Technology in Concerts: Attendee Satisfaction of Holographic Performances–A Case Study of London’s ABBA Voyage

The emergence of holographic technologies is challenging the traditional concert format within the music events industry. Research on attendee satisfaction of holographic performances remains scarce resulting in uncertainty of future industry application. Utilizing qualitative manual thematic analysis as well as quantitative mean analysis, this article investigates attendee satisfaction at the ABBA Voyage concert in London. Furthermore, the acceptance of holographic technology was investigated through questioning attendees’ intention of future attendance of holographic performances. 147 valid survey responses revealed a high average satisfaction rate. Three dominating themes of attendance motivation were also identified: (1) nostalgia, (2) socialization and (3) novelty. Nevertheless, survey responses revealed a dependence of the acceptance of holograms on the specific artist, specifically mentioning issues concerning morality and production type. Consequentially, a co-dependence between push and pull factors is proposed with the artist as a key pull factor and the three attendance motivations as a set of push factors.