Research Innovation
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The MACEOS Research Innovation Committee is committed to advancing industry knowledge through strategic collaborations with leading academic institutions and research centers nationwide.
These partnerships drive impactful research, providing valuable insights and innovative solutions that benefit all MACEOS members.
As virtual events gain popularity, understanding the key factors influencing attendee satisfaction is essential. This study aimed to examine how virtual event quality dimensions affect satisfaction levels, using data from 124 survey responses. The analysis showed that vividness, functionality, entertainment, fulfilment, privacy, and social presence significantly impact satisfaction. These insights can help event planners design more engaging and tailored virtual experiences.
This study examines the most effective model for community-based tourism events (CBTE), incorporating social innovation as a core component of the process. The production of Sulayau fabric is identified as a key contributor to the development of social innovation activities within local communities in Sabah. Two workshops were conducted to empower participants with knowledge of a new social innovation tool known as Memating, aimed at enhancing community engagement and improving the quality of their participation in tourism.
Semi-structured interviews and direct observation were employed as data collection methods. The findings revealed two significant insights: the importance of Memating in increasing operational efficiency among craft traders, and the need for targeted marketing strategies to elevate the visibility of Sulayau fabric in Sabah. Further research is recommended to empirically explore how social innovation can influence and shape the future of community-based tourism events.
This study explores how perceptions of eco-friendliness impact festivalgoers’ decision-making. As environmental awareness grows, attendees are becoming more conscious of festivals’ ecological footprint, prompting organisers to adopt sustainable practices. Using an extended Theory of Planned Behavior (TPB) model, the research examines the role of attitudes, subjective norms, anticipated emotions, and perceived behavioural control in influencing participation in eco-friendly events. Data was gathered from 197 event management students at UiTM Puncak Alam via online surveys and analysed using SPSS. Findings indicate that while attitudes did not significantly impact behavioural intentions, subjective norms, anticipated emotions (both positive and negative), and perceived behavioural control played a crucial role.
The study discusses its limitations, recommendations, and implications, offering valuable insights for future research and event organisers aiming to enhance sustainable festival practices.
The metaverse — a network of immersive 3D virtual spaces — is rapidly gaining traction, particularly among Generation Z. While its impact is well-documented in sectors like gaming and tourism, its role in the events industry remains underexplored.
This study examines how Gen Z perceives metaverse-based events, focusing on factors such as curiosity, ease of use, social influence, and perceived usefulness. A survey of 400 Gen Z respondents in Kuala Lumpur, Malaysia, revealed that curiosity, ease of use, and perceived usefulness significantly shape their attitudes toward metaverse events.
However, social norms had little to no positive impact. These findings provide valuable insights for event organisers and marketers seeking to engage the next generation of attendees in the evolving digital landscape.
This study explores the key factors driving the use of technology by event attendees, with a focus on memorable experiences, perceived value, and enjoyment.
Data was gathered from 202 event management students at UiTM Puncak Alam and analysed using SPSS software. Findings indicate strong correlations between these factors and attendees’ adoption of event technology.
The article also highlights the study’s limitations, offering valuable recommendations and insights for future research in this area.
Festivals significantly contribute to fostering inclusive development by enhancing social capital. They strengthen social bonds by facilitating shared knowledge, cultivating trust, and creating robust networks.
This paper examines the Pangkor Island Festival (PIF) as a case study, demonstrating how festivals drive inclusive development through a structured five-phase process. The findings highlight three core benefits: fostering community cohesion, promoting revitalisation, and preserving cultural heritage.
This study delves into the crucial role of safety and security at music festivals in Malaysia. While these festivals offer significant economic and social benefits, they also present safety challenges.
The research focuses on gathering perspectives from government agencies, whose approval is essential for festival operations.
Through qualitative methods such as interviews, observations, and document analysis, the study underscores the importance of robust safety measures for the successful approval and execution of music festivals. Findings demonstrate that well-enforced security protocols are essential for ensuring the success and acceptance of these events.
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