PhD Study : Virtual events and the event experience

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Summary

The aim of this PhD project is to examine the experience of those who have participated in virtual events. The arrival of Virtual Reality, Augmented Reality and Mixed-Reality technologies is shaping a new environment where physical and virtual objects are integrated at different levels (Carlos et al.,2019). Due to the development of portable and embodied devices, together with highly interactive, physical-virtual connections, the customer experience landscape is evolving into new types of hybrid experiences (Hoyer et al., 2020; Piccione et al.,2019). Huang et al. (2016) discuss how reality-virtuality technologies have been used to improve the customer experience in consumer-end industries such as retailing, fashion, and tourism.

In the case of tourism, immersive technologies have revolutionised the way tourism operators stimulate their customers before, during and after their experience (Guttentag, 2010: Loureiro et al., 2020). The events industry has also been strongly affected by technological advances and the latest developments have been used by event organisers to plan, promote and enliven their event (Martin & Cazarre, 2016).

A more recent trend has been to use technology as a platform from which to host virtual events. This was accelerated in 2020 when COVID19 forced organisations to cancel live events and organise virtual events in areas such as sport, the arts and music. These ranged from video streams to completely generated computer environments where the customer entered a virtual world. Whilst the platform and the level of immersion varied the success of these events depended on the customer experience. Pine and Gilmore (2020) discuss the experience economy and how it is no longer enough for event organisers to deliver an event, but a personal and memorable experience. Through an academic lens, much has been written on the ‘event experience’ but not in a virtual context.

The aim of this PhD project is to address this gap in the literature and examine the experience of those who have attended virtual events. Drawing on the Human Interaction literature (Faric & Newby, 2019) this study will examine the event experience from a ‘technological perspective’ (embodiment and technical features of the platform), ‘behavioural perspective’ (the level of interactivity) and ‘human perspective’ (the sense of presence, immersion and social interaction). Using this three-pronged approach will allow the author to compare virtual and real-world experiences and produce a theoretical model which will help both academics and industry understand the factors that shape the virtual event experience.

To this end, this research is both timely and relevant in a world where virtual events are becoming an increasingly important part of the event landscape.

Essential criteria

Applicants should hold, or expect to obtain, a First or Upper Second Class Honours Degree in a subject relevant to the proposed area of study.

We may also consider applications from those who hold equivalent qualifications, for example, a Lower Second Class Honours Degree plus a Master’s Degree with Distinction.

In exceptional circumstances, the University may consider a portfolio of evidence from applicants who have appropriate professional experience which is equivalent to the learning outcomes of an Honours degree in lieu of academic qualifications.

  • A comprehensive and articulate personal statement
  • Research proposal of 2000 words detailing aims, objectives, milestones and methodology of the project

Desirable Criteria

If the University receives a large number of applicants for the project, the following desirable criteria may be applied to shortlist applicants for interview.

  • First Class Honours (1st) Degree
  • Masters at 70%

Funding and eligibility

The University offers the following levels of support:

Vice Chancellors Research Studentship (VCRS)

The following scholarship options are available to applicants worldwide:

  • Full Award: (full-time tuition fees + £19,000 (tbc))
  • Part Award: (full-time tuition fees + £9,500)
  • Fees Only Award: (full-time tuition fees)

These scholarships will cover full-time PhD tuition fees for three years (subject to satisfactory academic performance) and will provide a £900 per annum research training support grant (RTSG) to help support the PhD researcher.

Applicants who already hold a doctoral degree or who have been registered on a programme of research leading to the award of a doctoral degree on a full-time basis for more than one year (or part-time equivalent) are NOT eligible to apply for an award.

Please note: you will automatically be entered into the competition for the Full Award, unless you state otherwise in your application.

Department for the Economy (DFE)

The scholarship will cover tuition fees at the Home rate and a maintenance allowance of £19,000 (tbc) per annum for three years (subject to satisfactory academic performance).

This scholarship also comes with £900 per annum for three years as a research training support grant (RTSG) allocation to help support the PhD researcher.

  • Candidates with pre-settled or settled status under the EU Settlement Scheme, who also satisfy a three year residency requirement in the UK prior to the start of the course for which a Studentship is held MAY receive a Studentship covering fees and maintenance.
  • Republic of Ireland (ROI) nationals who satisfy three years’ residency in the UK prior to the start of the course MAY receive a Studentship covering fees and maintenance (ROI nationals don’t need to have pre-settled or settled status under the EU Settlement Scheme to qualify).
  • Other non-ROI EU applicants are ‘International’ are not eligible for this source of funding.
  • Applicants who already hold a doctoral degree or who have been registered on a programme of research leading to the award of a doctoral degree on a full-time basis for more than one year (or part-time equivalent) are NOT eligible to apply for an award.

Due consideration should be given to financing your studies. Further information on cost of living

Recommended reading

Faric, N. & Newby, K. (2019) What players of virtual reality exercise games want; thematic analysis of web-based reviews. Journal of Medical Internet Research, 21 (9) 1-13.

Guttentag, D. (2010) Virtual reality; applications and implications for tourism. Tourism Management, 31(5), 637-651.

Hoyer, D. , Kroschke, M., Schmitt, B. Kraume, K. & Shanker, V. (2020) Transforming the customer experience through new technologies.  Journal of Interactive Marketing  doi.org/10.1016/j.intmar.2020.04.001

Huang, Y.  Backman, K, Backman, S. & Chang, L. (2016) Exploring the implications of virtual reality technology in tourism marketing: An integrated research framework.  International Journal of Tourism Research, 18 (2), 119-128.

Loureiro, S., Guerreiro, J. & Faizan, A. (2020). Twenty years of research on virtual reality and augmented reality in tourism: a text -mining approach.  Tourism Management 77 doi.org/10.1016/j.tourman2019.104028

Martin, V  & Cazarre, L. (2016). Technology and events. How to create engaging events. Oxford: Goodfellow Publishers Ltd.

Piccione, J., Collett, J. & De Foe, A. (2019) Virtual skills training: the role of presence and agency. Heliyon, 5 doi.org/10.1016/j.heliyon, 2019.e02583

Pine, B & Gilmore, J. (2020) The Experience Economy. Boston: Harvard  Business Review Press.

The Doctoral College at Ulster University

Key dates

Submission deadline
Friday 5 February 2021
12:00AM

Interview Date
3rd, 4th, 5th March 2021

Preferred student start date
mid September 2021

Applying

Apply Online  

Contact supervisor

Dr Adrian Devine

Other supervisors