The Changing Face of Events After COVID-19: Initial Reactions and Future Perspectives

ABSTRACT

The COVID-19 health crisis has significantly impacted the tourism and events industries, having prompted different responses from stakeholders and decision-makers. Focusing on the initial response from event managers and drawing from their perceptions, this paper outlines the dimensions considered to have been more directly affected by the crisis, analyzing how they shaped event managers’ outlook on the future. In order to provide a comprehensive view, researchers carried out six interviews, having resorted to purposive sampling, as to collect data from managers working with social, corporate, and cultural events. Overall, Operations, Human Resources, and Decision-making stood out as the most relevant dimensions, mostly stemming from the need to act quickly when faced with this unforeseen situation, having had a short- and medium-term impact on recovery prospects. Together with Health and Safety and Customer Relationship Management, these dimensions are expected to play an important role in shaping the future of events, as, in addition to changes regarding the dimension, format, and sustainability, managers anticipate a shift in peoples’ behavior and expectations, which will ultimately affect their experience, calling for different approaches and strategies. © 2022, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.