Tech in Luxury Events: Southampton Boat Show Case Study by Petrea Mirel Sample

An evaluation of “the growing use of technology” in luxury events, a case study on Southampton international boat show PETREA MIREL

CHAPTER-1 INTRODUCTION

This dissertation examines the expanding role that technology is playing in high-end events, using the Southampton International Boat Show as the case study (Klaib et al., 2021, p. 114037). The technology integration is becoming more commonplace across various industries, revolutionizing how firms run and improving customer experience (Zina, 2021). Planners in the high-end events sector are increasingly turning to cutting-edge technology to produce shows that guests won't soon forget. The term "luxury event" is used to describe a wide range of extravagant gatherings, such as yacht and car shows, runway shows, and art galleries. These events are aimed at a high-end clientele that are seeking out truly unique and memorable occasions; hence they place a premium on luxury, exclusivity, and elegance. The use of technology to enhance event management and attendee participation is a relatively new phenomenon in the luxury events industry (Smith, 2020, p.3). The three aims to understand how technology has changed event are planning, organization, and execution by examining its involvement in luxury events. The second goal is to assess the value of technology in high-end events by looking at how it affects attendees' experiences, event marketing, and overall profitability. To shed light on the useful applications and advantages of technology in the framework of a luxury event, this study aims to identify and analyze specific instances of technology utilization in the Southampton International Boat Show (Grewal et al., 2021, p.8).

The necessity to evaluate technology's impact on the luxury events industry and the growing reliance on it across industries serve as the foundation for this research (Bladen et al., 2022). Understanding how luxury event planners utilize technology to improve their products is essential, given how quickly it develops. This research will help event professionals create educated decisions and boost the efficiency of their event tactics by looking at the growing usage of technology in high-end events (Dong et al., 2020, p. 45). As a result, it will shed light on current trends and practices. The majority of the data for this research project will be gathered from secondary sources. Utilizing pre-existing data from publicly available sources, such as industry reports, scholarly publications, web-based databases, and reliable websites, is a key component of secondary data collection strategies (Jean-Baptiste et al., 2020). This strategy has the benefit of being time and effort efficient, enabling a thorough examination of the subject within the allotted period. This study will thoroughly analyze the expanding usage of modern technology in luxurious events by referencing an extensive variety of secondary sources. Simple random sampling will be used as the sampling technique in this study. By ensuring that every component of an intended population has an equal opportunity of being represented in the sample, this method minimizes bias and improves the accuracy of the results (Aydin, 2020, p.2). Accurate data collecting will allow for accurate sampling, similar to a lottery or random draw, and a thorough analysis of the expanding utilization of technology in luxurious events.

This dissertation will utilize thematic analysis, an approach of qualitative data analysis focusing on finding themes and trends inside the data, which will be used in data analysis. A systematic investigation of qualitative data using thematic analysis enables the scholar to explore recurrent ideas, thoughts, and experiences (Regner, 2019). Using this methodology, the study will identify important themes and trends linked to technology usage at upscale events, giving readers a deep grasp of its meaning and effects. By analyzing the expanding usage of technology in upscale events, this dissertation will add to the body of existing information (Bansal, 2020, p.341). This research intends to illuminate the potentially transformative effects of technology within the luxury events sector by thoroughly examining the role and significance of technology and analyzing its use in the Southampton International Boat Show. This study will provide professionals in the event industry with useful information to improve their event design and execution, delivering enduring memories for guests in the age of technological breakthroughs.

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Research Questions

• What are the most important inventions and developments in technology that have influenced the function of technology at high-end events?
• How does the use of technology in high-end events improve their quality in the eyes of the attendees?
• From the perspectives of event planners, guests, and specialists in the field, what are the pros and cons of using technology in high-end event management?
• When it comes to luxury events, how do guests rate the significance of technology, and how does that affect whether or not they choose to participate?
• How does the Southampton International Boat Show use technology to improve visitor and exhibitor experiences, as well as event logistics?
• What role does technology play in making the Southampton International Boat Show more exclusive, more sophisticated, and more valuable overall?
• How can the best ideas and lessons learnt from the Southampton International Boat Show's innovative tech implementation be applied to future high-end gatherings?
• Is there a way to minimize or get around the drawbacks of using technology in high-end events?
• How does modern technology affect the Southampton International Boat Show's promotional efforts?

CHAPTER-2 LITERATURE REVIEW

Introduction

In this literature review, the Southampton International Boat Show is used as a specific case study to evaluate the usage of technology in high-end events. During the study's execution, potential issues and difficulties could appear. Researchers should think about employing modern technologies and dependable sources of superior information for analysis to reduce these problems. The study sustains its integrity and trustworthiness by using credible sources and avoiding fictitious or unreliable data. To ensure the validity and originality of the report, ethical problems like plagiarism need to be tackled. Utilizing secondary data collecting and basic random sample techniques keeps the costs down to a manageable level (Harari et.al, 2020, p.103377). The principal investment is the scholar's time and labor in gathering trustworthy data and carrying out a comprehensive analysis. When compared to the advantages derived from employing these techniques, the expenditures associated with the internet, paper and material purchases are insignificant. The significance of technology in high-end events is highlighted in this literature study, as well as the applicability of the chosen techniques for assessing the expanding use of tech concerning the Southampton International Boat Show. A thorough and rigorous study of the place tech plays in luxury events is ensured through the use of secondary data gathering, simple random sampling, and the analysis of themes, offering insightful information and adding to the body of knowledge already in the field.

The key technological advancements and innovations that have shaped the role of technology in luxury events

According to Doerner et al. (2022), the event management business has undergone revolutionary changes as a result of the growing importance of technology at high-end events. In this analysis, we'll look at how various technological developments and breakthroughs have changed the face of high-end events. The widespread availability of mobile applications tailored to high-end events is a significant technological development. These event-oriented apps provide users with customized itineraries, up-to-the-moment data, navigable maps, and social connectivity tools. They make it easier for people to get involved in the event, for messages to get over, and for organizers to get the word out quickly and effectively as cited by Linnenluecke, (2020, p. 177). The use of mobile apps has made high-end events more engaging and memorable for guests.

The use of VR and AR technologies has also made a significant impression on high-end gatherings. With the help of these cutting-edge technologies, guests may enjoy virtual tours, exclusive merchandise, and sumptuous settings. Virtual and augmented reality increase user involvement, present new opportunities for promoting products and services, and create memorable brand experiences as cited by Paul, 2020. The ability to transport participants to amazing virtual surroundings has the potential to greatly improve the quality of the event as a whole.

Artificial intelligence (AI) has enabled more nuanced and thoughtful interactions at high-end gatherings. Chatbots and digital assistants powered by AI are used to give instantaneous customer support, answer questions, and direct attendees. Using analysis of data collected from attendees, AI algorithms can improve event management, planning, and suggestions for future attendees. The use of AI has enhanced the event-going experience for all participants and streamlined planning and execution. The audience for high-end events can now be much larger thanks to live streaming and video production tools.

According to Lopez-Leon et.al, (2021) the Live-streaming services have made it possible for elite events to attract viewers all over the world. High-quality video capture of the event increases its impact and allows distant viewers to feel like they are a part of the action. Sponsors and advertisers can increase the exposure of their products to a wider audience with the use of this technology. The incorporation of social media networks have revolutionized high-end events by allowing for instantaneous participation and publicity. Social media is used by event organizers for promotion, live updates, and interactive activities. The event's reach and sense of community can be increased through the connections made, interactions with businesses, and stories shared by participants. The use of social media platforms has become crucial in today's event planning world as cited by Borges Migliavaca et.al, (2020). As a result of the COVID-19 epidemic, contactless technology such as digital tickets, NFC-enabled badges, and cashless payment alternatives have become increasingly common at high-end events. These innovations guarantee a safe and clean environment for the event's attendees.

The integration of technology in luxury events enhances attendee engagement, satisfaction and overall event experience

Technology's role in high-end events has a significant effect on attendees' participation, satisfaction, and overall impression of the event. This analysis will focus on the key ways in which modern technology improves these facets.

Customization and individualization play a significant role. Using data analytics, event organizers may now collect information about attendees to create more personalized and relevant events. Event materials, suggestions, and interactive features can be tailored to individual tastes by analyzing participants' pReferences, past actions, and engagement patterns. Attendees are more likely to participate and enjoy themselves if they feel like the program was tailored to their interests. Luxurious events are increasingly incorporating virtual and augmented reality (VR/AR) technology to create more engaging and interactive experiences for guests. Participants can interact with digital displays, visit virtual locations, and even test out virtual products. Thanks to these technological improvements, users are whisked away to exotic and fascinating locations, making for a more interesting and rewarding experience.

Communication and networking can take place in real time with the help of event-specific platforms and mobile apps. It's simple for attendees to meet one another, chat, and trade contact details. According to Ahmad et al., (2020, p.223419) as a result of the streamlined networking experience, participants are more likely to have meaningful exchanges, collaborate together, and feel more invested in the event. Technology has improved the effectiveness of event logistics, leading to a problem-free experience for all attendees. Shorter lines and happier customers are the result of innovations like mobile ticketing and contactless payment choices. Technology lets spectators to relax and enjoy themselves by streamlining tasks like finding event information, navigating the venue, and making purchases.

Technology has also helped attendees gain easier access to relevant information. Real-time information on exhibitors and event specifics are made available through mobile applications, interactive stands, and digital signage. By having more readily available data, attendees are better able to organize their schedules, make educated decisions, and find their way about the convention. Attendees become more invested and enthusiastic as a result. Due to advancements in technology, upscale gatherings can now include game-like and interactive components. An upbeat and enjoyable mood can be encouraged through the use of online scavenger hunts, competitions, and interactive exhibits. By providing venues for lighthearted competition, these interactive elements boost overall event happiness and participation. Integrating and expanding your social media presence is a key strategy for boosting visitor participation and pleasure. Social media platforms can be used to facilitate two-way communication between event participants, organizers, and sponsors at high-end gatherings. Social walls built from real-time social media feeds and event hash tags help spread the word and build camaraderie among attendees.

The perceived benefits and drawbacks of incorporating technology in luxury event management from the perspective of event organizers, attendees and industry professionals

From the viewpoints of event organizers, attendees and industry experts, integrating technology into luxury event management has both perceived advantages and disadvantages. According to According to Peng, et.al, (2019, p.318) here are some crucial things to remember:

Benefit	Drawbacks
Enhanced Involvement and Interaction- Through engaging and participatory experiences made possible by technology, attendees are more engaged and interact with event material, exhibitors, and other attendees. This encourages a stronger bond and makes the event experience memorable.	Technical Glitches and Malfunctions- Reliance on technology increases the possibility of bugs, communication problems, or equipment failures. These may interfere with the event's flow, aggravate guests, and have a bad effect on the entire experience.
Improved Personalization- The ability to collect guest information and preferences recognition to technology helps event planners to give personalized material, make suggestions, and create unique experiences. Attendee satisfaction and the whole event experience are improved when they feel appreciated and catered to.	Potential Over-reliance on Technology- A greater sense of disconnection from others and less individualized connections may result from an overreliance on technology. If the event doesn't successfully mix technology and human interaction, attendees may feel disengaged or overwhelmed.
Streamlined Event Operations- The management of resources, ticket sales, and other event operations are all automated and streamlined by technological technologies. This boosts productivity, lessens human labor requirements, and frees up event planners to concentrate on giving attendees a smooth experience.	Accessibility and Inclusivity Challenges- Attendees might not all have the same level of access to or comfort using the technology being handled. This can put obstacles in the way of certain people's ability to attend or engage completely in the event.
Real-time Data and Insights- Event planners may make data-driven decisions credit to technology's immediate data reporting and analytics. This gives them the ability to better assess attendees' behavior, preferences, and levels of satisfaction, enabling ongoing development and better event preparation.	Data Privacy and Security Concerns- Concerns about privacy and security are raised by the gathering and use of attendance data. Event planners must make sure that appropriate safeguards are in effect to secure guest data and handle any privacy concerns to build attendee confidence and trust.

The high-end event attendees perceive the importance of technology in luxury events, and how does it influence their decision to attend or engage with such events

Many high-end event-goers base their attendance decisions on whether or not they believe technology will play a large role at the event. The following analysis will go into the main factors that form their perspective on the significance of technology:

In this context, the use of technology adds a layer of complexity and exclusivity to high-end events. Cutting-edge technical developments and features are seen by attendees as representations of the event's prestige and ability to provide a one-of-a-kind experience. Participants seeking unique and expensive experiences are drawn to the event because of the innovative use of technology.

Luxury travelers understand the importance of technology in creating memorable and unique experiences for their guests. They anticipate that technology will allow for engaging content, customized suggestions, and simple access to event details. The opportunity to tailor one's experience at a luxury event to one's specific interests and preferences is a major factor in one's decision to participate in or attend such an event.

According to Lee et al., (2020, p.3) attendees' impressions of high-end events are heavily influenced by the degree to which they are innovative and distinctive. These people enjoy trying new things and are drawn to meetings that take a more unusual approach than the norm. Use of novel technology like virtual and augmented reality (VR/AR) or multimedia displays piques people's interest. The number of people who show up to an event depends heavily on how creative and unique they think it will be.

Attendees at high-end events greatly appreciate the time and effort savings afforded by technological advancements. In addition to streamlining event logistics and providing real-time updates, technology also allows for cashless transactions, enables services like mobile tickets, and more. These conveniences cut down on guests' needing to wait in queue, boost the event's productivity as a whole, and make it more appealing to wealthy people.

High-end participants place a premium on opportunities to network and interact with one another, and they appreciate the role that technology plays in facilitating these interactions. Technology is seen by attendees as a tool that helps them engage with them other, as well as with speakers, exhibitors, and other attendees. Their decision to attend or participate in high-end events is heavily influenced by the availability of networking resources, social media integration, and interesting features.

The specific technological applications and strategies are employed in the Southampton International Boat Show to enhance event logistics, visitor engagement and exhibitor experiences

The Southampton International Boat Show makes use of a wide range of technical resources and methods to improve event management, attendee engagement, and exhibitor satisfaction. However, in order to gauge their efficacy and influence, it is important to conduct a critical analysis of these methods:

The employment of mobile applications by guests at the boat show is an example of cutting-edge technology. In-depth schedules, lists of exhibitors, interactive maps of the site, and live updates are just some of the features provided by these specialized apps. Visitors can benefit from this technology in terms of convenience and information, but its potential to boost visitor engagement and overall experience deserves additional investigation.

The goal of using VR and AR at the boat show is to provide guests an experience that is as realistic as possible. Using QR codes or augmented reality-enabled devices, users might take virtual boat trips and interact with yachts and boats, which could increase their interest and participation. The level to which these technologies improve visitors' comprehension, participation, and overall happiness should be closely evaluated, though.

In order to facilitate better event organization, shorter lines, and faster admission procedures, online ticketing and registration systems are being adopted. Although this technology improves efficiency and facilitates ease, it is essential to assess its performance in practice, particularly the system's dependability and user-friendliness.

Showing off the various choices available in boats, as well as the tools and technology used in them, might benefit from interactive displays and demonstrations. Visitors are encouraged to participate and get a deeper knowledge through the use of interactive exhibits including dynamic touch screens, digital simulators, and multimedia presentations. Evaluate how visitors are affected by the level of interactivity and how much information they retain.

Attendees will be able to make their way around and learn about the day's events thanks to the usage of digital signage and way finding devices. There needs to be a careful assessment of how well digital signage helps visitors find their way around, how much uncertainty they avoid, and how much they enjoy their stay there, despite the fact that it provides constant updates and fresh content.

Exhibitors, attendees, and business professionals are all brought together through the use of online networking platforms to better work together and share knowledge. Users' adoption, usability, and engagement levels are just a few indicators of how successful these platforms are at fostering meaningful connections and generating commercial prospects.

The boat exhibition is promoted and participants are encouraged to interact with one another via social media. The influence of social media activities on visitor engagement, event reach, and the overall experience of attendees should be severely reviewed, despite the fact that interactive marketing, live updates, and hidden material can generate excitement and foster a feeling of community.

The technology contributes to the exclusivity, sophistication, and overall value proposition of the Southampton International Boat Show

To increase its level of exclusivity, competence, and overall offering, the Southampton International Boat Show depends extensively on technology. The success of these technological innovations and their effect on the event, however, requires a critical examination.

According to Peng, et.al 2019 The boat show benefits greatly from technology, especially in the area of experience luxury. Attendees can enjoy fascinating and engaging experiences thanks to the use of VR and AR technology to virtually tour magnificent yachts and boats. This elevates the occasion to a higher level of sophistication and exclusivity. But it's crucial to assess whether or not these technologies live up to the standards of high-end guests and contribute to an overall better luxury experience.

Through the use of technology, we are able to provide individualized service to each of our guests. The boat exhibition may collect client preferences with the help of data analytics and mobile apps, allowing for individualized suggestions. Attendees will feel more special and appreciate the event more because of this unique touch. It is important to analyze the success of these customized events to make sure they cater to each participant's unique interests.

The boat show has demonstrated its dedication to innovation through the use of cutting-edge technologies. Showing their commitment to providing cutting-edge experiences, the organizers have included interactive exhibitions, touch screens, and virtual demonstrations at the event. The event's exclusivity and refinement will be bolstered by the spotlight on cutting-edge technology, attracting business leaders and well-heeled consumers alike. To determine whether or if these technology displays actually add to the exclusive nature of the event, a critical evaluation of their effect on the public's sense of innovation is essential.

According to Pianese, Errichiello and da Cunha, 2022 Technology also helps with event logistics, making the experience more streamlined for guests. Wait times are cut short and registration is made a breeze using online booking and registration solutions. Real-time information and directions are made available via digital displays, interactive maps, and Smartphone apps, making it easier to get about the event. These technology advancements have the potential to streamline event planning and provide attendees with a more satisfying experience, but they should be reviewed closely to see just how effective they will be.

At the boat show, technology helps people meet one other and find business prospects. Exhibitors, specialists, and attendees can all network, set up meetings, and share information thanks to social media and Smartphone apps. The event's exclusivity is bolstered by the networking opportunities provided by these features. However, a rigorous review is required to determine whether or not these networking platforms actually contribute to the event's exclusivity and economic potential by fostering beneficial connections.

As a final touch, the boat show leverages digital tools to increase its exposure to and involvement with online communities. Madray claims that a strong internet presence, interesting material, and coordinated efforts will generate interest in the event in 2020. This social media engagement expands the event's audience, brings in notable attendees, and boosts its promotional value. But it's important to analyze how people's use of social media affects the event's perceived value, level of participation, and overall exclusivity.

The successful practices and lessons learned from the utilization of technology in the Southampton International Boat Show and how can they be applied to other luxury events

The Southampton International Boat Show's use of technology has led to effective strategies and priceless lessons that can be applied to other opulent events. Here are some noteworthy techniques and lessons discovered by Pan, (2021, p.111048):

Seamless Integration- The boat show's overall event infrastructure has effectively incorporated a variety of technical solutions. It involves interactive displays, VR and AR events, online ticketing platforms, and Smartphone applications. Attendees are guaranteed a unified and improved event experience with the easy integration of all these technologies. By carefully choosing and using technology that is in line with their event aims and target audience, other luxurious events may obtain from this method.

Personalization and Data-driven Insights- The boat exhibition makes use of data analytics to customize the experience for visitors. They can provide custom recommendations, information, and interactive features by compiling attendee preferences and behavior (as cited by Valdez Mendia, 2022, p.2041384). This strategy can be applied to other upscale events by using data analytics to learn more about the preferences and interests of its guests. This will enable the creation of individualized experiences and more focused engagement tactics.

Focus on Innovation- By displaying the most recent developments in technology for the boating and yachting industries, the Southampton International Boat Show places a strong emphasis on innovation. This dedication to innovation enhances the appeal of the event and draws high-end customers and businesspeople. By deliberately looking for and adopting innovative technologies that fit with their event concept and target audience, other premium events can prioritize innovation.

Streamlined Event Operations- Technology is used at the boat exhibition to improve logistics and expedite event operations. Systems for purchasing tickets online and signing up for events cut down on wait times, and Smartphone apps and digital signage offer real-time information and directions. Other luxurious events can increase attendee happiness and produce a seamless and effective event experience by optimizing event operations with technology.

Social Media Engagement- The boat exhibition makes good use of social media tools to interact with visitors and advertise the event. They arouse interest and foster a feeling of community with compelling material, real-time updates, and interactive campaigns. Luxury events can take inspiration from this method by utilizing social networking platforms to raise interest, engage participants, and broaden the event's audience.

Emphasis on Networking Opportunities- The boat show understands the value of providing companies and spectators with networking opportunities. They make relationships, meetings, and collaborations easier by integrating mobile applications and Internet networking platforms. By offering online social media tools that let attendees engage with one another, other upscale events can embrace similar strategies and help build beneficial business partnerships.

The challenges and limitations are associated with the use of technology in luxury events, and how can they be mitigated or overcome

The incorporation of technology in luxurious events has many advantages, but it also has drawbacks and restrictions that need to be addressed by event planners. Following are a few typical problems and possible solutions:

Technical Issues and Connectivity- Technology primarily depends on reliable infrastructure and internet access. However, technological problems like unstable networks or equipment malfunctions might ruin the experience of the event. According to Aydin, (2020, p.3) event planners should carry out extensive testing and put backup plans in place to reduce these risks. Any problems that develop during the event can be promptly fixed by having devoted technical support personnel on-site.

Cost and Budget Constraints- Technology integration can be expensive, especially for specialized or small-scale events. The technologies that best support the goals of the event should be given top priority by the event planners after carefully considering their budget (Hong, et.al, 2021). To save expenses and gain access to cutting-edge technologies, they can look into joint ventures or partnerships with technology companies.

Technological Adaptability and User Experience- It could be necessary for participants to get used to new platforms or user interfaces when introducing new technology. It is crucial to make sure that all participants can utilize the technology and that it is simple to understand. Attendees can be assisted in navigating and making full use of the technology by conducting user testing and offering detailed instructions or training sessions.

Privacy and Data Security- Data management and attendee data collection are part of the use of technology. To protect attendee information, event planners must place a high priority on privacy and data security. Privacy issues can be reduced by putting in place strong security measures, adhering to pertinent data protection laws, and getting attendees' explicit authorization before using their personal information as cited Al-Hayani and Ilhan, (2020).

Resistance to Change- Due to individual tastes or a desire to preserve traditional event experiences, certain guests or industry experts may oppose the incorporation of technology in luxurious events. Event planners can overcome this difficulty by clearly outlining the advantages of technology, offering training or demos, and emphasizing how it improves the entire event experience.

The technology influencing the marketing and promotion strategies employed in the Southampton International Boat Show

According to Madray, (2020, p.2456) Technology is fundamental to the marketing and advertising strategies employed at the Southampton International Boat Show. To weigh the benefits and negatives of these technological influences on the event's promotion, however, a rigorous analysis is required. The boat show is able to attract more people because to the widespread use of digital advertising and customized campaigns. Digital marketing channels, search engine optimization, and banner advertising allow the event to reach a highly specialized demographic. Although this method raises awareness of the event, it is essential to analyze whether the targeted campaigns actually bring in the intended audience and whether the cost-benefit analysis of digital advertising is satisfactory.

The technology available today makes it possible for the boat show to feature high-end watercraft in the form of videos, virtual tours, and interactive features. Although these digital experiences can increase the event's allure, it is essential to critically evaluate whether or not they successfully capture the attention of potential attendees and whether or not they truly depict the experience they can anticipate having at the boat show. According to Harari, et.al (2020) the Southampton International Boat Show uses influencer marketing to broaden the show's renown and attendance. Working with influential people like lifestyle bloggers, boating enthusiasts, and specialists in the field can help spread the news about the event to their respective audiences. It is important to carefully assess the credibility and applicability of these influencers to make sure they reach the intended demographic and effectively promote your event.

According to Al-Hayani, and Ilhan, (2020, p. 333) with the use of email marketing and other forms of personalized communication, the boat show may reach out to specific audiences with relevant information. However, it is essential to critically assess if the personalized content properly engages recipients and whether the number and timing of emails are optimized to prevent overwhelming potential attendees, despite the fact that this method provides direct and effective communication. Technology allows for the creation of event websites and other online platforms that serve as information centers for the boat show. While these services provide customers with greater convenience, it is important to assess whether or not they are easy to use, accessible, and deliver reliable information. Promotion for the boat exhibition can be hampered by technical difficulties, a bad user experience, or obsolete information as cited by Doerner, et.al (2022). The success of the marketing efforts for the boat show may be evaluated in large part through the use of data analytics and performance measurement. The event can track things like online attendance, social media buzz, email opens, and ticket sales thanks to cutting-edge tech. If we want to make educated decisions and tweak our marketing tactics consistently, we must first conduct a thorough examination of the data, the analysis, and the interpretation.

CHAPTER-3 METHODOLOGY

• Restating the objectives

The main goals of this study are to look into and assess the function and significance of technology in high-end events, with a particular emphasis on the Southampton International Boat Show (Kashevnik, 2019, p. 2429). The study will be guided by the following research goals:

• The purpose of this study is to investigate how technology affects high-end events. It aims to comprehend that technology has changed event planning, organization, and implementation inside the luxury events industry by probing current practices and trends. This goal will include a thorough analysis of the numerous technology tools and solutions used in the sector and how they affect the quality of the entire event experience.
• The purpose of the study is to assess how important technology is to high-end events. It aims to identify the significance of technology integration in influencing the success and efficiency of luxury events by evaluating the advantages and benefits it offers. This goal will entail a careful examination of how technology affects attendees' experiences, event advertising, operational effectiveness, and total event results.
• The purpose of this study is to identify and evaluate the specific technological applications made at the Southampton International Boat Show. The study intends to offer insights into practical purposes and creative ways to embrace technology within a luxury event by concentrating on this case study. The technology tools, processes, and techniques used at the boat show will be thoroughly examined to achieve this goal, along with their effects on event management and guest participation.

By focusing on these research goals, this project will further knowledge of the expanding utilization of technology in high-end events. The results will give stakeholders, event organizers, and event professional’s important new understandings of the function, significance, and useful implementations of technology in the luxurious events sector (Bairagi, 2019). Additionally, the detailed examination of the Southampton International Boat Show will provide a practical viewpoint and act as a manual for other luxury event planners looking to properly integrate technology.

a. Introduction

The Southampton International Boat Show will be a particular focus of the research technique used in this study, which aims to thoroughly analyze the expanding usage of technology in luxury events (Pandey, 2021). A description of the methodologies used for data collecting, sampling, data analysis, and probable difficulties encountered during the study process is provided in this part.

Secondary sources are the main way that data for this study were gathered. The research will acquire pertinent and trustworthy information on the utilization of technology in luxurious events by utilizing existing material from publicly available sources including industry papers, academic journals, internet-based databases, and credible websites. This technique for gathering secondary data has the benefit of being time and labor efficient, enabling a thorough examination within the allotted timeframe (Chelladurai, et.al, 2021, p. 1305). Simple random sampling is the method of sampling used in this investigation. Since it will resemble lotteries or random draws, accurate data collection will be made possible, allowing for a thorough assessment of the growing utilization of technology in luxurious events.

This study's research technique includes thematic analysis, simple random sampling, as well as secondary data collecting. With the help of these techniques, the study seeks to offer a thorough assessment of the expanding use of technology at high-end events, drawing particular conclusions from the case study of the Southampton International Boat Show.

• Ethical consideration
• Including the fact filled in a Solent ethics form? Is it a part of the appendix?

Yes it is the part of appendix where it is clearly stated that No, the research study did not include sensitive content or subjects that can be construed as insulting, upsetting, politically or culturally sensitive, intensely personal, or illegal, such as criminal activity, ethnicity, physical appearance, violent experiences, addiction, religion, or financial situation (Hancock, 2020, p.90).

b. Why are ethics important? Integrity? Sources?

Research ethics are essential to ensuring that participant rights are upheld, confidentiality is preserved, and informed permission is acquired. Additionally, integrity is necessary to uphold the objectivity and reliability of the research process (Cammaerts, 2020, p.6). The overall accuracy and credibility of the study findings are improved by using reputable and trusted sources to make sure accurate and genuine information.

• Some details about the participants, children, and vulnerable people.

No, the research project did not include those who are at risk for being contacted directly or through a gatekeeper, such as a professional who oversees an organization through which participants are accessed, a service provider, a caretaker, a relative, or a guardian, may include children, young people, disabled people, the elderly, people with stated mental health issues, prisoners, people in social or healthcare settings, addicts, or people with learning difficulties or cognitive impairment (Hasking, et.al, 2019, p.219).

• Research methods 222
• Types of methods that are commonly used? Definition? Source?

Qualitative and quantitative methodologies are two of the most often employed research techniques. While quantitative approaches concentrate on numbers and statistical analysis, qualitative methods explore subjective experiences and meanings (Lê, 2022, p. 310). Sources are the books, articles, and other documents used to compile data for the study.

• Which methods will you use?

The methods that can be employed for this study are theme analysis, simple random sampling, as well as secondary data collecting.

c. Elaborate upon the methods you will use.

Secondary data collection, involving compiling information from already-existing sources, is one of the methodologies utilized in this study (McGill, et.al, 2021, p. 113697). We'll use simple random sampling to choose participants fairly. The data will be analyzed thematically to find repeating themes and trends.

d. Include sources.

Industry reports, scholarly journals, and reliable websites are some examples of pertinent sources.

e. Include the effectiveness and efficiency concerning your objectives.

The chosen strategies for gathering secondary data, simple random sampling, and also thematic analyses are successful and efficient in attaining the study's goals (Bougie, 2019.).

f. What are the advantages? Cost? Efficiency?

The selected research methods have the benefits of being efficient and cost-effective because they make use of existing data and enable thorough study within the allotted timeframe.

• Again, elaborate on the main form of methodology. Include sources.

Secondary data collection is the key methodology for this study. This strategy entails acquiring data from already-existing sources including academic journals, industry reports, online databases, and reliable websites (Harris, et.al, 2019, p.58). The benefits of secondary data collection are numerous, including time and money efficiency. The researcher can spare resources that might have been needed for primary data collecting by using pre-existing data. Furthermore, secondary sources offer a plethora of data from various angles, boosting the study's comprehensiveness (Vaughn, 2020). To ensure the legitimacy and credibility of the data gathered, the researcher would carefully choose pertinent and trustworthy sources.

• Discuss Sampling

a. Source to explain its importance.

Citing sources is crucial, by the American Psychological Association (APA), to acknowledge the work of the original writers, give them credit, and prevent plagiarism. (Reference: APA Format).

b. Why is sampling so important?

Sampling is crucial because it allows researchers to collect data from a portion of people, making it practical, affordable, and able to yield conclusions that may be applied to the entire population (Berndt, 2020, p. 225).

c. There are various methods; you must explain the various types and their benefits.

Simple random, stratified, cluster, and convenience sampling are a few examples of sampling techniques. The representativeness, effectiveness, and applicability of each methodology differ in different study contexts.

d. What type of sampling methods will you employ?

Simple random sampling will be used as the sampling technique for this study (Bhardwaj, 2019, p. 157). To ensure representativeness and reduce distortion in the data collection on the growing usage of technology in luxurious events, it provides equal possibilities of selection.

e. What ones will you not use and why not?

The sample techniques of convenience sampling and stratified sampling would not be utilized in this investigation (D?wigo?, 2019, p. 33). Given that the emphasis is on a particular luxury event rather than the general population, stratified sampling might not be required. To ensure that the selection procedure is fair and accurate to the target population, convenience sampling can be avoided.

1. Data collection methods

a. How will you collect data?

Secondary data-gathering techniques will be used to gather the data for this project. This calls for compiling pertinent data from current sources including industry reports, scholarly journals, internet-based databases, and reliable websites (Niraula, 2019, p. 005). The information will be examined to assess the expanding role of technology in high-end events.

b. Secondary data….

Secondary data is information that has already been gathered by another party for a different reason. The expanding usage of technology in luxury events will be investigated in this study using secondary data that will be gathered from current sources such as industry papers, academic publications, and reliable websites.

c. Will you collect primary data? This could include methods such as:

No, primary data won't be gathered for this investigation. The study will only use secondary data collection techniques to examine and assess how technology is increasingly being used at high-end events.

d. Likert scale?

A popular rating system for gauging attitudes, views, and impressions is the Likert scale (Jebb, 2021, p.637547).

e. Survey Monkey?

Users can create, share, and analyze surveys using the online questionnaire platform Survey Monkey.

f. How many participants? Why?

No, there is no need for any participants because this research report utilized a secondary data approach to explore and evaluate the growing use of technology in luxury events.

1. Limitations

a. What was out of your control?

The use of secondary data, which has potential issues with accessibility, accuracy, and applicability, is one of the research's shortcomings (Ross, 2019, p. 263). In addition, the researcher had no control over elements like data reliability, publication biases, and any gaps in the body of prior research.

• Do you think the participants were diverse enough?

The variety of those participating is not explicitly controlled in this study because secondary data are used instead. To guarantee a thorough viewpoint, the researcher will however take into account the statistical accuracy of the accessible data sources.

c. Were there costing issues?

Since the primary method of data collecting is not being used, there is less expenditure connected with data collection, including participant recruiting or data collection tools.

d. Time issues?

As the research seeks to finish the first section in four or five days, the time restrictions could be a challenge, potentially restricting the breadth and depth of the analysis of data and inquiry.

e. Was the question/response period open long enough?

The information provided does not specifically indicate the question and answer period. However, if the time frame was constrained, it might have an impact on possible participation and rate of response.

f. What would you do differently if you were to carry out this research again?

Enhancing the sample size for increased generalizability, using mixed techniques to collect qualitative as well as quantitative information, and collecting primary data to augment current sources are all possible improvements that might be made if this research were to be done again (Mikalef, et.al, 2019, p. 266).

9. Summary

This study used the Southampton International Boat Show as a case study to evaluate the expanding usage of technology at high-end events. Simple random sampling, thematic analysis, and secondary data collecting made up the methodology that was adopted. To investigate the function and significance of technology at luxury events, secondary information from industry reports, scholarly journals, and reliable websites was used. The selections taken attempted to assure affordability, effectiveness, and the use of trustworthy sources, despite restrictions including limited authority over the variety of participants and probable time constraints. If the study were to be redone, enhancements might include adding primary data collecting, boosting sample size, and using mixed techniques for a more thorough analysis.

CHAPTER-4 FINDINGS

The findings of this dissertation involve the process of providing customized experiences and making informed decisions using attendee data and data analytics. Event planners can customize event material, suggestions, and interactive aspects to participants' tastes and interests by gathering and analyzing attendee data (Argote, 2021, p.5400). Attendee satisfaction and engagement are increased by this strategy. By utilizing data analytics to learn more about their attendees and design individualized experiences that appeal to their target market, other luxurious events can follow similar strategies.

Embracing Immersive Technologies- VR and AR technology are used at the Southampton International Boat Show to give visitors immersive experiences. Participants can explore and engage with expensive yachts and boats through interactive displays and virtual boat tours. To deliver distinctive and intriguing experiences that display their services realistically and engagingly, other luxury events can investigate the usage of VR and AR technologies.

Real-time Communication and Networking- The boat exhibition uses technology to help visitors, exhibitors, and business professionals network and communicate in real time. Participants can interact, exchange contact details, and set up meetings through the use of mobile applications and online networking platforms. This improves networking possibilities and cultivates beneficial connections. Similar networking and communication tools can be used at luxury events to give participants a place to interact and make connections.

Prioritizing Convenience and Efficiency- Through the use of technology for digital ticketing, digital displays, and wayfinding, the Southampton International Boat Show places a high priority on ease and effectiveness. These features improve the overall attendance experience, shorten wait times, and streamline event logistics. Other opulent events might emphasize speed and convenience by incorporating technology like mobile applications, digital signage, and online ticketing systems that give visitors real-time updates and guidance and make it simpler for them to move around the venue.

Social Media Integration and Engagement- The boat show makes great use of social media tools to raise awareness, involve visitors, and broaden the event's audience. Live updates, interactive marketing efforts, and event hashtags foster a sense of fellowship and inspire attendees to contribute their insights. By creating interactive social barriers, live updates, and active campaigns, other luxurious events can use social networking integration to promote engagement, generate excitement, and increase awareness of their event.

Building Partnerships and Collaboration- The Southampton International Boat Show uses technology to help exhibitors, entrepreneurs, and visitors network and create business prospects. The event promotes connections, allows for meetings, and simplifies information exchange by utilizing mobile applications and online networking platforms. By offering networking devices and platforms that facilitate significant relationships and partnerships, luxury events may adopt this strategy and create value for guests and exhibitors.

Data Privacy and Security Considerations- The boat show makes sure that the proper protections are put in place to secure participant data since it understands the value of security and privacy of data. Attendee confidence and trust are increased by this. Other high-end events should put a priority on data security and privacy by putting in place strong data protection mechanisms, adhering to applicable laws, and being open with participants about data gathering and usage practices.

Continuous Evaluation and Improvement- The boat show uses statistical data and input from visitors, exhibitors, and business professionals to review and enhance its event offerings regularly. The event planners may enhance the whole event experience by analyzing attendee behavior, choices, and satisfaction levels to make educated judgments, pinpoint areas for development, and implement adjustments. By gathering feedback, gauging attendee happiness, and employing data to inform decisions, this method of continual review and improvement may be used for other opulent events.

Integration of IoT and Connected Devices- IoT and linked gadgets are used at the boat show to improve the overall event experience. For instance, intelligent sensors and beacons are utilized to collect information about guest movements and preferences, enabling personalized marketing and recommendation systems. The Internet of Things (IoT) and connected gadgets can be used by luxury events to collect real-time data and create personalized experiences according to attendee behavior and preferences.

Artificial Intelligence (AI) for Personalization- To analyze visitor data and deliver individualized recommendations and information, the boat show makes use of AI systems. Artificial intelligence (AI) can recommend pertinent exhibitors, events, and services based on attendee preferences and behavior patterns. With the use of AI, luxury events can provide highly personalized experiences including individualized itineraries, tailored recommendations, and focused marketing initiatives.

Virtual Attendance and Hybrid Events- By providing online experiences and virtual platforms alongside the real event, the boat show embraces the ideas of hybrid events and virtual attendance. Due to this, participants who are unable to attend in person can still take part in and communicate during the event remotely. Luxury events could think about including virtual elements to broaden their audience, host distant visitors, and develop additional sources of income through online ticketing and advertising options.

Sustainability and Green Initiatives- The Southampton International Boat Show has adopted sustainability practices and green initiatives, such as the use of renewable energy sources, lowering trash production, and promoting eco-friendly behavior among exhibitors and visitors (Delios, et.al, 2022, p. 2120377119). Luxury events can prioritize sustainability by implementing similar strategies, such as limiting single-use plastics, encouraging reuse and waste reduction, and integrating eco-friendly technologies and supplies within event operations.

Accessibility and Inclusivity- All visitors, including those with disabilities, are welcome at the boat exhibition, and it aims to be open to everyone. To ensure that everyone has a smooth and enjoyable experience, accessibility services, facilities, and technologies are offered. To provide an inclusive event experience, luxury events must prioritize accessibility by supplying assistive technologies, making accommodations for people with disabilities, and taking into account the varied needs of participants.

By taking into account these conclusions, luxury events may improve their utilization of technology even more and use it to provide remarkable experiences, encourage participation, and satisfy evolving demands of their attendees. To consistently innovate and enhance the experience of the event, event planners must be up to date on the most recent technical developments and best practices. Other luxury events can improve their use of technology to enhance attendee engagement, deliver personalized experiences, reduce event logistics, promote networking, and assure the privacy and security of data by adopting these effective practices and the lessons acquired from the Southampton International Boat Show (Vincent, 2021, p. 307). Every event ought to carefully evaluate its unique goals and target market before choosing and putting into practice the most pertinent technical solutions that support its overarching event strategy.

The study's overall conclusions underscore the crucial role that technology plays in luxury events, with an emphasis on the Southampton International Boat Show and the expanding usage of technology at high-end events. To improve attendee experiences, personalize event content, streamline event logistics, promote networking, and ensure data privacy and security, technology is essential. Luxury events may create immersive and compelling experiences that connect with their intended audience by implementing cutting-edge technical innovations (Eastman, 2020, p. 57). The study emphasizes how crucial technology is to high-end events. Event planners are better equipped to fulfill the changing expectations of guests and deliver amazing experiences with the increased usage of technology. The success of luxury events can be increased by utilizing data analytics, immersive technology like VR and AR, immediate interaction tools, and social networking integration. The study especially looks at the Southampton International Boat Show's usage of technology. To provide individualized experiences and create data-driven decisions, the boat show makes use of attendee data and data analytics. Attendees are treated to engaging experiences because of the integration of immersive technology like VR and AR. Connections and chances to network are facilitated through real-time interaction and networking solutions. Through online tickets, digital signs, and wayfinding, the boat show also places a priority on ease and effectiveness (Wirtz, 2020, p.666). Utilizing social media integration effectively helps spread the word about the event and increases its audience. Additionally, data security and privacy concerns are given top importance. The study gathers pertinent data about the expanding usage of technology at upscale events using secondary data collection techniques. To analyze and assess the topic matter, secondary data sources including published reports, papers, and case research are used. It is decided to use thematic analysis as an approach to data analysis to find and report recurring trends in qualitative data. In the study, potential issues with data collecting and analysis are acknowledged. The researcher emphasizes the use of current technologies and dependable sources to assure the precision and efficacy of the data to address these problems. Concerns about plagiarism are also discussed, with a focus on the usage of reliable sources. The study places a strong emphasis on using legitimate sources to steer clear of fabrications and false information. When gathering and analyzing data, ethical standards are observed and plagiarism-related issues are taken into account. The provided information omits any specific mention of health and safety issues (Reay, et.al, 2019, p. 202). This research is generally inexpensive to carry out because it mainly makes utilization of methods for secondary data collection and straightforward random sampling. Internet charges, paper costs, and the cost of obtaining necessary materials make up the majority of the outlays. The time and effort put in by the researcher are regarded as being essential to carrying out the research successfully.

With an emphasis on the Southampton International Boat Show, this study draws attention to the expanding usage of technology at high-end events. It highlights the function and significance of technology in improving attendee experiences, optimizing event logistics, and utilizing data analytics for tailored experiences. The results imply that embracing technologies like data analytics, immersive technology, real-time interaction devices, and social media integration, and giving data privacy and security a high priority can be advantageous for luxury events. Luxury events can improve their offers, involve participants, and satisfy the changing needs of their target market by integrating these technological solutions. The research's conclusions shed important light on how technology is increasingly being used at opulent gatherings. They emphasize the function and value of technology in improving attendee experiences, optimizing event operations, and satisfying changing expectations. The results indicate that implementing technologies like data analytics, immersive technology, instantaneous interaction tools, and social networking integration might be advantageous for luxury events while giving data privacy and security a top priority (Sørensen, 2021, p. 101067). Luxury events may improve their products, involve guests, and provide memorable event experiences that appeal to their target market by utilizing these technological solutions. These results show how technology has the power to innovate and change the high-end events sector.

The study's findings also highlight the necessity for luxury event planners to keep up with changing guest expectations and new technological trends. Participants now look forward to personalized interactions, interactive features, and seamless connectivity. It is essential for event planners to proactively adjust to these expectations and use cutting-edge technologies like extended reality (XR), blockchain technology, and chatbots powered by artificial intelligence (AI). The research results also shed illumination on the moral and security issues surrounding the use of technology in high-end events. Data security, privacy, and ethical practices must all be given top priority by event planners while gathering and analyzing data. To avoid using any false or fictitious information, they should be sure to use only real and trustworthy sources of information. Additionally, To ensure that guests are safe and secure at the event, event organizers must tackle health and safety issues related to the usage of technology (Newbert, 2022, p.106185). The study's conclusions also have ramifications for those working in the field of event management. They offer priceless insights and useful advice for successfully integrating technology into high-end events. These insights can be used by event planners to create thorough event plans that smoothly integrate technology, improve guest experiences, and maximize event success.

With an emphasis on the Southampton International Boat Show, the general study findings of the dissertation on the expanding use of technology in luxury events offer a thorough grasp of the effects and consequences of integrating technology in the luxury event business (Chamberlain, et.al, 2019). The results emphasize how crucial technology is in improving guest experiences, optimizing event logistics, and satisfying changing expectations. They emphasize how technology has the potential to promote collaboration with tech partners, generate innovation, and enhance sustainability practices. These discoveries may be used by event planners to develop immersive and captivating luxury events that appeal to their target demographic, thereby improving the perception of their brand and assuring a successful event in a cutthroat industry.

CHAPTER- 5 CONCLUSION AND RECOMMENDATIONS

This dissertation concludes that the Southampton International Boat Show was used as the center of a research project on the growing usage of technology in luxury events, which has given researchers important new information about the use, significance, and effects of technology in the luxury event sector. The results show that technology is essential for improving attendee experiences, tailoring event content, optimizing event logistics, promoting networking, and guaranteeing the security and confidentiality of data. To establish immersive and compelling experiences that appeal to their consumers, luxury events can greatly benefit from implementing cutting-edge technical innovations.

This research study has emphasized the particular applications of technology during the Southampton International Boat Show. To provide individualized experiences and create data-driven decisions, the boat show makes use of attendee data and data analytics. Attendees are treated to engaging experiences because of the integration of immersive technology like VR and AR. Connections and possibilities for networking are facilitated through real-time interaction and networking solutions. Through online tickets, digital signs, and wayfinding, the boat show also places a priority on ease and effectiveness. Utilizing social media integration effectively helps spread the word about the event and increases its audience. These results offer useful information to event planners who want to include technology in their high-end events.

The investigation also discusses important factors to be taken into account when gathering and analyzing data. To gather pertinent data on the expanding utilization of technology in luxury events, secondary data collection techniques were used, including published reports, documents, and case studies. Data analysis using thematic analysis was performed to find and document recurring themes in qualitative data. The researcher emphasized the use of up-to-date technologies and dependable sources to assure the correctness and accuracy of the data to reduce possible issues in data collecting and analysis. Concerns about plagiarism were also covered, with a focus on the usage of reliable sources.

The research project made ethical issues a priority. To prevent using any fictitious or false information, only authentic and trustworthy sources were used. The collection and analysis of data adhered to ethical standards. However, the information that was supplied did not specifically address health and safety issues. To safeguard the well-being of guests, future studies could examine the precise health and safety effects of incorporating technology in opulent events.

Several suggestions may be offered to luxury event planners and business professionals following the research findings:

Promote Emerging Technologies- Luxurious event planners should promote emerging technologies and keep up with technology advancements. The event sector has the potential to change and be transformed by technologies like AI-based chatbots, the blockchain, and expanded reality (XR). Event planners may improve guest engagement and happiness by incorporating these techniques into their events.

Personalize Attendee Experiences- Attendee experiences must be customized using data analytics. Event planners can customize event material, suggestions, and interactions to fit the particular needs and interests of participants by gathering and analyzing attendee data (Recuero-Virto, 2022). Attendee engagement is increased and a memorable experience is produced by personalization.

Foster Technology Partner Collaboration- Luxury event planners should aggressively seek out relationships with vendors and technology partners who focus on event technologies. These collaborations may give access to innovative ideas and knowledge of how to smoothly incorporate technology into event operations. Collaboration may spur innovation, increase attendees' experiences at events, and boost their competitive edge.

Integrate Sustainable Technology Practices- When incorporating technology into opulent events, sustainability should be taken into account. Event planners should look into eco-friendly technology options like recycling programs, paperless solutions, and energy-efficient devices. Events may lessen their environmental impact and help create a better future by implementing sustainable technological practices.

Constantly evaluate and evolve- It is important for luxury event planners to regularly assess and improve their technical approaches. Because technology is always advancing, event planners must keep up with the most recent developments and fashions. Determine how well-installed technologies are working regularly, get participant input, and make the required improvements to enhance the entire event experience. Through this iterative process, technology is kept in line with attendees' expectations and provides the greatest benefit.

Enhance Networking and cooperation Possibilities- Attendee networking and cooperation can be greatly aided by technology. To promote fruitful interactions and partnerships, event planners should investigate interactive platforms, matching services, and virtual meeting rooms (Al-Hayani, 2020). Luxury events may generate meaningful connections and build a thriving community by giving guests chances to network and cooperate.

Engage Attendees on Social Media- A key component of luxury event tactics should be social media integration. Make use of well-known social media channels to promote the event beforehand, interact with participants while they are there, and increase its visibility outside of its immediate vicinity. Encourage guests to participate with event content, utilize hashtags that are particular to the event, and share their experiences. This social media interaction makes the brand more visible and fosters a sense of belonging among participants.

Invest in Staff Development- Event planners should invest in the staff's training and development if they want to use technology in luxurious events effectively. Give event teams the know-how and tools they need to use event technology efficiently and fix them. Training courses may address topics including customer support in the age of technology, technological integration, and data protection and security. Technical difficulties can be handled with confidence by professional employees, who can also offer participants first-rate support.

Interact with Specialists and Researchers- To stay up to date on the newest trends, best practices, and advances in event technology, luxury event planners should actively interact with industry experts and researchers. To gain access to cutting-edge research and insights, participate in business forums, go to conferences, and work with academic institutions to form partnerships (Iatsyshyn, et.al, 2020). Working together with specialists and researchers may offer insightful advice and guarantee that events remain at the cutting edge of technology improvements.

The Southampton International Boat Show was the subject of a research project on the expanding usage of technology in luxury events, which highlighted the technology's significant role and importance in improving attendee experiences, optimizing event logistics, and utilizing data analytics for customized experiences. These suggestions can help luxury events provide outstanding experiences that satisfy their target audience's growing expectations and maintain their position as leaders in the competitive event market.

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