Reimagining hybrid conferences through digitalisation for sustainable and inclusive value creation
(A2025-130353)

AUTHORS

Kitti Boros, Budapest University of Economics and Business

ABSTRACT

In response to growing demands for inclusivity, innovation, and environmental responsibility, academic conferences are increasingly adopting hybrid formats that integrate digital technologies. To examine how hybrid academic events are shaped by digital, sustainability, and marketing imperatives, 41 in-depth interviews were conducted with experienced conference participants. The findings reveal that hybrid formats with blending physical and virtual participation can reduce environmental impact, broaden access, and enhance engagement when underpinned by smart technologies and inclusive design. While integrating digital tools presents challenges, it is essential for achieving both operational efficiency and responsible marketing outcomes. This research contributes to the literature by providing a conceptual perspective on sustainable marketing in hybrid event contexts and offering strategic insights for organisers shaping the future of academic conferencing.