Ethics, Uniqueness, and Consumer Mindsets: Exploring Hologram Circus as an Emerging Touristic Attraction

Hologram technology has emerged as a groundbreaking tool in the events industry, providing visually stunning and immersive experiences. The integration of hologram technology into live performances has revolutionized the events and entertainment industry, enabling immersive and sustainable experiences. Circus Roncalli's holographic performances have garnered global attention for replacing live animals with 3D holograms, offering an ethical alternative without compromising on entertainment value. Circus Roncalli stands at the forefront of this innovation, utilizing holograms instead of live animals to create captivating and ethically responsible performances. Despite the growing interest in holographic events, research on the drivers of audience intention to attend such experiences remains scarce. This study aims to fill this gap by exploring how perceived ethicality and perceived uniqueness influence positive attitudes and the subsequent intention to attend hologram-based events, using Circus Roncalli as a case study. Leveraging structural equation modeling, the research will examine how perceived ethicality, perceived uniqueness, and positive attitudes shape attendees' intention to experience such innovative events.