Leveraging VR Technology to Enhance Customer Engagement and Attract Investment in the Events Industry

This research explored how virtual reality (VR) technology influences investor interest and customer expectations within the event's industry. Employing a quantitative approach, surveys were distributed through social media and industry channels. The findings reveal that although awareness of VR remains limited among customers, interest in adoption is high. Investors exhibit curiosity but remain cautious due to perceived risks. Agile leadership emerged as a critical factor in enabling successful VR implementation. The study highlights the role of social media in driving VR engagement and outlines policy and managerial recommendations to support VR integration in event services.