Between virtual and in-person: Academic decision-making in the Era of hybrid event

Abstract

Scientific events play a fundamental role in academic and professional tourism, allowing for the dissemination of knowledge, networking and experiences exchange between experts from different fields. With the advance of technology, online events have gained ground, especially after the Covid-19 pandemic, raising questions about whether face-to-face events can be definitively replaced. This study aims to identify the participants' preferences to attend physical and/or online scientific events, exploring trends, challenges and preferences in holding these meetings. The empirical study is based on an interview script applied to 22 tourism university professors and researchers, exploring trends, challenges and preferences in holding these meetings. The results indicate that the respondents recognize a sum of advantages as well as disadvantages in both formats –physical and online.Although online events have become a viable and advantageous alternative in many respects, face-to-face events remain essential for networking building deeper connections and enriching experiences. However, the choice of destination will continue to be a relevant factor for physical events, influencing participants' decisions based on infrastructure, cultural attractions and cost-effectiveness.The future of scientific events will probably be marked by a hybrid approach, balancing the best of both formats.This study provides theoretical and practical contributions to the Meetings Industry (MI) sector. These trends indicate that organisers of scientific events need to adapt their formats to meet the new demands of participants, guaranteeing valuable and accessible experiences for the global academic and professional community.