Building trust before the event: mapping digital credibility indicators of event organizers

Abstract

Purpose: to identify and map digital credibility indicators of event organizers and examine how they contribute to trust building in the pre-event stage within the MICE industry.

Method: this study employs a qualitative descriptive approach using purposive sampling to analyze five event organizers in Indonesia’s MICE industry. Data were collected through digital document analysis of websites, social media, and online portfolios, and were analyzed based on administrative information, portfolio consistency, and visual evidence to identify digital credibility indicators.

Findings: event organizers’ digital credibility is built through three main indicators: administrative transparency, portfolio consistency, and visual evidence. Among these, visual content plays the most influential role in shaping trust by helping potential clients evaluate service quality before direct interaction.

Implications: digital credibility is shaped not only by promotional activity but also by transparent information, consistent portfolio presentation, and authentic visual content. These indicators can guide both clients in evaluating Event Organizers and practitioners in strengthening their digital trust-building strategies.

Originality: lies in mapping and integrating digital credibility indicators of event organizers into a structured framework, rather than focusing on isolated promotional tools or platforms, within the context of the MICE industry.

Open access article under CC–BY-SA license.