Strategic Drivers and Barriers to Event Technology Adoption in the Business Events Industry

Abstract

The business events industry has undergone significant transformation due to rapid advancements in technology. However, technology adoption encounters substantial barriers, particularly within emerging markets. Therefore, this study examines the barriers and strategic drivers or factors that influence event technology adoption in the business events industry. Employing a quantitative research approach, data were collected via a structured survey questionnaire featuring closed-ended items measured on a 5-point Likert scale. The target population among business event stakeholders in Malaysia. The findings reveal that perceived ease of use and behavioral control serve as strong motivators for technology adoption, whereas financial constraints and security apprehensions constitute primary barriers. Top management support and facilitating conditions emerge as pivotal enablers that help bridge adoption gaps within organizations. These results demonstrate that technology adoption in business events is fundamentally influenced by both strategic organizational considerations and resource allocation decisions. This study recommends that event organizers, policymakers, and technology providers prioritize addressing financial and security-related obstacles while simultaneously strengthening managerial leadership, infrastructure development, and training support systems. Implementation of such strategies is crucial for enhancing industry competitiveness, improving attendee experiences, and ensuring long-term sustainability within the business events sector. It offers practical insights into how organizations can strategically navigate adoption challenges and effectively leverage technology to influence the future trajectory of business events.