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The future of transformative events: an event leaders’ perspective

Barbara Neuhofer (Department of Business and Tourism, Fachhochschule Salzburg GmbH, Salzburg, Austria)
Krzysztof Celuch (Faculty of Economic Sciences and Management, Nicolaus Copernicus University in Torun, Torun, Poland)
Ivana Rihova (Tourism – The Business School, Edinburgh Napier University, Edinburgh, UK)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 24 April 2024

Issue publication date: 2 September 2024

442

Abstract

Purpose

Focussing on the perspective of business event leaders, this study aims to explore the future of transformative experience (TE) events, recognising a paradigm shift from organising conventional events to designing and guiding TEs in the meetings, incentives and conferences as exhibitions (MICE) context.

Design/methodology/approach

Using a qualitative interview-based design, insights from 20 international business events industry leaders were gathered and analysed by using thematic analysis through a multi-step process with MAXQDA.

Findings

The findings discuss the future of transformative events by identifying the paradigm shift towards TE in business events and outline key dimensions of the leader’s and team’s mindset and skills. Five design principles for TE events in the MICE sector are identified: design for change; emotionally experiential environments; personal engagement; responsibility; and transformative measurement.

Practical implications

The study offers a snapshot of how transformative events of the future could be designed and suggests a series of practical insights for MICE event leaders and organisers seeking to leverage events as a catalyst for intentional transformation, positive impact and long-lasting change.

Originality/value

The study adds to the emerging body of knowledge on TEs and contributes to an extended stakeholder perspective, namely, that of business event leaders and their teams who are instrumental in facilitating transformative events. An original framework for designing TE MICE events is offered as a theoretical contribution.

Keywords

Acknowledgements

Funding: This research did not receive any specific grant from funding agencies in the public, commercial or not-for-profit sectors.

Declarations of interest: None.

Citation

Neuhofer, B., Celuch, K. and Rihova, I. (2024), "The future of transformative events: an event leaders’ perspective", International Journal of Contemporary Hospitality Management, Vol. 36 No. 10, pp. 3472-3492. https://doi.org/10.1108/IJCHM-07-2023-1027

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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