Purpose

Focussing on the perspective of business event leaders, this study aims to explore the future of transformative experience (TE) events, recognising a paradigm shift from organising conventional events to designing and guiding TEs in the meetings, incentives and conferences as exhibitions (MICE) context.

Design/methodology/approach

Using a qualitative interview-based design, insights from 20 international business events industry leaders were gathered and analysed by using thematic analysis through a multi-step process with MAXQDA.

Findings

The findings discuss the future of transformative events by identifying the paradigm shift towards TE in business events and outline key dimensions of the leader’s and team’s mindset and skills. Five design principles for TE events in the MICE sector are identified: design for change; emotionally experiential environments; personal engagement; responsibility; and transformative measurement.

Practical implications

The study offers a snapshot of how transformative events of the future could be designed and suggests a series of practical insights for MICE event leaders and organisers seeking to leverage events as a catalyst for intentional transformation, positive impact and long-lasting change.

Originality/value

The study adds to the emerging body of knowledge on TEs and contributes to an extended stakeholder perspective, namely, that of business event leaders and their teams who are instrumental in facilitating transformative events. An original framework for designing TE MICE events is offered as a theoretical contribution.

中文翻译：

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变革性活动的未来：活动领导者的视角

目的

本研究着眼于商务活动领导者的视角，旨在探索变革性体验 (TE) 活动的未来，认识到从组织传统活动到在会议、奖励旅游和展览 (MICE) 背景下设计和指导 TE 的范式转变。

设计/方法论/途径

采用基于访谈的定性设计，通过 MAXQDA 的多步骤流程进行主题分析，收集并分析了 20 位国际商务活动行业领导者的见解。

发现

研究结果通过确定商业活动中向 TE 的范式转变来讨论变革性活动的未来，并概述了领导者和团队的心态和技能的关键维度。确定了 MICE 领域 TE 活动的五项设计原则： 变革设计；情感体验环境；个人参与；责任;和变革性测量。

实际影响

该研究概述了如何设计未来的变革性活动，并为寻求利用活动作为有意转型、积极影响和持久变革的催化剂的 MICE 活动领导者和组织者提出了一系列实用见解。

原创性/价值

该研究丰富了有关 TE 的新兴知识体系，并有助于扩大利益相关者的视角，即在促进变革活动中发挥重要作用的业务活动领导者及其团队的视角。提供了用于设计 TE MICE 活动的原始框架作为理论贡献。