Hybrid and virtual conferencing modes versus traditional face-to-face conference delivery: A conference industry perspective

Abstract

This study examines the use and impact of multimodal, digitally structured conferences within an existing traditional face-to-face conference paradigm. Thirty-five semistructured interviews were conducted with senior Australian convention industry stakeholders. The purpose was to explore the use of digital communication technology (DCT) within hybrid and virtual conferences and their relationship with the traditional conference paradigm of face-to-face conferences. Three main findings resulted from the research. Firstly, face-to-face conferences numerically dominate the industry, while hybrid and virtual conferences represent a miniscule proportion of the conference industry. Secondly, a correlation exists between the interviewee's job role and their level of support for any of the three conference modes. Lastly, the conference industry as a whole has been slow to engage with both hybrid and virtual conferencing and skeptical as far as embracing DCT utilized within the conference delivery mode.