... for this emerging field. Thematic analysis revealed four dominant thematic areas: immersion theory, technology and innovation, event design and attendee behaviour. Originality/value This paper proposes a new conceptual model for research into immersive events from a multidisciplinary perspective, drawing...

...Jovan Velroy Fernandes; Ewa Krolikowska Purpose The purpose of this paper is to contribute to the conceptualisation of the festival customer experience by proposing a new framework based on three interrelated concepts: event design, social environment and digital environment. Design/methodology...

...Chiara Orefice Purpose The purpose of this paper is to contribute to the paradigm shift towards event design predominant research by presenting an analysis of how the concept of event design has developed in the events literature and by exploring a new perspective based on its contribution...

... the advantages of evaluating in real‐time. The creation and staging of the event experience – the realm of event design – is predicated on an understanding of the psychosocial domain of the audience. By understanding the motivations, the behaviours and the predispositions that the audience brings to the event...