Skip to main content
SpringerLink
Log in

Virtuelle Realität im Veranstaltungsmanagement - Einsatz, Nutzen und Herausforderungen

  • Chapter
  • First Online:
Events und Messen im digitalen Zeitalter

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

Zusammenfassung

Die gegenwärtig stattfindende Durchdringung aller menschlichen Lebensbereiche mit digitalen Technologien bringt für die Veranstaltungsbranche sowohl Chancen als auch Herausforderungen mit sich (vgl. Zanger 2019, S. 13ff.). Dabei geht die Markteinführung digitaler Technologien gemäß des sog. Hype-Zyklus der Unternehmensberatung Gartner in der Praxis häufig mit enthusiastischen Erwartungen einher, die aufgrund von unrealistischen Einschätzungen oder Umsetzungsschwierigkeiten zunächst im „Tal der Ernüchterung“ münden. Erst die dadurch angestoßenen Lernprozesse führen anschließend auf ein „Plateau der Produktivität“, auf dem dann ein wertstiftender, effektiver sowie effizienter Umgang mit der Technologie erfolgt (vgl. Kreutzer 2015, S. 3 ff.).

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 79.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 99.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Literatur

  • AICHNER, T.; MAURER, O.; NIPPA, M.; TONEZZANI, S. (2019): Virtual Reality im Tourismus: Wie VR das Destinationsmarketing verändern wird, Wiesbaden 2019.

    Google Scholar 

  • AKAKA, M. A.; VARGO, S. L.; SCHAU, H. J. (2015): The Context of Experience, in: Journal of Service Management, Vol. 26, 2015, No. 2, pp. 206-223.

    Google Scholar 

  • ANSORGE U., LEDER H. (2017): Wahrnehmung und Aufmerksamkeit - Basiswissen Psychologie, 2. Aufl., Wiesbaden 2017.

    Google Scholar 

  • BAINBRIDGE, W. D. (2007): The Scientific Research Potential of Virtual Worlds, in: Science, Vol. 317, 2007, Nr. 5837, pp. 472-476.

    Google Scholar 

  • BENTE, G.; RÜGGENBERG, S.; KRÄMER, N. C.; ESCHENBURG, F. (2008): Avatar-Mediated Networking: Increasing Social Presence and Interpersonal Trust in Net-Based Collaborations, in: Human Communication Research, Vol. 34, No. 2, 2008, pp. 287-318.

    Google Scholar 

  • BIOCCA, F., HARMS, C., & GREGG, J. (2001): The Networked Minds Measure of Social Presence: Pilot Test of the Factor Structure and Concurrent Validity, in: Proceedings of the 4th Annual International Workshop on Presence, Philadelphia 2001.

    Google Scholar 

  • BOGICEVIC, V.; SEO, S.; KANDAMPULLY, J. A.; LIU, S. Q.; RUDD, N. A. (2019): Virtual Reality Presence as a Preamble of Tourism Experience: The Role of Mental Imagery, in: Tourism Management, Vol. 74,2019, pp. 55-64.

    Google Scholar 

  • CARRILLAT, F. A.; D’ASTOUS, A.; BELLAVANCE, F.; EID, F. (2015): On ‘Being There’ A Comparison of the Effectiveness of Sporting Event Sponsorship Among Direct and Indirect Audiences, in: European Journal of Marketing, Vol. 49, 2015, No. 3/4, pp. 621-642.

    Google Scholar 

  • CHENG, L. K.; CHIENG, M. H.; CHIENG, W. H. (2014): Measuring Virtual Experience in a Three-Dimensional Virtual Reality Interactive Simulator Environment: A Structural Equation Modeling Approach, in: Virtual Reality, Vol. 18, 2014, No. 3, pp. 173-188.

    Google Scholar 

  • CSIKSZENTMIHALYI, M. (1975): Beyond Boredom and Anxiety, San Francisco, 1975.

    Google Scholar 

  • DIEMER, J.; ALPERS, G. W.; PEPERKORN, H. M.; SHIBAN, Y.; MÜHLBERGER, A. (2015): The Impact of Perception and Presence on Emotional Reactions: A Review of Research in Virtual Reality, in: Frontiers in Psychology, Vol. 6, 2015, Article 26.

    Google Scholar 

  • DRENGNER, J. (2017): Die Bedeutung von Erlebnissen im Prozess der Value Co-Creation bei Veranstaltungen, in: Zanger, C. (Hrsg.): Events und Erlebnisse, Wiesbaden, S. 38-64.

    Google Scholar 

  • DRENGNER, J.; JAHN, S.; FURCHHEIM, P. (2018): Flow Revisited: Process Conceptualization and A Novel Application to Service Contexts, in: Journal of Service Management, Vol. 29, 2018, No. 4, pp. 703-734.

    Google Scholar 

  • DRENGNER, J.; JAHN, S.; GAUS, H. (2012): Creating Loyalty in Collective Hedonic Services – The Role of Satisfaction and Psychological Sense of Community, in: Schmalenbach Business Review, Vol. 64., 2012, No. 1., pp. 2-19.

    Google Scholar 

  • DRENGNER, J., KÖNIG, W.; WIEBEL, A. (2019): Pervasive mobile Spiele und Virtual Reality als Instrumente der digitalen Ansprache von Veranstaltungsbesuchern: Auf schaz-Suche beim Rheinland-Pfalz-Tag 2018, in: Zanger, C. (Hrsg.): Eventforschung - Aktueller Stand und Perspektiven, Wiesbaden: 2019, S. 248-266.

    Google Scholar 

  • EVANS, J. S. B. T. (2008): Dual-Processing Accounts of Reasoning, Judgment, and Social Cognition, in: Annual Review of Psychology, Vol. 59, 2008, pp. 255-278.

    Google Scholar 

  • GAUQUIER, L. DE; BRENGMAN, M.; WILLEMS, K.; VAN KERREBROECK, H. (2018): Leveraging Advertising to a Higher Dimension: Experimental Research on the Impact of Virtual Reality on Brand Personality Impressions, in: Virtual Reality, Vol. 23, No. 3, 2018, pp. 235-253.

    Google Scholar 

  • GETZ, D.; PAGE, S. J. (2016): Event Studies – Theory, Research and Policy für Planned Events, 3rd. ed., London 2016.

    Google Scholar 

  • GUTTENTAG, D. A. (2010): Virtual Reality: Applications and Implications for Tourism, in: Tourism Management, Vol. 31, 2010, No. 5, pp. 637-651.

    Google Scholar 

  • HASSAN, L., JYLHÄ, H., SJÖBLOM, M., & HAMARI, J. (2020): Flow in VR: A Study on the Relationships Between Preconditions, Experience and Continued Use, in Proceedings of the 53rd Hawaii International Conference on System Sciences, Manoa 2020, pp. 1196-1205.

    Google Scholar 

  • HOFFMAN, D. L.; NOVAK, T. P. (1996): Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations, in: Journal of Marketing, Vol. 60, 1996, No. 3, pp. 50-68.

    Google Scholar 

  • HUANG, Y. C.; BACKMAN, S. J.; BACKMAN, K. F. (2012): Exploring the Impacts of Involvement and Flow Experiences in Second Life on People’s Travel Intentions, in: Journal of Hospitality and Tourism Technology, Vol. 3, 2012, No. 1, pp. 4-23.

    Google Scholar 

  • HUDSON, S.; MATSON-BARKAT, S.; PALLAMIN, N.; JEGOU, G. (2019): With or Without You? Interaction and Immersion in a Virtual Reality Experience, in: Journal of Business Research, Vol. 100, 2019, pp. 459-468.

    Google Scholar 

  • JAHN, S.; CORNWELL, B. T.; DRENGNER, J.; GAUS, H. (2018): Temporary Communitas and Willingness to Return to Events, in: Journal of Business Research, Vol. 92, 2018, pp. 329–338.

    Google Scholar 

  • KAHNEMAN, D. (2016): Schnelles Denken, langsames Denken, 4. Aufl., München 2016.

    Google Scholar 

  • KEHRWALD, B. (2010): Being Online: Social Presence as Subjectivity in Online Learning, in: London Review of Education, Vol. 8, 2010, No. 1, pp. 39-50.

    Google Scholar 

  • KIM, M. J.; LEE, C.-K.; JUNG, T. (2020): Exploring Consumer Behavior in Virtual Reality Tourism Using Extended Stimulus-Organism-Response Model, in: Journal of Travel Research, Vol. 59, 2020, No. 1, pp. 69-89.

    Google Scholar 

  • KREUTZER, R. T. (2015): Digitale Revolution – Auswirkungen auf das Marketing, Wiesbaden 2015.

    Google Scholar 

  • LAVIOLA JR, J. J.; KRUIJFF, E.; MCMAHAN, R. P.; BOWMAN, D.; POUPYREV, I. P. (2017): 3D User Interfaces: Theory and Practice, 2. Aufl., Boston 2017.

    Google Scholar 

  • LEE, K. M. (2004): Presence, Explicated, in: Communication Theory, Vol. 14, 2004, No. 1, pp. 27-50.

    Google Scholar 

  • MAKRANSKY, G., & LILLEHOLT, L. (2018): A Structural Equation Modeling Investigation of the Emotional Value of Immersive Virtual Reality in Education, in: Educational Technology Research and Development, Vol. 66, 2018, No. 5, pp. 1141-1164.

    Google Scholar 

  • MARASCO, A.; BUONINCONTRI, P.; VAN NIEKERK, M.; ORLOWSKI, M. (2018): Exploring the Role of Next-Generation Virtual Technologies in Destination Marketing, in: Journal of Destination Marketing & Management, Vol. 9, 2018, pp. 138-148.

    Google Scholar 

  • MARKOWITZ, D. M.; LAHA, R.; PERONE, B. P.; PEA R. D.; BAILENSON, J. N. (2018): Immersive Virtual Reality Field Trips Facilitating Learning About Climate Chance, in: Frontiers in Psychology, Vol. 9, Article 2364.

    Google Scholar 

  • MARTINS, J.; GONCALVES, R.; BRANCO, F.; BARBOSA, L.; MELO, M. (2017): A Multi-sensory Virtual Experience Model for Thematic Tourism: A Port Wine Tourism Application Proposal, in: Journal of Destination Marketing & Management, Vol. 6, No. 2, 2017, pp. 103-109.

    Google Scholar 

  • MERCHANT, Z., GOETZ, E. T., CIFUENTES, L., KEENEY-KENNICUTT, W., & DAVIS, T. J. (2014): Effectiveness of Virtual Reality-Based Instruction on Students’ Learning Outcomes in K-12 and Higher Education: A Meta-analysis, in: Computers & Education, Vol. 70, 2014, pp. 29-40.

    Google Scholar 

  • MIHELJ, M.; NOVAK,, D.; BEGUŠ, S. (2014): Virtual Reality Technology and Applications, Dordrecht 2014.

    Google Scholar 

  • ORTS-ESCOLANO, S.ET AL. (2016): Holoportation: Virtual 3D Teleportation in Real-Time, in: Proceedings of the 29th Annual Symposium on User Interface Software and Technology, Tokyo, 2016, pp. 741-754.

    Google Scholar 

  • PARONG, J.; MAYER, R. E. (2018): Learning Science in Immersive Virtual Reality, in: Journal of Educational Psychology, Vol. 110, 2018, No. 6, pp. 785-797.

    Google Scholar 

  • RIVA, G.; BAÑOS, R. M.; BOTELLA, C.; MANTOVANI, F.; GAGGIOLI, A. (2016): Transforming Experience: The Potential of Augmented Reality and Virtual Reality for Enhancing Personal and Clinical Change, in: Frontiers in Psychiatry, Vol. 7, Article 164.

    Google Scholar 

  • RIVA, G.; MANTOVANI, F.; CAPIDEVILLE, C. S.; PREZIOSA, A.; MORGANTI, F.; VILLANI, D.; ALCAÑIZ, M. (2007): Affective Interactions Using Virtual Reality: The Link Between Presence and Emotions, in: CyberPsychology & Behavior, Vol. 10, 2007, No. 1, pp. 45-56.

    Google Scholar 

  • RÜCK, H. (2018): Event, in: Gabler Wirtschaftslexikon, online verfügbar unter: https://wirtschaftslexikon.gabler.de/definition/event-34760/version-258256, zuletzt abgerufen am: 7.1.2020.

  • RUETZ, D. (2019): Der Messestand der Zukunft – Perspektiven in der Live Communication, in: Zanger, C. (Hrsg.): Eventforschung - Aktueller Stand und Perspektiven, Wiesbaden 2019, S. 51-68.

    Google Scholar 

  • RUETZ, D. (2018): Digitale Tools bei Markeninszenierungen auf Messen und Events, in: Zanger, C. (Hrsg.): Events und Marke, Wiesbaden 2018, S. 131-158.

    Google Scholar 

  • SANCHEZ-VIVES, M. V.; SLATER, M. (2005): From Presence to Consciousness through Virtual Reality, in: Nature Reviews Neuroscience, Vol. 6, 2005, No. 4, pp. 332-339.

    Google Scholar 

  • SHARMA, G.; SCHROEDER, R. (2013): Mixing Real and Virtual Conferencing: Lessons Learned, in: Virtual Reality, Vol. 17, No. 3, 2013, pp. 193-204.

    Google Scholar 

  • SLATER, M. (2018): Immersion and the Illusion of Presence in Virtual Reality, in: British Journal of Psychology, Vol. 109, 2018, No. 3, pp. 431-433.

    Google Scholar 

  • SLATER, M.; SANCHEZ-VIVES, M. V. (2016): Enhancing Our Lives with Immersive Virtual Reality, in: Frontiers in Robotic an AI, Vol. 3, 2016, Article 74.

    Google Scholar 

  • STANOVICH, K. E., & WEST, R. F. (2000). Individual Differences in Reasoning: Implications for the Rationality Debate?, in: Behavioral and Brain Sciences, Vol. 23, 2000, No. 5, pp. 645-665.

    Google Scholar 

  • STATISTA (Hrsg.) (2017a). Was ist Ihrer Meinung nach der interessanteste Aspekt von Virtual Reality?, online verfügbar unter: https://de.statista.com/progno-sen/793231/umfrage-in-deutschland-zu-interessanten-aspekten-von-virtual-reality, zuletzt abgerufen am 3.1.2020.

  • STATISTA (Hrsg.) (2017b). Was ist Ihrer Meinung nach der interessanteste Aspekt von Virtual Reality?, online verfügbar unter: https://de.statista.com/progno-sen/793223/umfrage-in-deutschland-zur-nutzung-von-virtual-reality-brillen, zuletzt abgerufen am 3.1.2020.

  • STEUER, J. (1992): Defining Virtual Reality: Dimensions Determining Telepresence, in: Journal of Communication, Vol. 42, 1992, No. 2, pp. 73-93.

    Google Scholar 

  • TOM DIECK, D.; TOM DIECK, M. C.; JUNG, T.; MOORHOUSE, N. (2018): Tourists’ Virtual Reality Adoption: An Exploration Study from Lake District National Park, in: Leisure Studies, Vol. 37, 2018, No. 4, pp. 371-383.

    Google Scholar 

  • TRELEAVEN, J., BATTERSHILL, J., COLE, D., FADELLI, C., FREESTONE, S., LANG, K., & SARIG-BAHAT, H. (2015): Simulator Sickness Incidence and Susceptibility During Neck motion-controlled Virtual Reality Tasks, in: Virtual Reality, Vol. 19, 2015, No. 3-4, pp. 267-275.

    Google Scholar 

  • TUSSYADIAH, I. P.; WANG, D.; JUNG, T. H.; TOM DIECK, M. C. (2018): Virtual Reality, Presence, and Attitude Chance: Empirical Evidence from Tourism, in: Tourism Management, Vol. 66, 2018, pp. 140-154.

    Google Scholar 

  • VAN KERREBROECK, H.; BRENGMAN, M.; WILLEMS, K. (2017): When Brands Come to Life: Experimental Research on the Vividness Effect of Virtual Reality in Transformational Marketing Communications, in: Virtual Reality, Vol. 21, No. 4, 2017, pp. 177-191.

    Google Scholar 

  • WALTEMATE, T.; GALL, D.; ROTH, D., BOTSCH, M.; LATOSCHIK, M. E.; (2018): The impact of avatar personalization and immersion on virtual body ownership, presence, and emotional response, in: IEEE Transactions on Visualization and Computer Graphics, Vol. 24, 1018, No-4, pp. 1643-1652.

    Google Scholar 

  • WEI, W.; QI, R.; ZHANG, L. (2019): Effects of Virtual Reality on Theme Park Visitors’ Experience and Behaviors: A Presence Perspective, in: Tourism Management, Vol. 71, 2019, pp. 282-293.

    Google Scholar 

  • WIEBEL, A.; KEUCHEL, S.; ECKENFELS, M.; DRENGNER, J.; KÖNIG, W. (2020): Challenges of and Recommendations for Combining 6-DOF Spatial VR-Interaction with Spherical Videos (Preprint), in TechRxiv, online verfügbar unter: https://www.techrxiv.org/articles/Challenges_of_and_Recommendations_for_Combining_6-DOF_Spatial_VR-Interaction_with_Spherical_Videos/11525586/1, zuletzt abgerufen am 9.1.2020.

  • WREFORD, O.; WILLIAMS, N.; FERDINAND, N. (2019): Together Alone: An Exploration of the Virtual Event Experience, in: Event Management, Vol. 23, 2019, No. 3, pp. 721-732.

    Google Scholar 

  • ZANGER, C. (2019): Eventforschung – Rückblicke, Einblick, Ausblicke, in: Zanger, C. (Hrsg.): Eventforschung - Aktueller Stand und Perspektiven, Wiesbaden 2019, S. 1-25.

    Google Scholar 

  • ZANGER, C.; KLAUS, K.; KIEßIG, A. (2018): Trendbericht Exhibition Design, Berlin 2018.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Hochschule Worms, Worms, Deutschland

    Jan Drengner & Alexander Wiebel

Authors
  1. Jan Drengner
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Alexander Wiebel
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Jan Drengner .

Editor information

Editors and Affiliations

  1. Chemnitz, Germany

    Cornelia Zanger

Rights and permissions

Reprints and permissions

Copyright information

© 2020 Der/die Herausgeber bzw. der/die Autor(en), exklusiv lizenziert durch Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Drengner, J., Wiebel, A. (2020). Virtuelle Realität im Veranstaltungsmanagement - Einsatz, Nutzen und Herausforderungen. 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_2

Download citation

  • DOI: https://doi.org/10.1007/978-3-658-31775-1_2

  • Published:

  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-31774-4

  • Online ISBN: 978-3-658-31775-1

  • eBook Packages: Business and Economics (German Language)

Publish with us

Policies and ethics

Search

Navigation