Knowledge, Perception and Attitude of Event Management Marketers on using Augmented Reality as An Innovative Marketing Tool in Bangalore
Ashish Parthasarathy1, Harish Unnikrishnan2
1Ashish Parthasarathy, Department of Management Studies, Hospitality and Event Management, PES University, Bangalore, India.
2Harish Unnikrishnan, Department of Management Studies, Hospitality and Event Management, PES University, Bangalore, India.
Manuscript received on 30 June 2019 | Revised Manuscript received on 10 July 2019 | Manuscript published on 30 July 2019 | PP: 2716-2720 | Volume-8 Issue-9, July 2019 | Retrieval Number: I8993078919/19©BEIESP | DOI: 10.35940/ijitee.I8993.078919
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Augmented reality (AR) has been one of the most innovative and trending concepts in the current global market. This paper has been created to assess the Knowledge, Perception and Attitude of Event Management marketers on using AR as an innovative marketing tool. Event management industry is booming across Bangalore with more than 1500 small scale organizations to a number of 18 large scale event management organizations with approximately 38500 freelancers working directly in the event management domain in Bangalore. The outcome of this paper would give an insight towards developing the technology in order to tailor it to the needs of the event Marketers and enhance the visual experience of the attendees. Event marketers are aware of an existing technology called augmented reality but majority of the event marketers do not have the knowledge or the skill to create effective campaigns using AR. Marketers in the events industry have a perception that augmented reality creates more positive impressions compared to traditional marketing campaigns. There is an evidence of their attitude that traditional marketing campaigns should be given more importance than campaigns created using AR technology.
Keywords: Augmented Reality, Event Management, Experience, Marketing.
Scope of the Article: Information Ecology and Knowledge Management