Although the impacts of COVID-19 have been negative and long-lasting, the hospitality and tourism industry has seen the creation of new processes and ideas as a result. The events industry in particular, has a lack of research on innovative practices; therefore, this study will examine new innovations that emerged from the global pandemic. This study utilizes a multi-method research style, in which it qualitatively examines industry professional’s strategies to combat the pandemic and quantitatively measures consumers responses. The current results of the study show six major qualitative themes that will used to measure the consumer’s perceptions of events during the pandemic. The completed results will give insight to the future of events industry literature.
Unson, Sophie and Wang, Wei Dr., "Exploring Stakeholders’ Perceptions Toward Event Innovations" (2022). Association of Marketing Theory and Practice Proceedings 2022. 35.