a subset of the general

population. Individuals were recruited from London

In the findings below, participants

are referred to by the following codes: P1 (Office Manager), P2 (Account

Manager), P3 (Operations Manager), P4 (Senior Designer), P5 (Head of

Talent), P6 ( Technical director

number), P7 (Project Manager Jr), P8 (Account Manager Jr), P9

(Account Manager A), P10 (Account Manager B). With the

With permission of the participants, the interviews were

recorded and transcribed (Richards, Marques, & Mein, 2015)

(see Figure 2).

Data analysis

First, selected terms from the PRC activity such as “compelling”,

stimulating” and “unique” are summarized using a diagram (Figure 3). Next,
Figure 1. User satisfaction with media types.

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EXPERIENCE VIRTUAL EVENTS 725

Table 1
Research Protocol

Minute Detail

0–5 Brief introduction, including details of the entire research project

Participants sign a consent form confirming their ability to participate in the VR experience

5–15 Participants experienced a short 360° VR event on the HTC Vive

• Michigan Game Day in VR (https://www.youtube.com/watch?v=B30AmPhRXxo&t)
• Experience basketball (https://www.youtube.com/watch?v=wq6a7ncMugQ)
• Shrillex Live at Electric Daisy Carnival Brazil https://www.youtube.com/watch?v=3uhmA5dCk40
Participants are led into the interview room

15–25 Opening question

Introducing product reaction card activities for VR event experiences
The product reaction card operation is complete
Participants describe why they chose each word

25–35 5 additional questions were asked related to the VR event experience

End of conversation about VR

35–45 Introduce a Product Reaction Card activity to recall the event experience
Product Reaction Card activity is complete
Participants describe why they chose each word

45–55 An additional five questions were asked regarding recall of an event experience
End the conversation about the event experience

55–60 Final comment and question clarification

Note. HTC Vive headset specifications: Model 0PJT100, includes SteamVR Tracking 1.0 technology. Computer components used for HTC Vive: (1)
Operating system: Windows 10 Home 64-Bit; (2) CPU: Intel Core i7-6950X; (3) Graphics card: EVGA GeForce GTX 970 x2 (SLI option).

The text of the interviews was transcribed and These codes are then tested iteratively
coding (Braun & Clarke, 2013). Using an iterative approach, and gather into related groups. These groups of codes were
the open coding method was first applied to text transcribing then classified by comparison with the user satisfaction
users' perceptions of VR (Silver & Lewins, 2014). literature into themes
(Table 2). These topics are categorized into

Figure 2. Participants experiencing VR (private collection).

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726 WREFORD, WILLIAM AND FERDINAND

Figure 3. Product reaction card.

the satisfaction provided by the VR experience and the satisfaction the Having past experience is beneficial because you can draw
on those real-life experiences but you can also compare it.
customer desires that the VR experience does not provide.
(P10)

VR has previously been found to be able to recall memories

memory in the past (Freeman et al., 2014) and this study

Build the theme extends this finding to show that VR can provide incentives

users recall past event experiences.

Emotional memory satisfaction

Liu, Sparks, and Coghlan (2016) posit a variety of positive and negative Automatic immersion

emotions that can be experienced at events. From a product feedback

mandate, a VR event experience is said to create a sense of excitement Immersion and presence are closely linked

(engagement, fun, fun) in a similar way to an in-person event (Howard, each other (Peperkorn et al., 2015) and people

2017): provides information that the VR event experience has attracted users'
attention. Furthermore, users can automatically access the experience
without much concern.

board 2

Satisfaction with virtual reality (VR) event experiences

satisfaction Product response tag terms specified

Satisfaction is provided
Stimulating emotional memory: Feelings evoked by VR Stimulating, exciting, fun, busy
Automated inclusion: Accessibility and control Accessible, engaging, personal, easy to use,
immersive experience suitable and valuable
Novelty: A new experience for the first time New, unique, attractive
Desired satisfaction
Virtual community: The social feeling evoked by virtual Inclusive, inviting
experiences
Sensory realism: The multisensory experience of events Low quality, isolated, uncomfortable
Realistic perspective: The perspective of actual experience Rigid, predictable, delusional, disappointing

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EXPERIENCE VIRTUAL EVENTS 727

employee intervention. PRC task identifies words experience . it's . . you have no one to share it with. I think
hard to feel like you're connecting with anyone
like accessible, attractive, personal, easy to use, relevant, yes
other. (P2)
value. Users claim that 360° footage helps too
soaking process:
This shows that despite being immersed in water, VR did
Real footage is more stimulating than computer-generated footage, does not simulate a sense of belonging or community.
because it's actually like you're there so it makes it more realistic. (P1)

Physical

All informants admitted that

During VR viewing, feelings of discomfort or nausea occur due to the
they are excited about the VR experience, this confirms
user's inability to control the pace or focus of the experience (Stein,
Barnes' (2017) description of 360° absorption:
2016), which is a common and adverse effect of VR (Treleaven and al.,
2015).
I think it felt quite natural that when they scored, everyone cheered.
But then with other entertainment, like kiss cams, you obviously
have to line up to react a certain way. (P8)
I actually felt a little nauseous at first, but I think that was when
the camera left the car and then turned around to enter the stadium.

VR content is considered stimulating and interesting; 360° okay

(P3)
Description is representative of real life:

What is interesting is that the word “uncomfortable” was chosen for the whole thing

live events and VR. For events, one person pays

It was amazing, both the music and the content (in VR), was exactly
words pointed out:
what I saw when I went to the Isle of Wight Festival. (P5)

The crowd got busy and busy as we walked in, but the music wasn't
annoying, it was more the scene, there were mosh pits going on, so
The theme below is satisfaction desire to be confirmed we
from analysis that VR experiences do not provide. come out soon.

For VR:
Virtual community

It's so annoying, because it makes me feel motion sick.

At live events, interviewees felt connected to those around them In any case, I probably get motion sickness quite easily, but I think

because they were because I spent so much time spinning around because I wanted to
see everything, that was the only thing that bothered me.
Share and enjoy similar experiences with others
Headphones do not cause discomfort.
Like-minded (Getz & Robinson, 2014):

You feel like you have a feel for the department's behavior

lost. . . . You have your side, you have your group, because
so you feel that sense of community and that inclusive nature. (P8) In the first case, discomfort arises due to the possibility
possibility of collision with other attendees. In

In the second case, physical discomfort comes from the

This tribal behavior is the main sign of the community Eager to explore the user's VR experience. Detect
(Malgorzata, 2014) and crowds can create a positive atmosphere at This indicates that physical comfort is sought not only in the equipment but
music festivals. Informants felt that being in a crowd gave them benefits also in the delivery of the experience.

opportunities to mingle and enjoy; However, the crowd is fine Sensory realism

Description is unpredictable. Informants did not feel any such connection

Informants found that the VR audio described was inconsistent with
to the temporal community in VR:
real-life audio. This

can be a limitation of the recording device, audio type, headphones, or

50% of attending events is attending with the people you share a combination of these (Lelyveld, 2015):

them with. When you are in VR

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728 WREFORD, WILLIAM AND FERDINAND

I think it lacks the bass and resonance you associate with audio. Even experience that gives users little control as they engage in a storytelling
though they sound similar, they don't feel the same. Because you can hear journey (Lelyveld, 2015):
people stomping their feet, but you'll also feel them stomping their feet.
That's the only difference. They're actual sounds, but if I'm in the room, I'm
But I do feel limited because you're watching
playing
passively. (P4)

Experience them differently. (P8) Although VR can provide exclusive content that these

event attendees were not accessible but some

Martins, Gonçalves, Branco, Barbosa, and Melo (2017).
Informants became frustrated with predetermined views. They claim VR
realize that audio is just as important as video; therefore, this may be a
experiences
shortcoming in the VR event experience. Overall, VR event
does not allow the same degree of freedom as in real events:
experiences can be admittedly stimulating to the eyes and ears, but

are not consistent with the experience

experience multi-sensory events. Not being able to change what you're looking at can be quite frustrating. I
wouldn't say it detracted from my experience because it was so
short, but if I was watching an entire match for example and it was stuck
on panoramic view, I think I might feel disappointed. (P2)
Realistic perspective

Apart from feeling, the perspectives given earlier are not considered
reality. Some people provide information
Other informants pointed out that the lack of narrative made it
news felt that the perspective was unnatural to the average consumer, difficult for them to connect with people
as the content was filmed in places that attendees could not access:
in content:

It's great to have a story. As a snapshot it works great, but if you want
What technology position are you in? . . you are not in a busy area any . A storyline would be better. (P3)
busiest. That's not where you'd choose to be. It cuts across the natural Which is deeper? .
. . host at a concert. .

a little bit of realism, because if you've never worked

in that space you will never get anywhere
Discussions
there. (P10)

Although technology has been considered a threat to the industry

The main goal of VR is to create immersive environments
event organization (Getz, 2016), but delivering event experiences
trust (Disztinger, Schlögl, & Groth, 2017); Therefore, the
through VR has certain limitations, which can currently affect the
Lack of realism can be a shortcoming in VR event experiences. What's
virtual event experience. This may be a consequence of the current
interesting is the effort to provide a superior experience (the point is
technological boundaries of the VR paradigm (Rebelo et al., 2012), as well
not for attendees
as the lack of research on consumer experiences of VR head-mounted
normal) has reduced perceived realism and
displays (Gugenheimer , Wolf, Hass, Krebs, & Rukzio, 2016). Subsequently,
thus reducing the presence and immersion of the experience. Interestingly,
360° VR event experiences are mainly described as lacking the
participants acknowledged health, safety, and risk as important
sensory stimulation and community that are important elements to the
components of event design (Bladen, Kennell, Abson, & Wilde, 2012) and
event experience
saw limitations in real world events one

(Berridge, 2015).
positive way:

The common area has free roaming service to help people have more
UG theory is a useful approach to understanding perception
experiences and freedom in shopping and . The restrictions are only there
enjoy. . for everyone's safety
users' perceptions of virtual event experiences.

People. (P5)
UG was used to test how users achieved

emotional satisfaction from media as well as an escape from real life. This
The PRC mandate identified words like “predictable” and “rigid,” research extends UG knowledge to new satisfactions experienced by users
suggesting that viewers felt they were not part of the process. A passivity

gained from event VR experiences. Current UG research

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EXPERIENCE VIRTUAL EVENTS
does not consider the social satisfaction of the community. Users in the
study found it difficult to build attachments in VR because social
interactions go beyond visual and
hearing (Lee et al., 2016). This social feeling has
both physical and mental components.
Informants mentioned that they could sense physical movements at real
events as well
like feeling a social presence at live events
next, something that the VR experience does not offer. VR event
experiences can be considered content-based experiences
richness of the individual, requiring passive and non-passive participation
has rich sensory stimulation, perceived as realistic
more (Martins et al., 2017).
Previous research on VR has established that a narrative can
contribute to a realistic and lived nature
dynamics of VR experiences (Aylett & Louchart, 2003). Although
However, a guided or directed approach to content delivery is used by VR
experience designers
received positive reviews from users. Compared to a live event
continues, no moment of discovery or serendipity is possible
Enhance event experience. Also, while researching
While currently determining the impact of technology on the quality of
VR experiences, research has not yet considered the need for
perspective realism.
VR has also been positioned as a medium that provides access to
perspectives not otherwise available to a typical attendee. However,
that potential advantage
was not viewed positively by respondents and
Paradoxically, it reduces the authenticity of the experience.
For events, constraints such as security and viewing angles contribute to
an authentic experience. VR removes these constraints that may be
perceived as unnatural by observers.
However, VR can be used to expand the context
to sue. Unlike simultaneous live streaming, VR offers the opportunity
to reflect on past events where possible
Cannot be performed in the presence of others.
VR users in the study were able to recall past events and specific points
of interest.
VR has been used as a tool to aid recovery from trauma by allowing viewers
to confront and overcome bad memories. This study shows that VR can
also be used to do the opposite: recreate and encourage the development
of good memories. This provides the opportunity to use VR to expand
the experience space over time
and geography. By allowing viewers to recall moments
moments of excitement,
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729
it can build more positive associations and stronger feelings towards the
event and its activities.
This extended experience framework can also be used to provide access
to users who cannot be physically present at the time of operation.
Conclusion and recommendations
The conventional view is that VR event experiences are
currently unlikely to replace physical event experiences because
the benefits do not exceed those of the actual event (Adema & Roehl, 2010).
Others suggest that individuals will attend virtual events when physical
events are not available (Getz, 2016). However,
This study shows that both views are incomplete.
Users can get sensory satisfaction from
virtual events even after they have seen live action
followed as a way to privately relive the experience. In this way, positive
experiences can be revisited and reinforced, strengthening feelings or
emotions towards a particular brand, sports team or performer, increasing
loyalty. Since events take place in stages, this element can be valuable
for the whole family
researchers and practitioners. Academic research in
The future may consider the role of VR in establishing and maintaining
event branding. VR can play a role in developing network identities that
can link potential customers to destinations (Williams & Hristov,
2018).
Organizations may want to determine the appropriate type and scale
of VR for brand development. Furthermore, content and design can give
users the opportunity to become active participants rather than simply
passive viewers. Since 360° recording equipment is on sale, there may be
co-creation opportunities with attendees (Mathis, Kim, Uysal, Sirgy &
Prebensen, 2016.). Organizations can promote
Encourage attendees to capture moments from perspective
fans and can share on social networks. For organizations with significant
amounts of resources, organizations can develop longer VR experiences
using guided storytelling, which can increase engagement and
interact.
An option can be given to allow viewers
Explore alternative, unscripted perspectives.
Point of view selection is a recommended method for introducing user
interactions, which can reinforce the feeling
presence (Carrillat, d'Astous, Bellavance, & Eid, 2015;
Stein, 2016). Comment
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730 WREFORD, WILLIAM AND FERDINAND
or feedback from previous users may also be submitted in
advance as a means of simulating a general VR experience,
distinct from individual viewing of the content.
Implementing a clearly defined storyline can provide users with
the necessary context to avoid confusion or disorientation. VR event
experiences can also be designed to incorporate additional
senses, which can bring a new level of
greater inclusion and presence (Martins et al., 2017). During the
recording phase of VR content, the camera device must be placed
in a natural position and avoid movement. Producers can also use
“all-in-one” filming equipment, e.g
16 Jump 360 cameras (Anderson et al., 2016). These considerations
can improve authenticity and increase the feeling of presence.
Additionally, creators should consider the intended sound design
when recording live audio (Lelyveld, 2015). High-quality audio can
be achieved through sophisticated recording equipment and high-
spec headphones, which can increase the sense of immersion.
Future research could also examine the satisfaction derived from
sharing VR experiences. If VR can be used to encourage the recall
of specific memories, then sharing this content could provide social
memory satisfaction for both source and recipient.
Presenter
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