Visitors’ attraction and co-creation at World Expo – a qualitative study unveiling visitors’ delight and engagement with immersive technology

Global business events like World Expo attract massive numbers of visitors to attend this event. The present study investigates internal and external factors that attracted visitors to attend World Expo – Dubai 2022 and uncovers the core elements of these factors which are important for the strategic & planning context too. To this end, the attendees of this Expo were interviewed using the in-depth interview technique. The results revealed that internal factors such as functional, mechanic, and human cues affect visitors' perception, whereas external factors, which include technological, socio-cultural, political, economic, and environmental aspects, contribute to the collaborative process of shaping visitor experience. The results also demonstrate that strategic planning and marketing strategies align with the AIDA model and that technological integration can help attract more visitors to Business-Expo, thereby boosting local tourism. Taken together, our findings provide meaningful implications for marketers, stakeholders, and governments.