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This study aims to examine the impact of Political, Economic, Social, Technological, Environmental, and Legal (PESTEL) factors on event businesses in Malaysia. Using qualitative interpretive methods and data from in-depth interviews with 15 event managers, the study identified several external factors affecting event operations. The results show that political factors such as government policies, small business funding grants, and global trade agreements or restrictions can significantly impact event businesses. Economic factors such as exchange rates, labor costs, globalization, and economic growth or decline can also affect operations, while social factors such as consumer trends, tastes, buying habits, lifestyle factors, and population demographics can also play a role. Technological factors, including tools and technological advancements, incentives, and the widespread use of social media, are also identified as important. Moreover, environmental factors such as supply chain management, procurement, future pandemics, ethical sourcing, sustainable resources, weather and climate, risk assessment, multiracial sensitivity, and geographical location are found to impact event businesses as well. Finally, legal factors such as health and safety regulations, employment laws, common laws, and consumer protection laws can also affect event operations. Overall, this study highlights the importance of conducting PESTEL analysis to gain a comprehensive understanding of external factors that can impact event businesses. By using this analysis, event managers can develop strategies to mitigate risks and adapt to the changing market conditions. The findings suggest that event managers must remain vigilant in monitoring and responding to political, economic, social, technological, environmental, and legal factors to ensure the success of their operations.

This case study delves into the remarkable journey of QLIC Solution Sdn Bhd, an event management company led by its visionary founder, Nick Tan Yeet Fhong. The study explores the profound impact of the COVID-19 crisis on QLIC Solution's operations, the challenges faced during the pandemic, and the company's exceptional ability to adapt and innovate to thrive amid adversity. Additionally, the research sheds light on the unexpected opportunities that arose from the crisis and how QLIC Solution's proactive approach to crisis management brought added value to the event management industry. QLIC Solution's resilience and resourcefulness not only allowed them to survive but also positioned them as a saviour for other businesses seeking to rescale and upscale. The case study highlights the importance of digital transformation, strategic partnerships, and reskilling in navigating crises and achieving sustainable growth. QLIC Solution's journey serves as an inspiring example for businesses seeking to embrace change, capitalise on emerging trends, and create a resilient and customer-centric approach in an ever-evolving market landscape.