The Digital Frontier: Exhibiting the Transformative Impact of Technology on Enhancing Event Attendees’ Experiences in Oman

Abstract

Purpose: The main purpose of this study is to review the benefits of technology in transforming events based on attendees’ perspectives and to evaluate the influence of technology on event attendees’ experiences in Oman. Design/methodology/approach: The study used a quantitative research approach and a descriptive research design. Non-probability sampling was used in this study. The data was collected from 137 respondents through a questionnaire. The data were analyzed using frequency distribution, percentage, rank, weighted mean, and Pearson’s coefficient. Findings: Among the participants, the majority of the visitors attended more than five events per year and most of the people liked attending physical events. The highest mean score for the benefits of technology in transforming events based on attendees’ perspectives was ‘Using technology to post comments, read others comments, and enquiring about the events. The highest mean score for the influence of technology on event attendees’ experiences in Oman was ‘Technology helped to learn about the events, search for promo codes, discount coupons, and get tickets at discounted prices.’ Research limitations/implications: Technology and events interaction help in the creation of culturally relevant technology-driven events in Oman. Event planners and organizers can think of various ways to improve the attendees’ experience through various technologies. Social media integration, new mobile applications, and other interactive technologies provide customized experiences. The results of this provide opportunities for further analysis of the effects of artificial intelligence (AI), virtual reality (VR), and augmented reality (AR) on Omani event experiences. It will help attract more people to events and thus increase tourism in the country. Social Implications: Technology impacts people’s attendance at events in Oman with significant social ramifications that touch on some societal concerns. It provides insights into how technical advancements and cultural values and customs could be harmonized to create mutually beneficial relationships of both the past and the present. Events that increasingly rely on technology may require programs to improve people’s digital literacy to guarantee that people can take full advantage of and participate in tech-driven experiences. Originality / Value: It is critical to investigate the technological developments in the event industry and determine how event planners and organizers may use them to provide their guests with an experience. Despite its significance, to date, no research has been conducted on how technology affects the experiences of event participants in Oman. As a result, the current study is crucial, and its findings will be useful to many stakeholders, including the Ministry of Heritage and Tourism, tourism organizations, tour planners, planners, and organizers of events. Keywords: Event Attendees’ Experience, Event Technologies, Event Technology Influence, Event Technology Benefits, Event Characteristics.