Taiwan’s Marketing Strategies for Green Conferences and Exhibitions

Shao-Ping Wang,Miao-Sheng Chen,Mou-Jian Li

doi:10.3390/su11051220

Abstract

This study investigates the status of conference and exhibition industry in Taiwan and its future development by examining the “green conferences and exhibitions” marketing strategy. The findings show that factor and demand conditions are the most important determinants of exhibition location. Moreover, a SWOT analysis of the industry’s features and a holistic marketing strategy will ensure that countries with limited resources, such as regional Asian economies, derive integrated economic benefits from such exhibitions. The results and recommendations should provide organizations with a useful reference for promoting green conferences and exhibitions.

Highlights

IntroductionThe evaluation areas include “enabling environment”, “human capital”, “markets”, and “innovation ecosystem”
This study aims to reduce carbon emissions to implement the purpose of the green conference and exhibition industry and enumerates the weights of various indicators
We indicate the strategic focus each strategy: 1. S-O (Growth) Marketing Strategy: (1) Promoting tourism industry product combinations with high cost–performance (CP) ratios, and integrating green conference centers in order to create market differentiation within an expanded market

Summary

Introduction

The evaluation areas include “enabling environment”, “human capital”, “markets”, and “innovation ecosystem” It represents Taiwan’s competitiveness needs continuous efforts [1]. The Green Conference and Exhibition marketing strategy can be extended to promote the energy saving effect of urban construction and natural resources [2,3]. The conference and exhibition industry is a powerful driver for tourism industry development. It is an “engine”-type industry: in addition to driving many related industries—such as financial trade, transportation and travel, and hospitality—the conference and exhibition industry brings significant economic benefits to regional exhibition hosts. Chen [23] argues that green operations strategy often allows firms to gain access to new markets, increase profits, and enjoy greater competitive advantages. Effectively managing products and services through green activities can help improve companies’ operating performance [28]

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Conclusion