By Glenn McCartney and Bobo Lee
Live streaming of events and entertainment is a popular tactic, changing the dynamics on how we participate and experience events and entertainment, and a tactic that has been adopted on events on The Cotai Strip. There are several benefits to live streaming such as reaching out to a much wider audience who do not attend the physical event. Including a cost (time and money) calculation, the concert or show could be sold out or other facilities such as hotel rooms could be limited. A challenge for Macau’s tourism industry is hotel room availability during a concert or convention that attracts several thousand participants. When considering the challenge of seasonality and potential months and weekdays with less visitation, live streaming can mean reaching and communicating with potential visitors to travel to Macau at other times.
With fans able to experience real-time communication between the audience, other fans, and the artist, various visuals and effects, and promotional features are integrated into the live streaming platform to enhance the fan experience. Fans already follow celebrities on various social media and streaming platforms as well, so live streaming links well to the fan’s use and familiarity with online platforms. For the event organizer, additional revenues can be generated, and there can be more awareness and engagement (without a visit) with The Cotai Strip resorts. Although there are costs and investments required such as technical support to present live streaming concerts effectively, integrated resorts may include placement marketing of the facilities during the show to raise exposure and develop a positive resort image.
Macau has put tourism diversification – which includes hosting events, shows, conventions, and trade shows – as a key policy priority and there are many tactical responses to this. The use of immersive technologies such as live streaming can certainly provide a role in this.
Inspiring a wish to travel to Macau and The Cotai Strip after watching a live streaming event is a key perspective. This links to Macau’s tourism vision of increasing tourism segments willing to spend more on non-gaming. Live streaming can also extend reach to regional and international audiences. Research* was conducted and collected from a Chinese fan group (over 200 respondents) on their perceptions towards live streaming in Macau. Part of the research examined their satisfaction and interest in watching live streaming concerts and upon watching a live-streaming concert in Macau whether this left a positive impression and an intention to visit Macau. Some watching live streaming for example may not necessarily be willing to travel. Their reason for watching live-streaming concerts, spending intentions on live streaming, and their fan status were part of the analysis. The research reveals that most audiences watch live streaming concerts for entertainment and novelty. This co-creation of involvement, including real-time communication and visual effects, brings an immersive experience to audiences and enhances their engagement with the resort.
It was interesting to find that hosting live streaming concerts in Macau could enhance the destination image and influence future visitations. There are several factors that produce the immersive and interactive experience for those using live streaming, and a post-live streaming engagement process to keep fans engaged and foster that future visit. The satisfaction from live streaming experiences may influence future visit intentions. Macau has put tourism diversification – which includes hosting events, shows, conventions, and trade shows – as a key policy priority and there are many tactical responses to this. The use of immersive technologies such as live streaming can certainly provide a role in this.
*Willingness to participate from the Mainland Chinese audience and co-creation of experience in live-streaming concerts. Bobo, Lee Man Ian (MSc graduate. MSc in International Integrated Resort Management, Faculty of Business Administration, University of Macau)
This post was originally published on here
