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Lebendige Messeauftritte – Die Wirkung von Virtual Reality im Messekontext

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Events und Messen im digitalen Zeitalter

Part of the book series: Markenkommunikation und Beziehungsmarketing ((MBM))

Zusammenfassung

Die rasche Entwicklung digitaler Technologien der vergangenen Jahre führt zu anhaltenden, teils abrupten Veränderungen in nahezu allen Lebens- und Wirtschaftsbereichen. Vor diesem Hintergrund werden auch in der Live Kommunikation und insbesondere im Messeumfeld zunehmend digitale Tools und Elemente genutzt, welche unterdessen phasenübergreifend sowohl im Vor- und Nachfeld als auch während Messeveranstaltungen Einsatz finden. Der Nutzung digitaler Technologien zu Grunde liegende Zielstellungen sind dabei vielfältig und reichen von der Unterstützung operativer Prozesse in Bereichen wie der Besucherkommunikation oder dem Teilnehmermanagement über Info-Screens und Navigations-Apps für Veranstaltungsbesucher während einer Messe bis hin zu Tracking-Analysen und Lead-Erfassung zur Nachbereitung von Messeveranstaltungen (vgl. Ruetz 2018, S. 140; Zanger 2019, S. 13 ff.).

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Author information

Authors and Affiliations

  1. TU Chemnitz, Chemnitz, Deutschland

    Achim Kießig

  2. Dresden, Deutschland

    Katja Lohmann

  3. Chemnitz, Deutschland

    Cornelia Zanger

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  1. Achim Kießig
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  2. Katja Lohmann
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  3. Cornelia Zanger
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Correspondence to Achim Kießig .

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  1. Chemnitz, Germany

    Cornelia Zanger

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Kießig, A., Lohmann, K., Zanger, C. (2020). Lebendige Messeauftritte – Die Wirkung von Virtual Reality im Messekontext. In: Zanger, C. (eds) Events und Messen im digitalen Zeitalter. Markenkommunikation und Beziehungsmarketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-31775-1_3

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  • DOI: https://doi.org/10.1007/978-3-658-31775-1_3

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  • Publisher Name: Springer Gabler, Wiesbaden

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  • Online ISBN: 978-3-658-31775-1

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