The Immobility of Event Mobilities: A New Norm of Events or a Short-term Change in Dynamics?

The event industry has undergone significant transformation due to the COVID-19 pandemic, shifting many events to web-based platforms. This paper examines the rise of hybrid events as a key post-pandemic format, highlighting their importance for inclusivity, accessibility, and economic resilience. Using a mixed-methods approach, the study investigates the dynamics of this shift, providing insights into the evolving norms of event management. Results indicate that hybrid events will play a crucial role in shaping the future of the event industry. By adopting this clearer conceptual framework, the study ensures that discussions of mobility, technological impacts, and stakeholder experiences are appropriately contextualized. This approach allows for a more meaningful exploration of how different event types respond to external challenges, contributing to a nuanced understanding of the evolving events landscape. During the COVID-19 pandemic crisis, most events turned from being held physically to being held virtually using web-based platforms. Some authors argue that the pandemic was not the only reason behind the rise of online events; but also the evolving geopolitical tensions around the world. This change in the event landscape was welcomed by many stakeholders while having an adverse effect on others. Therefore, this paper assessed how events transitioned from being primarily physical to increasingly virtual, leveraging web-based platforms. In addition, this research discussed the impact of this change in events dynamics on related stakeholders. Both qualitative and quantitative data collection methods were used. A total 60 questionnaire responses were collected, alongside three interviews conducted with experts in the field of events. Results revealed that the future of events will be hybrid events. In addition, technological advancements are the key component to support and sustain this paradigm shift. For the time-being hybrid events are the solution to avoid disruption in events as such method cater the needs and expectations of all users and business stakeholders.