The Influence of “Third Places” and Cuting-Edge Technologies in Event Branding
Authors:
Hristina
Hristova
St. Cyril and St. Methodius University of Veliko Tarnovo, Bulgaria
Pages:
13-
24
DOI: https://doi.org/10.54664/TUXU7335
Abstract:
The article examines the influence of cutting-edge technologies in the event industry, which has emerged as a significant factor for the prosperity of individual destinations and for promoting both traditional and contemporary achievements in various fields of culture and art. The main research objective is to highlight the prospects that artificial intelligence and technologies such as virtual, augmented, extended, and mixed reality reveal to art event organizers and event brand managers in their joint efforts to create immersive experiences and shared value. The research focuses on specific trends in event branding shaped by the dynamic development of technology and the growing appeal of “third places” within the urban environment. The subject of the study includes established event brands that embody the concept of immersive experience in their brand narratives.
Keywords:
cutting-edge technologies, event brand, event branding, immersive experience, “third places”.
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