Pros and Cons of Hybrid Events: Applicability of the Goldblat Theory of Green Events

THE PROS AND CONS OF HYBRID EVENTS: APPLICABILITY OF THE GOLDBLAT THEORY OF GREEN EVENTS
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Abstract
Mega events like the FIFA World Cup Final attract large crowds and, therefore, significantly impact the environment. Today, the success of such events is measured partly based on the effort by organizers to protect the environment. However, there is a scarce theoretical underpinning to this end. The Goldblat Theory of Green Events was proposed as an ideal theoretical underpinning. The theory stands out because it allows the exploration of environmental factors and outcomes of an event without necessarily looking into other areas like the economic or social outcomes of mega-events. From the theoretical point of view, hybrid events have several pros and cons, including reaching a large audience with minimum environmental costs. While there is a need for further studies to ensure that such theories are rooted in literature and backed by empirical evidence, the GTGE theory provides a direction that future researchers can follow.
The Pros and Cons of Hybrid Events: Applicability of The Goldblat Theory of Green Events
Introduction
At any time in history, the FIFA World Cup final is usually the most watched event. Stadiums fill to the brim with over 100,000 spectators (as was the case in 2022), with over three billion others following the action online (websites & applications) and in mainstream media (Lundberg, 2022). Social media adds the ultimate experience; not only does it connect those with no access to TVs or radios (in the moment), but it also allows those in the stadium to know a VAR outcome before the ref calls it. In other words, the World Cup final is the epitome of a hybrid event in terms of reach. However, while hybrid events are increasingly normalized, there is the scarce theoretical underpinning that shapes planning and organization decisions,, particularly concerning environmental issues. Chiu et al. (2020) proposed the adoption of the Goldblat Theory of Green Events (GTGE) as the most relevant theory to cure this scarcity. In this regard, the current brief discusses the viability of this theory by using it as a lens in exploring the pros and cons of hybrid events.
Goldblat's Theory of Green Events
Events, whether massive as the World Cup final or small as an SME's management retreat in the next town, impact the environment (Larasti, 2019). Mega events, however, are often the point of focus regarding environmental issues. Organizers of such events are increasingly under pressure to provide actionable strategies to mitigate problems like carbon emissions, garbage collection, and the protection of local flora and fauna. In the 2022 World Cup (Lundberg, 2022), for instance, the sustainability strategy covered five pillars; social, human, governance, economic, and because of the current brief, environment. In other words, the success of mega-events is measured based on economic metrics and on the extent to which organizers strive to protect the environment. However, Chiu et al. (2020) noted that while this trend is commendable for the mitigation of global crises like climate change, they are often ineffective partially because of a lack of theoretical foresight.
After performing a systematic review of contemporary literature, Chiu et al. (2020) concluded that the GTGE theory is among the most relevant theories that can underpin the organization and execution of mega events, turning them into green events. Green events are those in which environment-friendly practices and policies underpin management and operation decisions (Ahmad et al., 2023). In other words, the end goal of Green Events is to ensure that the execution of a mega event has a minimum ecological footprint on the planet. Quoting Goldblat (2012), Chiu and colleagues explained that the GTGE promotes the three core values of innovation, conservation, and education. These values are informed by the converging notions of ecotourism, greening, sustainable development, corporate social responsibility (CSR), renewable energy, and fair trade.
According to the theory, conservation is the responsible use of natural resources, minimization of waste, and efficient management of garbage. Education is concerned with promoting ethical habits and behavior towards the environment. On the other hand, innovation comprises creativity that harnesses or integrates green technologies in the management and execution of events (Venske, 2021). When these values are considered, they provide a framework for how to think about mega-events not only from the point of view of organizers but also from the point of view of millions who attend both physically and online (Chiu et al., 2020). In other words, the GTGE theory is important for event organizers and spectators to forge a united front in tackling environmental issues while enjoying the moment.
The GTGE theory, therefore, provides a lens through which the impact of major events on the planet can be understood and through which mitigation measures can be mapped as a deterrent. The theory highlights the independent and interdependent roles of event organizers, spectators or fans, and local governments within this dynamic. One way of understanding these roles, especially from the point of view of hybrid events, is to explore the advantages and disadvantages of mega events regarding the environment through the GTGE lens (Maguire, 2022). This exploration is also important because it informs the extent to which the theory is relevant in the modern organization and execution of events.
Pros & Cons of Hybrid Events Through the Lens of GTGE
What defines a hybrid event is its ability to be attended both in-person and through mediating technologies like mainstream media, social media, websites, and applications (Puccinelli et al., 2022). As shown by the World Cup final example, the stadium is usually full of people, but the majority of the audience are those watching from the comfort of their couches at home, stools in a bar, and those on the move. Therefore, hybrid events' key feature is its combination of in-person experience and technological mediators. Goldblatt (2011) states this combination has several environmental advantages and disadvantages. Thus, as proposed by Chiu et al. (2020), the GTGE is an ideal lens to explore hybrid events' strengths and weaknesses.
Advantages of Hybrid Events
The first key advantage of a hybrid event is its reach beyond and across boundaries...