Conceptualizing virtual event quality: a mixed-methods approach to presence and continuance

Purpose This study aims to examine the key dimensions of perceived virtual event quality (VEQual) and investigate their relationships with telepresence and social presence, which are in turn associated with attendee satisfaction and continuance intention. Design/methodology/approach Using a sequential mixed-methods design, qualitative interviews with virtual event stakeholders were conducted to explore VEQual dimensions. These findings informed the development of a quantitative survey, which was administered to 699 US participants and analyzed using structural equation modeling. Findings Six VEQual dimensions – vividness; entertainment; ease of use; fulfillment; responsiveness; and privacy and security – were identified. All dimensions were positively associated with telepresence and social presence, which were significantly related to attendee satisfaction and continuance intention. Originality/value This study is among the first, to the best of the authors’ knowledge, to conceptualize a structured framework for VEQual and empirically examine its relationships with presence-related constructs. By integrating hedonic and utilitarian dimensions, it offers a foundational model for understanding and designing high-quality virtual event experiences in hospitality and tourism contexts.