Experiencing Virtual Events: A Case of COVID-19

The COVID-19 pandemic has created a significant impact on the event industry all over the world.Numerous events, festivals, conferences, gatherings and other functions have had to be postponed or even cancelled as states began adopting social distancing measures to combat the outbreak.Since then, virtual event has been introduced as an alternative.It is an occurrence of people gathering together not physically in the same location but are connected in a common environment.Understanding the event experience among event attendees which is related to the quality of the event is important for ensuring its success.Hence, this study aims to examine the role of event experience among event attendees towards their commitment to attend virtual events and to examine the role of service quality in attending an online event.A significant implication of this study helps event organizers examine the importance of event experience to achieve a successful virtual event organization.