EVOLUTION OF COMMUNICATION PRACTICES IN EVENT MANAGEMENT
DOI:
https://doi.org/10.35631/JTHEM.1144001Keywords:
Communication, Digital Communication, Event Management, Event MarketingAbstract
This chronological literature review examines the evolution of communication practices in event management. Despite this growth, the literature remains fragmented across disciplinary boundaries, making it difficult to trace how communication functions in event management have developed over time and how key thematic shifts have shaped the field. To address this gap, the study applied a systematic advanced search strategy using the Scopus database, guided by the principal keywords event management, communication, and event marketing. The search and screening process produced a final dataset of 96 primary studies for detailed review and synthesis. For chronological interpretation, the selected studies were organised into four analytical phases: Emergent Foundations (1994-2008), Conceptual Development (2009-2015), Digital Expansion and Consolidation (2016-2019), and Data-Driven and Post-Pandemic Transformation (2020-2026). The review revealed that early studies primarily approached communication as a supporting tool for coordination, promotion, and stakeholder contact, while the second phase reflected broader conceptual engagement with public relations, community participation, branding, and event learning. The third phase demonstrated a marked shift towards digital interaction, user-generated content, online engagement, and technology-supported communication practices. In the most recent phase, communication became increasingly data-driven, strategic, and integrated with crisis response, sustainability, Artificial Intelligence (AI), platformisation, and adaptive governance. Overall, the findings indicate that communication in event management has evolved from a largely operational function into a multidimensional strategic capability that shapes stakeholder relations, event experience, legitimacy, and long-term resilience. This review contributes a structured temporal understanding of the field and offers a foundation for future research on communication innovation, event sustainability, and digitally mediated stakeholder engagement.
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