ХИБРИДНИ СПЕЦИАЛНИ СЪБИТИЯ В ЛАЙФСТАЙЛ ИНДУСТРИЯТА: СПЕЦИФИКИ И УСПЕШНИ ПРАКТИКИ
HYBRID SPECIAL EVENTS IN THE LIFESTYLE INDUSTRY: SPECIFIC FEATURES AND SUCCESSFUL PRACTICES

Author(s): Rosana Maneva
Subject(s): Social Sciences, Communication studies
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: event management; public communication; hybrid special events; livestreaming; virtual reality; pandemic; COVID-19
Summary/Abstract: Event management is one of the most effective forms of public relations for gaining trust and positive attitude towards organizations and their image. The new digital instruments undoubtedly provide many opportunities for the integration of innovative approaches in the organization of lifestyle industry special events. As a resultof the coronavirus pandemic, traditional technologies for organizing and hosting special events had to change and adapt quickly to the new situation. These new ways of organizing events are expected to be even more successful in the post-pandemic situation. This paperaims to clarify key concepts and approaches in the field of lifestyle industry event management in the context of new technologies and the COVID-19 pandemic. Some of the important techniques for hybrid special events are considered: livestreaming, virtual reality, artificial intelligence and others. The role of the social networks Facebook and Instagram as tools in organizing and managing modern special events has been discussed. Specific cases and opinions of experts about the hybrid special events in lifestyle industry, are analysed in the paper. The study covers the period between 2020 and 2022.

• Details
• Contents