Sports venue digital twin technology from a spectator virtual visiting perspective

Abstract

The purpose of this article is to adopt a customer-centric perspective the and introduce digital twin technology as a solution for mega-sport event management. This conceptual model article focuses on the potentially drastic role of digital twin technology in modern sports events, explaining in detail different aspects of its impact. The main research question is “How (and why) do sports venue digital twin emerging technologies prospectively impact the sports spectators” customer experiences?” It contributes to understanding how and why sports venue digital twins make events more customer-centred by enhancing fan experiences and engagement. Subsequently, it aims to position digital twin technology as an innovative solution for mega-sport event management across various customer experience touchpoints. By examining the intersection of digital twins and sports events from a customer-centric lens, this article will elucidate the intricacies involved in leveraging this emerging technology to transform stakeholder and fan experiences at major sporting events. Finally, we outline and explain the obstacles, challenges, opportunities, and perspectives of digital twin technology at an intersection with sports events from a customer-centric perspective. The use of digital twins potentially enables the creation of hyper-realistic virtual replicas of sports venues, providing immersive and personalized experiences for spectators. This technology allows event organizers to optimize resource allocation, streamline logistics, and improve operational efficiency.

Diversity, equity and inclusion in the sport metaverse

“…Consider, for example, sport events and the use of digital twins. Glebova et al (2023) relayed how the "technology can reduce the need for physical presence and travel, lowering carbon emissions while also providing new avenues for fan engagement" (p. 1). Further, "events accessed through digital twins allow remote fans to immerse themselves in compelling digital environments and interact with other attendees from around the world" (p. 1).…”