Recognizing Events 4.0 : the digital maturity of events

Ryan, WG; Fenton, A; Ahmed, W; Scarf, PA

Abstract

• Purpose – The purpose of this research is to explore and define the digital maturity of
events using the Industry 4.0 model (I4.0), to create a definition for Events 4.0
(E4.0) and to place various relevant technologies on a scale of digital maturity.

• Design/methodology/approach – In a mixed methods approach, we carried out a
qualitative social media analysis and a quantitative survey of tourism and events
academics. These surveys and the thorough literature review that preceded them
allowed us to map the digital technologies used in events to levels of a digital
maturity model.

• Findings – We found that engagement with technology at events and delegate
knowledge satisfactorily coexists for and across a number of different experiential
levels. However, relative to I4.0, event research and the events industry appear to be
digitally immature. At the top of the digital maturity scale, E4.0 might be defined as
an event that: is digitally managed; frequently upgrading its digital technology; fully
integrates its communication systems; and optimizes digital operations and
communication for event delivery, marketing, and customer experience. We expect
E4.0 to drive further engagement with digital technologies and develop further
research.

• Originality/value – This study has responded to calls from the academic literature to
provide a greater understanding of the digital maturity of events and how events
engage with digital technology. Furthermore, the research is the first to introduce
the concept of E4.0 into the academic literature. This work also provides insights
for events practitioners which include: the better understanding of the digital
maturity of events, and the widespread use of digital technology in event delivery.

Citation

Ryan, W., Fenton, A., Ahmed, W., & Scarf, P. (2020). Recognizing Events 4.0 : the digital maturity of events. International Journal of Event and Festival Management, 11(1), 47-68. https://doi.org/10.1108/IJEFM-12-2019-0060

• Journal Article Type: Article
• Acceptance Date: Dec 20, 2019
• Online Publication Date: Feb 12, 2020
• Publication Date: Feb 12, 2020
• Deposit Date: Jan 2, 2020
• Publicly Available Date: Jan 6, 2020
• Journal: International Journal of Event and Festival Management
• Print ISSN: 1758-2954
• Publisher: Emerald
• Volume: 11
• Issue: 1
• Pages: 47-68
• DOI: https://doi.org/10.1108/IJEFM-12-2019-0060
• Publisher URL: https://doi.org/10.1108/IJEFM-12-2019-0060
• Related Public URLs: https://www.emerald.com/insight/publication/issn/1785-2954