From physical to metaversal events: An exploratory study

Abstract The present study attempts to explore the meaning of words “digital,” “virtual,” “hybrid,” “phygital,” “metaversal,” and “physical” applied planned events. primary aims is understand whether there are significant differences among them how managers can use achieve their objectives. research identifies projective techniques as most appropriate method underpin phenomenon, it adopts an exploratory-qualitative approach. Projective appear innovative since they frequently used for studying people’s instead managers’ perspectives. results allow us classify six dimensions digitally transformed events different, a continuum generated through collected data. Finally, article provides managerial suggestions, such pros cons each event category. For example, strategists organizing metaversal should consider analyzing targets platforms.