Abstract:
As technology is getting advanced, technology adoption has become a central topic in event research, particularly within the business event industry. This dynamic environment views the adoption of event technology as a critical factor for ensuring competitive advantage and operational efficiency. In light of this, technology is going to play a pivotal role. Many researchers have expended significant effort to build theories that predict the decision to adopt the technology. However, there is no significant model that explains the decision of event technology adoption in the business event industry. Therefore, the main purpose of this study is to understand the factors that influence the adoption of event technology. The research objective was to examine the relationship between external contexts, which are the Government Support (GS), External Pressure (EP), Sustainability (S) and Event Technology Adoption (ETA) among business event players in Malaysia. By employing judgemental sampling, a total of 152 respondents were involved (i.e., event organiser, PCO). A survey questionnaire was used for data collection and analysed using Smart PLS 4. The results revealed that sustainability has the highest significant relationship with event technology adoption. This suggests that businesses event currently very emphasizing towards SDG goals in their decision making. Overall, these findings can guide decision making and resource allocation, emphasizing the importance of S, GS and EP in driving the desired outcome related to event technology adoption.
