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Best Meeting Thesis Austria Award 2020 goes to Tirol!

Hybrid is the key to success and enables long-term planning!

For the eighth time now, the Best Meeting Thesis Austria Award was given to authors of bachelor and master theses with significant relevance for the MICE industry.
One of them is Peter Hosp, a Management Center Innsbruck graduate, who was supported by Convention Bureau Tirol during his research on “Digital Communication in the Congress Industry – An Analysis from the Participants’ Perspective”. The topic could not be more timely, and the resulting recommendations are highly relevant for congress organisers.

We would like to take this opportunity to extend our congratulations once again on winning the award!

Digital Communication in the Congress Industry
An Analysis from the Participants´Perspective

As a result of digitisation, the increasing use of digital communication technologies and development of hybrid event formats are ubiquitous in the congress sector. Peter Hosp’s master’s thesis is dedicated to the topic of digital event communication and focuses on digital technologies and concepts that are used for communication in the context of hybrid events.

Results & Recommendations

Hybrid congresses are the future
The author recommends that conventions should be organized in hybrid format in the future, offering virtual participation options with live streams and on-demand videos, in addition to the physical event on site. On-demand videos, which enable the consumption of event content independent of time and location, are perceived to be even more important than live streams by participants and should therefore be integral to every event.

Event app as an on-site communication tool
Participants clearly edorse the use of of event apps at conventions. Around half (46%) already use the event app always or often at congress events, and this happens regardless of age. The author therefore recommends placing a focal point on the event app for mobile communication and on-site interaction.

Social media Plays only a minor role
Apart from the Video streams (live and on-demand), which can also be assigned to social media in a broader sense, classic social media channels only play a subordinate role for the participants. The author therefore recommends giving Social Media a minor role at future conventions, to provide, above all, information about the event, such as news, pictures or statements.

Events Website as central platform
The Event Website is to be given special consideration as a central communication platform. Individual communication must continue to be carried out via e-mail, especially as these classic channels are still the most important and used by everyone. It is important to bundle all event information on websites, ideally creating a link to the event app. Livestream offers and on-demand videos should also be offered on the event website.

Location-based Technology for the future
The fields of application application in the virtual and augmented reality, or beacon technology sectors do not yet represent “must-haves” from the participants’ perspective and should rather be considered for future use.

Key success factors

When planning and implementing hybrid conventions, author Peter Hosp recommends the following

1. No additional costs. Participants are not prepared to pay more for the use of digital event tools. Additional costs should therefore be covered either by participation fees or advertising income from sponsors and exhibitors.
2. The sense of belonging is what counts. In the case of virtual participation via live streaming, it is important to involve people in the event with the same opportunities for interaction as on site. The diverse possibilities of an event app, which can be used regardless of location, are especially suited for this.
3. Simple, intuitive user-friendly. A significant attendee proportion of 12% are confronted by technical hurdles, which is a definite exclusion criterion. In addition to the appropriate design of applications, the author recommends setting up technical support, e.g. via a hotline or directly at the event, to enable easy use for all participants.
4. Communicate advantages in advance. In order to achieve high usage rates and to reduce perceived barriers, it is advisable to intensively communicate information on applicability and data protection aspects in addition to the general benefits of the tools. After all, some people are not yet aware of the tools’ effectiveness, others see them as too time-consuming or are already overloaded with everyday technologies. Lack of fun-factor, technical hurdles and privacy concerns are also a problem for some. As the most important tool during the event, the author recommends intensive promotion of the event app, both through various channels and on site. This can be achieved e.g. via instructional videos, brochures or trained staff.
5. Do not forgo of print media. Despite the relevance of digital channels, print media should not be dispensed with at association congresses in future. The importance of print media remains high among all age groups. With the increasing popularity of “paperless” solutions, however, it can be assumed that the relevance of print media will decrease in the future.
(Note: survey conducted in June 2019)

Peter Hosp successfully completed his Master’s degree in “Entrepreneurship & Tourism” at the MCI Innsbruck last year. He has remained true to his great passion for digital communication and online marketing and has been working as an SEO manager at Evergreen Media ever since.
Contact for detailed questions: peter.hosp@gmail.com

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