Impact of Technology on Corporate Events: A Study on the Events Industry and the Corporate Events Sector

This dissertation explores the impact of technology on corporate events in the UK events industry and the corporate events sector. It examines the types of technologies adopted, the roles performed by technologies, the challenges faced, and the ways to overcome them. The study aims to identify the role of technologies in conducting successful corporate events.

DISSERTATION
(Impact of technology on
corporate events)

ABSTRACT
Purpose: The main reason for conducting the present research is to conduct detailed
understanding about the topic and also to get a detailed knowledge about the different practices
that need to be applied by company in order to perform social event in sound manner. It is also
determined that there are various technology which can be used for a sound corporate event
which also helps in overcoming the challenges that can be faced in performing the function.
Methodology: In the existing report various research method will be used for gathering and
analysing information in systematic manner. The present investigation qualitative piece of data is
goatherd that does not deal with numerical information. This research will also use secondary
information for addressing various research question in effective and efficient manner.
Result and finding: In this finding part will also be carried out by using thematic method so that
types of technology and role that is played by technology can be obtained in useful manner. A
deeper data will be get about the impact of technology on event industry in performing there
function.
Conclusion and recommendation: This is the last chapter in which a short summary is provide
about the whole investigation. The recommendation part will focus on providing solution so that
event industry can perform their function in right direction.

Table of Contents
ABSTRACT.......................................................................................................................................2
INTRODUCTION...........................................................................................................................4
Overview of the topic................................................................................................................4
Research Aim, Objectives and Questions...............................................................................4
Rationale of the research..........................................................................................................5
Significance of the research......................................................................................................5
LITERATURE REVIEW................................................................................................................6
What are the types of technologies adopted by events industry and the corporate events sector
of the UK to conduct its corporate events?.................................................................................6
What are the roles performed by technologies to conduct corporate events successfully of the
UK events industry and the corporate events sector?.................................................................8
What are the challenges that would be faced by events industry and the corporate events
sector while using technologies in their corporate events?.........................................................9
What are the ways that events industry and the corporate events sector would use for
overcoming the challenges associated with adoption of technologies in its corporate events?11
RESEARCH METHODOLOGY...................................................................................................13
ANALYSIS....................................................................................................................................17
Types of technologies adopted by event industry and the corporate event sector............17
Roles performed by technologies to conduct corporate events successfully of the UK
events........................................................................................................................................18
industry....................................................................................................................................18
Challenges faced by events industry and the corporate events sector while using
technologies in their corporate events...................................................................................19
Ways that event industries and the corporate event sectors use for overcoming the
challenges and issues related with adoption of technologies in its corporate events........20
CONCLUSION..............................................................................................................................22
REFERENCES..............................................................................................................................25

INTRODUCTION
Overview of the topic
With the changing time every organisation is experiencing digital transformation. The
corporate industry is continuously changing and incredible technologies have become common
place (Spitzer, 2019). There are certain trends like virtual reality which is continuously evolving
and successful. Technology includes any kind of electronic devices, software applications or
tools that assist an organisation to organise successful events (Yateem, Al Dabbous and
Khanferi, 2022). It helps in facilitating scheduling, check-in and scheduling. It assists in creating
robust and advanced presentation, involving staging, lighting etc. Technology holds the potential
to both enhance and enable every type of event (Tan and Zhu, 2022). Therefore, the present
investigation focuses on the collection of information about the impact of technologies over
successful corporate events.
Research Aim, Objectives and Questions
Research Aim:
To identify the role of technologies in conducting successful corporate events. A study on
the events industry and the corporate events sector
Research Objectives:
 To determine the types of technologies adopted by retail industry of the UK to conduct its
corporate events
 To evaluate the roles performed by technologies to conduct corporate events successfully
of the UK events industry and the corporate events sector
 To analyse the challenges that would be faced by events industry and the corporate events
sector while using technologies in their corporate events To examine the ways that events industry and the corporate events sector would use for
overcoming the challenges associated with adoption of technologies in its corporate
events
Research Questions:
 What are the types of technologies adopted by events industry and the corporate events
sector of the UK to conduct its corporate events?

 What are the roles performed by technologies to conduct corporate events successfully of
the UK events industry and the corporate events sector?
 What are the challenges that would be faced by events industry and the corporate events
sector while using technologies in their corporate events?
 What are the ways that events industry and the corporate events sector would use for
overcoming the challenges associated with adoption of technologies in its corporate
events?
Rationale of the research
The main reason of conducting the present investigation is to highlight the significance of
technology for improving the events of an organisation such as meetings, seminars &
conferences, appreciation events, team building events and many more (Govender, 2021). It also
assists me in attaining my two important objectives which are: personal and professional
objectives. In respect of personal perspective, I will get a chance to learn about the different
areas and I will also learn about the different research methods to collect and analyse information
in a systematic way (Kasperson and Kasperson, 2022). In respect of professional perspective, I
will learn about the different advance technologies adopted by retail companies for arranging and
organising events so that their main purpose could be fulfilled. Therefore, the current
investigation helps me in attaining my personal as well as professional goals.
Significance of the research
The present investigation holds great importance as it highlights the importance of
advance technologies for arranging and organising events (Ashraf, 2022). This investigation
holds great importance for researchers because this investigation will act as a secondary source
to collect information about the importance of technologies in conducting successful events.
Therefore, this investigation provides detailed information about the topic of organising events
of corporate.

LITERATURE REVIEW
Literature review is a written document that demonstrates the knowledge and understanding
of the scholarly sources on particular topic. It is a part of dissertation, thesis and research paper
that helps in situating the work in relation to existing knowledge. The main motive of conducting
literature review is to understand the current research in specific field.
What are the types of technologies adopted by events industry and the corporate events sector of
the UK to conduct its corporate events?
As per the viewpoint of He and et. al., (2020), event management is an activity of planning
and organising the social and business events. COVID 19 has created a great impact on the
profitability and growth of event industry but the people who are involved in event industry are
innovative due to which they look out for the survival point in pandemic. The crisis has created a
great impact on the vent industry in terms of face to face events but it also opened an opportunity
for conducting events in new ways such as hybrid events and virtual events. Technology in event
industry plays an important role as it helps in expanding the business and improving the
experience of customers (Perić, Vitezić and Badurina, 2019). Due to COVID 19, people
generally attend digital meeting and events including workshops, conferences, company
meetings, customer meetings, webinar, briefings and etc. There are various technologies which
are used by event planners, these technologies helps in saving time and also it is cost effective. It
helps in providing better communication and better networking with their attendees. The
technologies which are taking over the event planning industry are event management apps,
social media, email marketing, marketing automation, live streaming, facial recognition, etc.
Facial recognition for contactless check-ins:
It is one of the latest technologies which is adopted by event industry and corporate events
sector of UK to conducts its events in smooth and efficient manner. The facial recognition
technology is used at number of events from conferences, trade shows, club nights and matches.
Through implementing this technology, a smart event is held which allows contact less check-
ins, automated which helps in reducing waiting time and interaction between event staff and
attendees. The facial recognition technology also helps in reading body language and facial
expression due to which event manager can predict the mood of attendees by taking feedback.

By adopting this technology, event planner can speed up their check-ins, collect more valuable
leads by tracking attendee and also improves security by tracking attendee’s visits to booths.
Event diagramming in 3D:
It is another technology which can be used by event planner in order to attract their
customers for conducting corporate events. It is the responsibility of event planner to have
complete information of the event which they are going to conduct. They must have detailed
picture of an event layout to ensure seating, cabling, effective floor plans, lighting and other
room elements (Xu, Wong and Tan, 2021). The event diagramming tool helps in facilitating the
communication and also it helps in reducing headache of client by giving them peace of mind
and leaves nothing to chance on big day of corporate event. Through this tool, event planner can
take their clients on 3D fly thoughts to clarify the vision. It also helps in employees to easily
identify and accommodate guests and VIP’s with special request. Thus, this technology can be
used in corporate events as it helps in improving the relationship by empowering to seat their
guest where they want to seat.
(Figure 1: Event Diagramming 3D, 2020)
Live streaming events:

The demand of live streaming is also increasing rapidly due to pandemic which helps in
improving the profitability of event planners. It is becoming essential addition to en event
brand’s social media output as it helps in encouraging consumer trust. Due to COVID 19, the
events are unable to take place live due to which planners have shifted their way of doing events.
In order to reach their customers, event planners are focusing on live streaming technology
which helps in interacting and communicating with attendees in effective and efficient manner.
They are using social media technology in order to conduct live streaming an event. There are
various technologies available for live streaming events such as YouTube live, Facebook Live,
Livestream, etc.
What are the roles performed by technologies to conduct corporate events successfully of the UK
events industry and the corporate events sector?
As per the opinion of Saboo and et. al., (2017), there are various roles which are performed
by technologies in order to conduct corporate events successfully of UK events industry and the
corporate event sector. The event management industry is growing industry and also they are
stepping into future with various technology innovations. The industry is heavily dependent on
the latest technology in order to improve their business performance and productivity.
Nowadays, people don’t use to purchase their event tickets form box office as the event
management organisations and ticketing platforms have bridged the gap between audiences and
event planners (Mair and Weber, 2019). The role performed by technologies to conduct
corporate events successfully are providing the software that helps in saving the time and making
things easy. The software in event industry helps in arranging the data effectively due to which
event planners can immediately start their working on key parts of events. The technology also
helps in creating better communication with parties that are taking part in the planning of an
event due to which they can collaborate with one another. Through proper communication, event
manager can determine whether or not an event will be successful. There are various
technological trends which are changing the way of industry are operating its business such as:
Tickets books and registration:
Without technology, the buying and selling of tickets is considered as hectic and tiring
process as customers has to wait in a line for purchasing the ticket. In order to purchase the
ticket, an individual need to identify the vendor and stand in queues for hours. But due to the
technology in event management industry, people can book their tickets online through mobile

apps and website. The technology registration process helps in engaging audience towards the
event and also it makes easier for them to purchase the tickets (Kitchen, 2019). The introduction
to online booking application helps attendees to choose their seat and avail all the information
related to the event.
Improving efficiency of event:
Technology has played a great role in making event management process efficient.
Through various applications, participants of event can book their tickets by choosing their seat
and also see the event schedule. People generally book their tickets through online booking
application by using digital payment platforms in order to transfer money. Through digital
payment platform, people can easily pay for their tickets from anywhere in the world. Thus, the
technology plays an important role in improving the efficiency of event management business by
making things easier for people.
Flawless communication:
The technology helps in improving the communication between the attendees and event
planner. Communication is one of the factors which are responsible for any unsuccessful or
successful event. Therefore, technology plays an integral role for improving the communication
process between the participants and event manager. The features like social media influencers
and live streaming has influenced the events by changing the way of communication as people
interacts virtually (Jung, Kang and Shin, 2022). From last decade, technology has changed the
game drastically. Through flawless communication, event manager can attract more and more
participants towards the events which help in increasing the profitability of business.
What are the challenges that would be faced by events industry and the corporate events sector
while using technologies in their corporate events?
According to Larivière and et. al., (2017), there are various challenges which can be faced
by event industry and the corporate events sector while using technologies in their corporate
event. These issues can create an impact on the performance and productivity of event business.
It is important for an event manager to overcome these issues in order to run the event in smooth
and effective manner by using different technologies.
Boosting the engagement level of attendees:
It is one of the challenges which are faced by event manager while conducting the event
by using technologies. As due to pandemic, event companies are organising their event virtually

due to which it becomes difficult to keep their attendees engaged in event. If event continues for
long time it reduces the interest level of people due to which event gets unsuccessful. Thus, it is
important for an event planner to carefully planned and manage the event in order to boost the
engagement level of people while conducting event virtually. It is important for an event
manager to focus on offering attractive contents that helps in increasing the interest level of
people. They must focus on keeping the event time short which helps in reducing the frustration
of attendees and also they can present themselves with interest (Tiew, Holmes and Bussy, 2022).
High expectations:
It is another challenge which can be faced by event planner while conducting the event by
using technologies. People generally set their expectation with the event. If the expectation
doesn’t meet it can influence their perception. Nowadays, technology plays an important role in
pushing the customer expectation and forcing the industry to adopt latest technologies. The event
industry is shifting towards attendee centric approach with an aim to improve the experience of
people throughout the event. Thus, by keeping up with high attendee expectation is a problem
which is faced by event planners. The knowledge of attendees is increasing and also they are
becoming tech-savvy due to which it becomes difficult event planner to create surprise factor and
engage them in appropriate manner.
Security and access control:
Security and access control is another issue which is faced by event manger while conduc
ting the event by using technologies. In an event industry, security is the hot topic as the
factors like increased globalisation, security threats and political instability creates challenges for
event industry. Thus, it is important for event planner to have strong security and access control
in order to tackle crowd. They must focus on addressing the process and design of entries,
choosing best technology for situation, establishing right proportion of staff and also focus on
addressing the security needs that matches the event size. Therefore, event planner must focus on
offering crowd control feature that enables event employees to monitors the number of people
who are presented in the room at any moment (Hagen, 2021). Due to COVID 19, the events are
moved online due to which event manager faces time shortage for preparing for the event. It is
important for event planner while conducting online event to protect themselves and their
participants from exchanging confidential information.
Sponsorship programs:

It is another challenge which can be faced by event manager while communicating the
event by using different technologies. In order to conduct the event, sponsorship is requires
which comes in terms of money. The sponsorship program helps in connecting buyers and sellers
together. It becomes challenging for event planner to attract sponsors for virtual events. The
event manager faces difficulty to convince the sponsors due to lack of exposure and immersive
attendee experiences. The sponsors in virtual event usually sign up for lower price as compare to
other event. Thus, technology plays an important role in boosting the sponsors for events as it
helps in offering similar engagement levels to in-person events. The event manager must focus
on developing virtual showrooms experiences and focus on engaging branding opportunities by
delivering high level of visibility across websites, social media platforms and other channels.
What are the ways that events industry and the corporate events sector would use for overcoming
the challenges associated with adoption of technologies in its corporate events?
As per the viewpoint of Wang, So and Sparks (2017), there are various ways through
which event industry and corporate event sector can use to overcome the challenges which are
associated with adoption of technologies in its corporate events. It is important for an
organisation to implement these ways in order to run the event activities in effective and efficient
manner.
Create anticipation and excitement among attendees through smart content strategy:
It is one of the way through which event manager can reduce the challenges which are
associated with adoption of technologies in its corporate events. It is important for the event
manager to create anticipation and excitement among attendees through smart content strategy.
The event planner must focus on building the smart content that engages the audience on virtual
event (Makki, Ozturk and Singh, 2016). They must focus on creating buzz through social
media and also notify the guest that they are offering exclusive content during and post session.
Thus, it is important to keep the event content interesting that helps in establishing trust and
encourages genuine communication.
Encourage anticipation through peer to peer engagement:
It is important for event manager to encourage the participation of attendees through peer to
peer engagement. Event planner must focus on using online event platform with polls live chat
and Q&A features. Through using these tools, event manager can encourage their audience to
become active listener and show their interest during an event. It is the responsibility of event

manager to offer exceptional opportunity to encourage communication among attendees so that
they can interact and explore new things. When the corporate events get off stage, event manager
must allow their guest to explore the networking area.
Get sponsors excited about the world of virtual events:
It is the other way through which event manager can overcome the issues related to
technological adoption in event industry. Event planner must focus on making their sponsors feel
excited for the virtual events which help in raising funds for conducting the event. In order to
attract the sponsors, it is necessary to focus on developing attractive content that generate interest
among sponsors to invest in the event. The event manager must show their financial supporter
that they are conducting the event on global level (Remondino, Penco and Profumo, 2019). The
virtual event helps in reducing the cost of travelling and other logistic expenses. Thus, event
manager must focus on boosting the event marketing in order to attract more and more sponsors.
They must also focus on identifying the customisable virtual event platform so that event planner
can virtualises all the physical elements which sponsors might be seeking for.

RESEARCH METHODOLOGY
Research can be defined as carefully inspecting and investigating about a specific
problem by using various searches method. Research methodology is used to carry out
investigation in systematic manner. It is used to identify, analyse and interpret the data in more
appropriate manner so that aims and objective can be attained in systematic manner. Research
methodology helps researcher to obtain answer for there two main question which are how it will
be gather and what tool and method will be applied to analyse information. Readers use this
section to know the validity and reliability of the data gathers (Rinjit, 2020). The research
methodology explain each and every aspects from collecting to evaluating the data. Various
research approaches and philosophy is used so that information can be identify and measured as
per the selected topic. Research methodology encompass of various elements which are
discussed below using onion framework:
Research philosophy: Research philosophy is a set of belief which tells about the type of
data it is need to be collected, evaluated and used to attain the aim in more appropriate manner. It
is divided into two parts which are positivism and interpretivism. In current research researcher
has selected interpretivism philosophy. The reason behind choosing this philosophy is that it will
helps in gaining detailed insight about the topic in more detailed manner. Another advantage is

that it will helps in identifying the difference between two variables or constant. interpretivism
philosophy also aids in knowing the validity of the gather data and how close it will take to
ascertain the truth. In short through this philosophy researcher gets a true reflection about the
topic. It also focuses on individual rather the responses getting in bulk amount.
Research approach: It is the second layer of the research onion framework. Research
approach is a plan process which helps in testing the theories and hypothesis in more accurate
manner. They are divided into two parts that are deductive approach and inductive approach. The
foremost is used to test the hypothesis with the help of quantitative data and later test the theories
by using qualitative data (Mukherjee,, 2019). As per the current investigation, investigator has
chosen inductive approach because the data which is collected for the chosen topic required
detailed data to test theories in appropriate manner. One of the advantage of inductive approach
is it allow flexibility in data gathering which aids in collecting a true data from the respondent.
Another benefit is that it focuses on building and developing new theories. In this there is no
shortage of time the research can be completed in longer time duration as well.
Research choice: Research choice is classified into two parts which are quantitative and
qualitative. As the name itself say quantitative in which data is in the form of numbers and figure
as well as qualitative data is in words and statement. In current investigation qualitative data is
selected by researcher. The foremost reason behind choosing this is it will helps in gaining
deeper knowledge about the topic which helps in increasing knowledge and skills. To gain data
there is a direct involvement between clients (Bairagi and Munot, 2019). Organising qualitative
data is much easier as compared to data in numbers because it require more knowledge. Another
benefit of using this method is less time and cost will be incurred for gathering data because it
require smaller sample size. Qualitative data is also useful for practical application because there
is more content which is gathered in this.
Research strategy: A research strategy is a systematic plan by plan process which helps
in providing direction to gather data about the ideas and thoughts. There are various types of
research strategy some of them are survey, literature review, focused group, action research,
case study and many more. As per the current research report, researcher has selected literature
review as the strategy. The reason behind choosing this is it will gather data in more quicker and
in less amount. The information which is collected through this will be secondary data. There are

different source to obtained second hand data some of them are books, journal, articles, website
and many more. Literature review is the easiest way for the researcher to gain deeper knowledge
as well as it also helps in gathering vast information.
Time horizon: Time horizon can be defined as a time framework to know the exact point
of time for gathering and completing the research. Cross sectional and longitudinal are the two
time horizon which can be used by the investigator. In present research study, investigator has
selected cross sectional time framework (Mahuika and Mahuika, 2020). The reason behind
opting this research is that information will be gather in shorter time span as well as information
will be get according to the prevailing current perspective. This is also one of the method were
no cost and no time will be required. Cross sectional also observes multiple variables at single
time and can provide snapshot of these variables.
Data collection: Data collection is the process of collecting raw data for the selected
topic. Data collection uses various technique for gathering data. Primary and secondary are the
two data collection technique. Primary data is the first hand data and secondary data is the
second hand information. As per the current investigation, researcher has chosen secondary data
collection method. The main reason behind choosing this method is that gathering this data is
quite easier and less cost will also spend (Säfsten and Gustavsson, 2020). Another benefit is that
it will develop knowledge of the investigator about the topic. There are various ways through
which this data can be obtained such as newspaper, magazine, online site and many more. It also
helps in finding the gap between the existing investigation made by other researcher on the same
topic.
Data analysis: It is the method of inspecting, analysing and evaluating raw data in order
to get useful information about the topic. Thee are two types of data analysis tool which are
frequency distribution and thematic data analysis. Frequency distribution is used for analysing
numerical information and thematic inspect non numerical data. In the current investigation,
researcher has selected thematic analysis. The reason behind choosing is it will evaluate
qualitative data in more accurate manner. In this useful data can be acquired with mass context
and gain understanding.
Ethical consideration: It is a collection of principle and belief that tells the researcher
about the way of conduct they need to follow while collecting information. This is the most

important part as it helps the investigator to gather data without harming anyone feelings and
emotions. In research it is very crucial part as the information is collected as per the society.
There are various ethics which need to be follow; the foremost is gathering data which is
valuable as per the topic (Eisend and Kuss, 2019). Data must be obtained which helps in
maintaining validity and reliability of the investigation. Another ethical value is getting
information with proper consent of applicants. Some of the other ethical consideration are
confidentiality, honesty, integrity, transparency and many more.
Research limitation: There are various research limitation which is faced while gathering
and evaluating the data. The foremost limitation is lack of knowledge about the topic which
affect in developing a smart aim a and objective for the topic. To build objective previous study
need to be done which consume time. Another problem that is faced in managing time in
effective and efficient manner so that desirable time can be given to particular task.
Implementing right data collection method and tool is another big problem as researcher need to
do proper investigation for it (Coombes and Ryder, 2019). Budgeting is the another problem
which is faced by the researcher. Implementing proper cost to each activity is the biggest
problem which is faced by the researcher. Some of the other research limitation are lack of
resources, analysing sampling technique and many more.

ANALYSIS
Types of technologies adopted by event industry and the corporate event sector
As per the above gathered information from the literature review it is analysed that technology
plays a very prominent role in the event industry as it helps in organising events and in providing
excellent services to the clients. With the surge of COVID-19 the event industry got affected
adversely on its productivity and profitability because people stopped organising events with the
fear of getting infected with the virus (Humble sand Kim 2018). The pandemic has created many
problems for the corporate event sector because of decline in face to face events which are the
major of income in the event company. But the event industry has come up with innovative and
creative ideas that help them in conducting events in new and different ways like organizing
virtual events and hybrid events for acquiring safety of people. In the time of complete lockdown
most of the people prefer to attend meetings and events digitally such as conferences, customer
meetings, briefings and webinar. With the use of technology event planners are gaining a good
amount of money and also help them in saving their time which results in good productivity in
the time of crisis. With the use of different technological tools in the event industry helps in
organizing events on various event management apps such as email marketing, social media,
facial recognition and live streaming (Grossi and et.al., 2020). Facial recognition technology
helps the event industry in conducting events online for reducing contact between persons to
prevent the transmission of virus. This technology allows customers to check in speedily and
collect more information about valuable client. Event diagramming in 3D is another technology
that event planners can use to attract customers for organizing events related to corporate. The
event planners provide every detail about the events like seating arrangement, about cabling and
lighting, floor plans and designs which helps in producing effective information to clients. The
demand for online events is increasing now a day’s which increases their profitability and helps
in gaining their market scope back. These technologies help in increasing the trust of customers
towards organizing events with prominent safety which results in increased profitability of the
event company. As COVID-19 has forced events planners to close their businesses in the market
but introduction of new technologies in the event industry has raised their creativity in
organizing events in way people wants. For attracting more customers’ base the event companies
are trying to shift their focus on live streaming which helps in better communication with the

customers in an effective manner. The event company conducts live streaming events through
social media platforms such as live Facebook, You-tube live and so on for attaining and
attracting customers to enjoy happy events by being a part of that. Thus, different types of
technological tools are beneficial for the event industry in organizing events by taking proper
measures of safety and sanitization for customers.
Roles performed by technologies to conduct corporate events successfully of the UK events
industry
As per the above collected information from the literature review it is analysed that for
conducting events the use of latest technology is necessary to sustain in the market of UK and to
attract large number of customers. Adoption of latest technology also helps in gaining high
productivity and profitability in the UK market for attaining and capturing new customers.
People are heavily dependent on online platforms for fulfilling their basic needs and wants and
they do not even go to box office for booking tickets as they book it from the online apps.
Technology has make things easy for event planners which help in increasing their profitability
and productivity of company in the market (Schneider, 2018). The software used by the event
planners helps in saving time and money of the event planners and also helps in providing a clear
picture about their innovative ideas to the customers. With the use of technology, event planners
easily sell and buy tickets online so that customers do not feel stressed and hectic while waiting
in lines for attending the events. Technology also helps in improving the process of organising
and conducting events efficiently so that they customers can easily register on online websites
and book their tickets. Digital platforms also provide easy payment option by which customers
can easily pay and redeem their extra points by doing payment online though different payment
apps. Technology also helps in building effective and strong relations between event planners
and customers by having honest reviews from them on online websites which results in
successful events organization. Communication is considered as the most important element in
every type of field because without communication no industry or company can survive and
attain success in the UK market. Social media influencers and live streaming has captured the
social media platforms and helps in improving the communication level as they interact and
communicate virtually. Effective and strong communication with customers is important for
gaining competitive advantage over the other rival competitors in the event industry (Cepeda and
Arias-Pérez, 2018). Adoption of new technology software helps the event industry in achieving

success and changing the way of organizing events in the situation of pandemic where all people
are afraid to gather at one place for attending an event. Therefore, technology is an important
source in conducting and organizing events in the market of the UK for attracting customers in
the times of pandemic.
Challenges faced by events industry and the corporate events sector while using
technologies in their corporate events
As per the above collected information from the literature review it is analysed that with the rise
in COVID-19 cases globally has created various challenges in the event industry while using
technologies. These challenges and issues has created a great impact on the profitability and
productivity of the event companies as people feel unsafe to conduct a event which includes
large number of people because of virus infection. For reducing the effect of these challenges the
event manager has adopted several ways by which they can survive in the times of pandemic
situation (Pettit, Croxton and Fiksel, 2019). The event manager tries to boost the level of
engagement in attending virtual events by providing attractive content for increasing the interest
of people so that they attend the meeting for a long time . The event manager mainly focuses on
creating a short time event which helps in reducing their frustration and stress in attending that
event. Another challenge that creates a problem for event planners is the high expectations of
customers as they want the event to be perfect and creative. The event manager focuses on
attracting new customers and existing customers by adapting new technologies for attaining high
growth and success in the competitive market. The event industry mainly aims at improving the
experience of customers by giving attractive content and engaging interesting pictures which
helps in fulfilling expectations. Security and safety issues is another challenge that event industry
face at the time of pandemic crisis in the economy like globalisation, political instability and
security issues which decreases the control of event management. For this it is important for the
event planner to focus on having a strong and effective control for handling the crowd in a better
way. The size of event is necessary to note in order to offer secure and safe feeling to employ
better productivity and profitability in the UK market. With the effect of COVID-19 in the event
industry has forced event planners to organize events online according to the changing situations
of not coming in contact with the person physically. So it is important for the event manager to
maintain privacy while conducting events online in order to protect confidential information of
the company from the customers. Sponsorship programs is another type of challenge that event

managers face at the time of explaining events to the prominent client by the use of different
types of technologies. for conducting event at high level creativity and innovativeness it is
important for the event managing company to hire sponsors which provide help in organizing big
events. Sponsors are not easily attracted for investing money in the event management company
and this is the major problem that they face while asking for money for conducting event on a
big scale (Das and et.al., 2019). that is why it is important for the event management company to
invest their efforts in building a strong image in the minds of sponsors. The event planner mainly
focus on developing creative and innovative content online and show attractive designs and ideas
that help in increasing the interest of the sponsor to invest a good amount of money in the
company.
Ways that event industries and the corporate event sectors use for overcoming the
challenges and issues related with adoption of technologies in its corporate events
As per the above collected information from literature review it is analysed that Wang, So and
Sparks there are numerous ways that would be useful for corporate and event related industries
to overcome the issues and challenges that are related with adoption of certain advanced
technologies being used in its corporate events. It is necessary for every company to apply these
methods in order to manage certain event related operations and activities in efficient and
effective ways (MacHardy, et.al., 2018). Create excitement and anticipation between attendees
with the help of smart content strategies It is one of the methods that would assist managers to
lessen challenges that are linked with adoption of new tools and techniques for better functioning
of corporate related events. It is further very necessary for event manager to develop excitement
and anticipation between present employees with the help of smart content-based policies. The
manager or supervisor must take in account the development of useful content that would help to
attract more of customers from market in virtual events. They must take in account generating a
buzz with the help of social media platforms and also keep guest notified about the offers that
they facilitate during and over the session as well. Hence, it is necessary to preserve the event
related data and content motivating that would help to ascertain belief and promote genuine
conversations. Inspire expectation through peer-to-peer commitment: It is mandatory for event
manager to support the contribution of attendees through the engagement of peer to peer. Event
planner must keep its focus on using online event platform that polls Question and Answer
feature. With the help of such techniques, event manager would be able to inspire its related

audience for becoming active listener and express their awareness over a event. Another way of
creating exciting events it is necessary for the sponsors to make them excited about the virtual
events by giving them attractive and effective content and designs that makes them raise funds
for organizing the events. The virtual event in the pandemic times help in reducing the travelling
cost and other expenses which helps in boosting the marketing of event companies to attract
sponsors. The manger of the event focus on identifying the benefit of providing customisable
platforms for events which helps the event planners to allocate the physical elements that
sponsors want and expect from the event management company (De Amorim and et.al., 2018).
Thus, it is important for the event managers to take proper care of their customers in order to
gain business opportunities and profitability by them. In order to sustain and survive in the
competitive event industry, it is important for the company to manage and create new ideas for
better utilization of resources. The main role of event manager is to organize and plan events in
an effective and efficient manner so that more customers gets retained in the company for event
conducting on a large and small scale in the market.

CONCLUSION
It is being concluded from the above information that event management industry has
grabbed the attention from last decade by engaging attendees through live events. The event
industry is competitive industry that offers more innovation, offer better value and deliver on
expectations. The main role of event manager within this industry is to plan and organise the
events in smooth and efficient manner. Event can be successful when it looks attractive and
organised. Thus, it is important for an event manager to organise event successfully in order to
attract more and more participants towards the event. The event generally starts with theme,
decoration and concept. It is important for event planner to have clear layout of the event so that
staff and attendees can understand the event. Event industry is different from other industry as it
helps in creating face to face experience for businesses and also creates value instead of selling.
The industry generally run different events and ensures that their audience must feel engaged
during event. There are different types of event management services such as personal events,
conducting exhibition, launching product, leisure event, culture event, conference events and
organisational event. Businesses can gain various benefits through organising events as it helps
in improving the brand awareness and also helps in achieving the desired exposure.
By organising the event, company can attract more prospects from trade shows and
exhibition. It also helps in enhancing the brand positioning through conducting events and
conferences. There are various reasons due to which people organise event such as raising
awareness, promotional, educational, sharing information, entertainment and fundraising. When
the event is organised successfully it creates an impact on the business in terms of goodwill and
visibility. For improving the growth of event industry, event managers are focusing on adopting
different types of technologies that helps in providing better experience to customers. The event
planners are focusing on investing in technologies in order to support their day to day operations.
The technology helps in saving the time of event manager and attendees. There are various event
management software’s which are used by event planner in order to record and tabulate data due
to which they get time to focus on things worthy of attention and skill. The adoption of
technology also helps in reducing the human error as the software helps in preparing excel
spreadsheet without making any mistakes. The use of technology within event helps in attracting
maximum number of participates towards the event. The different types of technologies which
are used by event manager in order to make their event successful are facial recognition for

contactless check-ins, event diagramming in 3D, live streaming events, Chatbots and various
others. These are the technologies which are adopted by event manager in order to run the event
successfully.
Facial recognition for contactless check-ins is a technology which helps event manager to
run the event successfully and smoothly. Through using this technology, event manager allows
automated and contactless check-ins which helps in reducing the interaction and waiting time
between the participants and event manager. Thus, it is one of the trendy technology which helps
in predicting the mood of attendees during event. Through using this technology, event manager
can read the facial expressions of the participants and also take their feedback to new level. The
other technology which is used by event manager in order to conduct the event is event
diagramming in 3D. It is a technology which is used by event manager to show the event layout
to clients in 3D expression. It is important for an event manager to have clear layout of the event
so that they can showcase the client about the event elements such as lighting, cabling, seating
and other room elements. Through using this technology, event manager clarify the vision of
client and also the staff can easily accommodate the guest on the basis of special request. The
technology helps in building connection between participants and event manager as they can
choose their seat according to their wish. Another technology which is used by event planner in
order to conduct the event is live streaming. It is trendy and advanced technology which is
increasing rapidly due to pandemic. Event managers are focusing on using live streaming
technology in order to reach their clients and conduct event. COVID 19 has created a great
influence on event industry due to which event managers are shifting towards online platforms in
order to interact with their audience and improve their profitability. The event planners are
focusing on creating great presence on social media sites in order to conduct live events. Due to
pandemic, events are not taking place live which emerges live streaming technology. There are
several platforms available for live streaming such as Instagram live, Facebook Live and various
others. Thus, it is being identified that technology plays an important role in making event
successful.
For engaging the customers and improving the performance of event, it is important for an
event manager to adopt right technology that makes event successful. Technology eases the way
of running event which helps in attracting more and more participants towards the event.
Through using technology, event planner can develop flow of better communication between the

attendees and employees. In order to make the event successful, it is important to have flawless
communication between the event manager and participants. The communication helps in
reducing the negative opinions and perception among the audience. There are few technological
trends which are changing the way of event industry to operate business. Through technology,
people can easily book their tickets without waiting in queue. In order to book the tickets of
events, people face difficulty as they have to wait in long queue for booking the ticket and
watching the event. Thanks to the technology, as it helps in saving the time of people by
eliminating the waiting queue and providing opportunity to book their event tickets online
through digital payment mode. The technology also helps in improving the efficiency of event by
booking the tickets through online booking application.
Technology also helps in increasing the flawless communication due to which attendees can
collect the information related to the event. Event manager also faces various challenges while
adopting technologies in corporate events such as boosting the engagement level of attendees,
high expectations, security and access control and sponsorship programs. These are the few
challenges which are faced by event manger while adopting technologies in events. Generally,
event manager face difficulty to attract and boost the engagement level of attendees during the
event. It is necessary for event planner to focus on boosting the engagement level of attendees by
offering them attractive content. When customer’s participants in events with interest it makes
event successful. So, it is important to focus on offering attractive content that can be understood
by participants so that they can show their interest in event. Thus, there are various ways through
which event manager can overcome these issues such as creating anticipation and excitement
among attendees through smart content strategy, encouraging anticipation through peer to peer
engagement and getting sponsors excited about the world of virtual events.

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