Meningkatkan Event Attendee Engagement melalui Teknologi Blockchain dan Non-Fungible Token (NFT)

Abstract

Industri event mengalami transformasi signifikan yang didorong globalisasi, kemajuan teknologi, dan pergereseran preferensi konsumen. Seiring event organizer berupaya untuk terus beradaptasi dengan preferensi konsumen agar tetap relevan, pengimplementasian teknologi NFT pada industri event berpotensi dapat menjadi solusi untuk memberikan pengalaman yang imersif bagi konsumen. Tujuan dari penelitian ini yakni untuk mengidentifikasi permasalahan yang dihadapi event organizer untuk meningkatkan attendee engagement, memberikan solusi, serta merancang model bisnis yang sesuai dan terverifikasi. Penelitian menggunakan metode customer discovery dengan pendekatan deskriptif kualitatif. Pengumpulan data dilakukan melalui non-probability purposive sampling, dimana peneliti melakukan wawancara mendalam terhadap responden customer dan menyebarkan kuesioner secara online pada event attendee. Berdasarkan hasil penelitian, terdapat tujuh permasalahan yang dialami oleh responden. Geovox pun menyediakan solusi berupa fitur-fitur yang telah disesuaikan oleh preferensi responden. High fidelity- prototype berupa dApp yang dibangun di atas jaringan testnet blockchain Near Protocol dan model bisnis berupa lean canvas berhasil terverifikasi.

The event industry has undergone significant transformation driven globalization, technological advancements, and shifting consumer preferences. As event organizers strive to adapt to consumer preferences to remain relevant, the implementation of NFT technology in the event industry holds potential as a solution to provide immersive experiences for audiences. The purpose of this research is to identify the challenges faced by event organizers in enhancing event attendee engagement, provide appropriate solutions, and design a suitable and validated business model. The research employs the customer discovery method with a qualitative descriptive approach. Data collection is conducted through non- probability purposive sampling, where in-depth interviews are carried out with customer respondents, and online questionnaires are distributed to event attendee. Based on the research findings, seven issues experienced by the respondents are identified. Geovox also provides several solutions in the form of features tailored to respondent preferences. A high-fidelity prototype in the form of a dApp built on the Near Protocol testnet blockchain, along with a business model in the form of a lean canvas, has been successfully validated.