The impact of artificial intelligence on event experiences: a scenario technique approach

B. Neuhofer; B. Magnus; K. Celuch

doi:10.1007/s12525-020-00433-4

The impact of artificial intelligence on event experiences: a scenario technique approach

B. Neuhofer^*
, B. Magnus
, K. Celuch

^*Corresponding author for this work

Faculty of Economic Sciences and Management, Nicolaus Copernicus University in Toruń

Research output: Contribution to journal › Article › peer-review

Abstract

Digital technologies are transforming human relations, interactions and experiences in the business landscape. Whilst a great potential of artificial intelligence (AI) in the service industries is predicted, the concrete influence of AI on customer experiences remains little understood. Drawing upon the service-dominant (SD) logic as a theoretical lens and a scenario technique approach, this study explores the impact of artificial intelligence as an operant resource on event experiences. The findings offer a conceptualisation of three distinct future scenarios for the year 2026 that map out a spectrum of experiences from value co-creation to value co-destruction of events. The paper makes a theoretical contribution in that it bridges marketing, technology and experience literature, and zooms in on AI as a non-human actor of future experience life ecosystems. A practical guideline for event planners is offered on how to implement AI across each touch point of the events ecosystem. © 2020, The Author(s).

Original language	English
Pages (from-to)	601-617
Number of pages	17
Journal	Electron. Mark.
Volume	31
Issue number	3
DOIs	https://doi.org/10.1007/s12525-020-00433-4
Publication status	Published - 2021

Keywords

Artificial intelligence
Customer experience
Events industry
Scenario technique approach
Service dominant logic
Value co-creation

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10.1007/s12525-020-00433-4

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85090470510&doi=10.1007%2fs12525-020-00433-4&partnerID=40&md5=14ea55f2baf871f1c8477f2c30bb0e65

Cite this

@article{ceae1cd43cab48e2be0df11236933800,

title = "The impact of artificial intelligence on event experiences: a scenario technique approach",

abstract = "Digital technologies are transforming human relations, interactions and experiences in the business landscape. Whilst a great potential of artificial intelligence (AI) in the service industries is predicted, the concrete influence of AI on customer experiences remains little understood. Drawing upon the service-dominant (SD) logic as a theoretical lens and a scenario technique approach, this study explores the impact of artificial intelligence as an operant resource on event experiences. The findings offer a conceptualisation of three distinct future scenarios for the year 2026 that map out a spectrum of experiences from value co-creation to value co-destruction of events. The paper makes a theoretical contribution in that it bridges marketing, technology and experience literature, and zooms in on AI as a non-human actor of future experience life ecosystems. A practical guideline for event planners is offered on how to implement AI across each touch point of the events ecosystem. {\textcopyright} 2020, The Author(s).",

keywords = "Artificial intelligence, Customer experience, Events industry, Scenario technique approach, Service dominant logic, Value co-creation",

author = "B. Neuhofer and B. Magnus and K. Celuch",

note = "Cited By :31 Export Date: 14 December 2023 Correspondence Address: Neuhofer, B.; Innovation and Management in Tourism, Campus Urstein S{\"u}d 1, Austria; email: [email protected] References: Akaka, M.A., Vargo, S.L., Technology as an operant resource in service (2014) Information Systems and E-Business Management, 12 (3), pp. 367-384. , https://doi.org/10.1007/s10257-013-0220-5; Backman, K.F., Event management research: The focus today and in the future (2018) Tourism Management Perspectives, 25, pp. 169-171. , (,).,., https://doi.org/10.1016/j.tmp.2017.12.004; Becker, A., Artificial intelligence in medicine: What is it doing for us today? (2019) Health Policy and Technology, 8 (2), pp. 198-205. , (,)., (,)., https://doi.org/10.1016/j.hlpt.2019.03.004; Bowdin, G., Allen, J., O{\textquoteright}Toole, W., Harris, R., McDonnell, I., (2012) Events management, , Routledge, New York; Buhalis, D., Law, R., Progress in information technology and tourism management: 20 years on and 10 years after the internet. The state of eTourism research (2008) Tourism Management, 29 (4), pp. 609-623. , \&, (,).,., (,)., https://doi.org/10.1016/j.tourman.2008.01.005; Buhalis, D., Harwood, T., Bogicevic, V., Viglia, G., Beldona, S., Hofacker, C., Technological disruptions in services: Lessons from tourism and hospitality (2019) Journal of Service Management, 30 (4), pp. 484-506. , \&, (,).,., (,)., https://doi.org/10.1108/josm-12-2018-0398; Cabiddu, F., Lui, T.W., Piccoli, G., Managing value co-creation in the tourism industry (2013) Annals of Tourism Research, 42, pp. 86-107. , \&, (,).,., https://doi.org/10.1016/j.annals.2013.01.001; Camilleri, J., Neuhofer, B., Value co-creation and co-destruction in the Airbnb sharing economy (2017) International Journal of Contemporary Hospitality Management, 29 (9), pp. 2322-2340. , \&, (,).,., (,)., https://doi.org/10.1108/ijchm-09-2016-0492; Campbell, M., Hoane, A.J., Hsu, F., Deep blue (2002) Artificial Intelligence, 134 (1-2), pp. 57-83. , \&, (,).,., (,)., https://doi.org/10.1016/s0004-3702(01)00129-1; Cankurtaran, P., Beverland, M.B., Using design thinking to respond to crises: B2B lessons from the 2020 COVID-19 pandemic (2020) Industrial Marketing Management, 88, pp. 255-260. , \&, (,).,., https://doi.org/10.1016/j.indmarman.2020.05.030; Carrico, G., The EU and artificial intelligence: A human-centred perspective (2018) European View, 17 (1), pp. 29-36. , (,).,., (,)., https://doi.org/10.1177/1781685818764821; Cooper, K., (2018) AI for events: The future is here. 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year = "2021",

doi = "10.1007/s12525-020-00433-4",

language = "English",

volume = "31",

pages = "601--617",

journal = "Electron. Mark.",

issn = "1019-6781",

publisher = "Springer Verlag",

number = "3",

}

TY - JOUR

T1 - The impact of artificial intelligence on event experiences: a scenario technique approach

AU - Neuhofer, B.

AU - Magnus, B.

AU - Celuch, K.

N1 - Cited By :31 Export Date: 14 December 2023 Correspondence Address: Neuhofer, B.; Innovation and Management in Tourism, Campus Urstein Süd 1, Austria; email: [email protected] References: Akaka, M.A., Vargo, S.L., Technology as an operant resource in service (2014) Information Systems and E-Business Management, 12 (3), pp. 367-384. , https://doi.org/10.1007/s10257-013-0220-5; Backman, K.F., Event management research: The focus today and in the future (2018) Tourism Management Perspectives, 25, pp. 169-171. , (,).,., https://doi.org/10.1016/j.tmp.2017.12.004; Becker, A., Artificial intelligence in medicine: What is it doing for us today? (2019) Health Policy and Technology, 8 (2), pp. 198-205. , (,)., (,)., https://doi.org/10.1016/j.hlpt.2019.03.004; Bowdin, G., Allen, J., O’Toole, W., Harris, R., McDonnell, I., (2012) Events management, , Routledge, New York; Buhalis, D., Law, R., Progress in information technology and tourism management: 20 years on and 10 years after the internet. The state of eTourism research (2008) Tourism Management, 29 (4), pp. 609-623. , &, (,).,., (,)., https://doi.org/10.1016/j.tourman.2008.01.005; Buhalis, D., Harwood, T., Bogicevic, V., Viglia, G., Beldona, S., Hofacker, C., Technological disruptions in services: Lessons from tourism and hospitality (2019) Journal of Service Management, 30 (4), pp. 484-506. , &, (,).,., (,)., https://doi.org/10.1108/josm-12-2018-0398; Cabiddu, F., Lui, T.W., Piccoli, G., Managing value co-creation in the tourism industry (2013) Annals of Tourism Research, 42, pp. 86-107. , &, (,).,., https://doi.org/10.1016/j.annals.2013.01.001; Camilleri, J., Neuhofer, B., Value co-creation and co-destruction in the Airbnb sharing economy (2017) International Journal of Contemporary Hospitality Management, 29 (9), pp. 2322-2340. , &, (,).,., (,)., https://doi.org/10.1108/ijchm-09-2016-0492; Campbell, M., Hoane, A.J., Hsu, F., Deep blue (2002) Artificial Intelligence, 134 (1-2), pp. 57-83. , &, (,).,., (,)., https://doi.org/10.1016/s0004-3702(01)00129-1; Cankurtaran, P., Beverland, M.B., Using design thinking to respond to crises: B2B lessons from the 2020 COVID-19 pandemic (2020) Industrial Marketing Management, 88, pp. 255-260. , &, (,).,., https://doi.org/10.1016/j.indmarman.2020.05.030; Carrico, G., The EU and artificial intelligence: A human-centred perspective (2018) European View, 17 (1), pp. 29-36. , (,).,., (,)., https://doi.org/10.1177/1781685818764821; Cooper, K., (2018) AI for events: The future is here. Endless Events., , https://helloendless.com/ai-for-events/; Davidson, R., (2019) Business events, , Routledge, New York; Davis, F.D., A technology acceptance model for empirically testing new end-user information systems: Theory and results (unpublished doctoral dissertation) (1986) Massachusetts Institute of Technology, Cambridge.; Devlin, K., (2018) Turned on: Science, sex and robots, , Bloomsbury Publishing, London; Echeverri, P., Skålén, P., Co-creation and co-destruction: A practice-theory based study of interactive value formation (2011) Marketing Theory, 11 (3), pp. 351-373. , &, (,).,., (,)., https://doi.org/10.1177/1470593111408181; Femenia-Serra, F., Neuhofer, B., Ivars-Baidal, J., Towards a conceptualisation of smart tourists and their role within the smart destination scenario (2018) The Service Industries Journal, 39 (2), pp. 109-133. , &, (,).,., (,)., https://doi.org/10.1080/02642069.2018.1508458; Fink, A., Schlake, O., Scenario management: An approach for strategic foresight (2000) Competitive Intelligence Review, 11 (1), pp. 37-45. , &, (,).,., (,)., https://doi.org/10.1002/(sici)1520-6386(200031)11:1%3C37::aid-cir6%3E3.0.co;2-w; Fink, A., Siebe, A., (2016) Szenario-Management: Von strategischem Vorausdenken zu zukunftsrobusten Entscheidungen, , Campus Verlag, Frankfurt; Ford, M., (2018) Architects of intelligence: The truth about AI from the people building it, , Packt Publishing, Birmingham; Getz, D., Event studies: Discourses and future directions (2012) Event Management, 16 (2), pp. 171-187. , (,).,., (,)., https://doi.org/10.3727/152599512x13343565268456; Gidhagen, M., Helkkula, A., Löbler, H., Jonas, J., Sörhammar, D., Tronvoll, B., (2017) Human-to-nonhuman value cocreation and resource integration: Parasocial actors in a service ecosystem, , 2017 Naples Forum on Service, Naples; (2019) Event technology website., , https://www.get.systems/; Godet, M., (2006) Creating futures: Scenarios planning as a strategic management tool, , Economica, Washington, DC; Godet, M., Meunier, F., Structural analysis (1999) Futures Research Methodology, pp. 1-48. , Glenn, J. 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PY - 2021

Y1 - 2021

N2 - Digital technologies are transforming human relations, interactions and experiences in the business landscape. Whilst a great potential of artificial intelligence (AI) in the service industries is predicted, the concrete influence of AI on customer experiences remains little understood. Drawing upon the service-dominant (SD) logic as a theoretical lens and a scenario technique approach, this study explores the impact of artificial intelligence as an operant resource on event experiences. The findings offer a conceptualisation of three distinct future scenarios for the year 2026 that map out a spectrum of experiences from value co-creation to value co-destruction of events. The paper makes a theoretical contribution in that it bridges marketing, technology and experience literature, and zooms in on AI as a non-human actor of future experience life ecosystems. A practical guideline for event planners is offered on how to implement AI across each touch point of the events ecosystem. © 2020, The Author(s).

AB - Digital technologies are transforming human relations, interactions and experiences in the business landscape. Whilst a great potential of artificial intelligence (AI) in the service industries is predicted, the concrete influence of AI on customer experiences remains little understood. Drawing upon the service-dominant (SD) logic as a theoretical lens and a scenario technique approach, this study explores the impact of artificial intelligence as an operant resource on event experiences. The findings offer a conceptualisation of three distinct future scenarios for the year 2026 that map out a spectrum of experiences from value co-creation to value co-destruction of events. The paper makes a theoretical contribution in that it bridges marketing, technology and experience literature, and zooms in on AI as a non-human actor of future experience life ecosystems. A practical guideline for event planners is offered on how to implement AI across each touch point of the events ecosystem. © 2020, The Author(s).

KW - Artificial intelligence

KW - Customer experience

KW - Events industry

KW - Scenario technique approach

KW - Service dominant logic

KW - Value co-creation

U2 - 10.1007/s12525-020-00433-4

DO - 10.1007/s12525-020-00433-4

M3 - Article

SN - 1019-6781

VL - 31

SP - 601

EP - 617

JO - Electron. Mark.

JF - Electron. Mark.

IS - 3

ER -

The impact of artificial intelligence on event experiences: a scenario technique approach

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