Exhibition Industry Research Articles

Adaptation of the e-servicescape model to the online exhibition industry

PurposeThe servicescape model has been widely adapted in various service industries, but this model may not be applicable if the exhibition is transformed from physical to online. Moreover, there is only a handful of research on online exhibitions; studies focusing on visitor behaviors from various types of online exhibitions and the differences between genders are still lacking. This study aims to examine the different variables in the e-servicescape model and discuss how e-servicescape affects visitor behavior based on the exhibition types and gender differences.Design/methodology/approachThe e-servicescape model is adapted in this study. Qualitative interviews were conducted prior to a quantitative online survey to examine by regression analysis the relationships among the dimensions in e-servicescape and how it affects visitor subsequent behavior. Data analyses are based on the differences between exhibition types and gender differences in response to the three environmental dimensions, namely, aesthetic appeal, layout and functionality, and security concern.FindingsThe findings show that visitors pay more attention to artistic enjoyment in art-related exhibitions and focus on informative issues in other types of exhibitions. “Aesthetic appeal” and “layout and functionality” are important to both genders, but little concern is shown to computer security issues. Female visitors are concerned with aesthetic design and male visitors stress layout and functionality elements. In terms of the security concerns, females have no concern about cookies function, while males have no concern on leaving search history on the website.Originality/valueThere is no previous relevant research on the relationships and influence between e-servicescape and online exhibition; this study focuses on the application of e-servicescape to the online exhibition industry and helps fill this research gap.

Research on Innovative Development of Talents in Dalian Conference and Exhibition industry

In recent years, the conference and exhibition industry, as an emerging tertiary industry, has developed rapidly, which has played a vital role in promoting the economic construction and development of the city. This article has analysed the important role of human resources in the conference and exhibition industry in Dalian, and the current situation of talent development in the conference and exhibition industry in Dalian through literature research, investigation and analysis, and then points out that the existence of problems such as vague target positioning of talent demand in the exhibition industry in Dalian, unreasonable talent cultivation structure, imperfect education system and supporting facilities, and the disconnection of talent cultivation direction from regional economy have affected the development of regional economy in Dalian. Based on this situation, the optimization countermeasures for the innovative development of talents in Dalian’s conference and exhibition industry are proposed.

A Study on the Marketing Optimization Strategy of Exhibition Industry in Dalian under the "Dual Circulation" Development Paradigm

The Chinese government stressed the need to build a new development pattern with the domestic big cycle as the main body and the domestic and international double cycles promoting each other. As a convention and exhibition center city in Northeast Asia, Dalian’s exhibition industry has made brilliant achievements. However, in recent years, influenced by market competition, industrial policy adjustment and other factors, there are still some problems in the marketing strategy of Dalian exhibition industry, compared with the marketing strategy of exhibition industry in developed regions. Strengthening innovation leadership and optimizing marketing strategies will help promote industrial upgrading and transformation, and then improve the quality and efficiency of economic development. This study will provide reference value for the improvement and promotion of Dalian’s exhibition industry.

Co-evolution in Host Partner Program of IndoBuildTech Expo with System Thinking Approach

Purpose – This paper aims to present a review of co-evolution practice in Host Partner Program of IndobuildTech Expo with system thinking approach that related to the current state of research. Design/methodology/approach – The paper presents a co-evolution model that relevance to the collaboration practice between exhibition organizer and visitors of IndoBuildTech Expo through Host Partner Program. Additionally, linking the co-evolution model in Host Partner Program that occurs with a system thinking construction through casual loop diagrams. The data collection method is a documentation study, by collecting written information, either in the form of research reports, media reports, and other documents related to the topic of writing. Furthermore, with a systems thinking framework, the author will carry out an analysis based on predetermined dimensions referring to the documentation study conducted. Findings – For the exhibition industry to generate lasting value, innovative concepts that take into account their capabilities and prospects are needed. One method is to implement synergy collaborations that leverage crossnetwork efforts to strengthen the exhibition business ecosystem. In this work, the co-evolution implementation process is carried out using the systems thinking methodology. It is the term used to advancements in collaboration between organizer and visitors. Co-evolution could improve the quality of visitors and elevate the perspective, contribution and role of visitors in the exhibition. Research limitations/implications – The concept of co-evolution with a systems thinking approach may not be widely used in the MICE sector at the moment. In order to address the needs of exhibitors and create a sustainable exhibition, it is envisioned that co-evolution with a systems thinking approach would lead to an increase in visitor quality and quantity. Studied co-evolution using a systems thinking approach in the exhibition industry are still in their early phases. The necessity for further co-creation research that more precisely articulates the modalities businesses can employ to progress towards co-creation is supported by this synthesis of earlier studies. Practical Implication – Co-evolution with this system thinking method seeks to increase the 'excellence service' of exhibition organizing activities and fulfill exhibitors' satisfaction for visitor quality and quantity to accomplish long-term IndoBuildTech show activities. R eferring to the strategic actions taken by Debindo-ITE on the system thinking process by identifying causal processes, as a result, the relationship between co-evolution and the systems thinking process approach is intertwined. Originiality/value – Studied co-evolution using a systems thinking approach in the exhibition industry are still in their early phases. The necessity for further co-creation research that more precisely articulates the modalities businesses can employ to progress towards co-creation is supported by this synthesis of earlier studies. This paper

지식서비스산업으로서 전시회의 해외진출 동기와 방법 : 국제화 이론으로 분석한 코엑스의 베트남 전시 진출 사례

By examining Coex’s overseas expansion business project, the first overseas business trial among exhibition organizers in Korea, this study attempts to analyze the theoretical motivations and strategic approaches for overseas expansion. Compared to previous studies mainly focusing on manufacturing and service industries, this study provides a new approach to applying international business theories of the contents industry to the exhibition industry in the sense that both are in the scope of the knowledge service industry. The findings show that governments’ multi-faceted support is necessary to enhance the competitiveness of the knowledge service industry. Also, it is a critically successful point to develop a micro-level strategic approach by considering a macro-level blueprint. In addition, adopting a glocalization approach is essential for the success of overseas business expansion in the exhibition industry. This study provides meaningful theoretical foundations for future studies on the global expansion of exhibition businesses and the important political implications for Korea’s exhibition industry.

Rearsch and Suggestions on Wenzhou Exhibition Industry Under the Background of Normal Epidemic Prevention and Control

The report of the 13th Party Congress of Wenzhou pointed out that: adhere to the integrated development of the city, to create a modern Yongjiang coastal garden city, to cultivate building economy, headquarters economy, exhibition economy, to build a new international convention and exhibition center. Under the epidemic, all walks of life have been affected to varying degrees, but the exhibition industry is particularly in a special situation, which has suffered an unprecedented impact and even reached a critical moment. It is in urgent need of attention and attention from the municipal government and relevant departments.

The Spreading Influence of "Tide of Calligraphy — Itinerant Exhibition for Forty Years of Henan Calligraphy in the New Period"

The 2019 annual communication and promotion project of the National Art Foundation, "Tide of Calligraphy — Itinerant exhibition for Forty Years of Henan Calligraphy in the New Period", has been completed in Zhengzhou, Changsha, Chengdu, Xi'an and other cities. At present, the COVID-19 epidemic has affected every link of the ecological chain of the exhibition industry, and the work of "Tide of Calligraphy" has also been affected. The epidemic has changed the inherent pattern of exhibition behavior and strongly promoted the development of industries such as "cloud exhibition hall", which provides the public with more aesthetic perspectives and thinking programs. As a beautiful name card of development of Henan calligraphy for 40 years, "Tide of Calligraphy" also adopts the communication method of "cloud exhibition hall" in the exhibition, which stands out from many exhibitions. All of them show their strong cultural communication and influence, which is of great reference value for us to re-examine the exhibition hall mode and the transformation of calligraphy aesthetics under the COVID-19 epidemic.

Meorient: a pioneer of the digital exhibition industry

Learning outcomes This paper aims to first, identify the external and internal factors that a company needs to analyze when formulating its digital platform strategy. Based on the framework of PESTNPG (political economic social and culture technological population and globalization) and internal analysis a company should analyze both internal and external factors to formulate its digital platform strategy. For companies from emerging markets the institutional-based market created by national or local governments is important for digital platform strategy. Second dynamic capability theory and its linkages to digital platform strategy. The dynamic capabilities view is considered as a primary theoretical lens in the strategy literature to analyze a company’s strategies to achieve sustainable competitive advantages. To carry out a successful digital platform strategy companies need to build strong dynamic capabilities to capture or create opportunities and reconfigure their resources simultaneously. Third the advantages and disadvantages of different digital platform strategies (i.e. an independent digital platform and online–offline integration platform) and the possible consequences and risks of different strategies. It is important to evaluate different types of digital platform strategies that require different capabilities in terms of business structure product structure revenue structure organizational structure and technology architecture. A company needs to link these capabilities to a digital platform strategy to enable the integration (or separation) of online business with offline business. It also increases the accuracy and efficiency of online business. Fourth key points of digital platform strategy implementation. Companies need to identify key profit models for their digital platform to promote business growth and financial returns. It is equally important to increase customer value by leveraging its digital exhibition platform and to learn to use digital technology to foster organizational dematerialization. Case overview/Synopsis Zhejiang Meorient Commerce & Exhibition Inc. (hereinafter referred to as “Meorient”) was a leading company in the exhibition industry in China. The unexpected outbreak of COVID-19 plunged Meorient into a state of emergency that forced it to fight for survival. Further, China had launched a national strategy of Digital China, which created new market opportunities for Meorient. As a result, Meorient gradually developed and launched its digital exhibition services in 2015. Meorient suffered significant losses in 2020 due to COVID-19 and had to formulate a new strategy based on a digital exhibition platform in 2021. Chairman Pan Jianjun had two options. One was a purely digital platform strategy without the original offline exhibition business. The other one was an online and offline integration strategy. Which option was the best way forward for Meorient? Pan had to make a choice. Some of the top management team members believed Meorient should completely transform into a digital platform company and provide comprehensive online digital exhibition services. Over the previous 20 years, Meorient had accumulated a large amount of data from domestic and foreign exhibitors and professional buyers and had gradually developed a digital exhibition platform. It was one of the companies that pioneered digital transformation within China’s exhibition industry. More conservative thinking held that Meorient's strategy should focus more narrowly on the integration of online and offline exhibition businesses. Toward the post-pandemic era, China’s national strategy of “Digital China” accelerated the development of digital infrastructures. During such critical transitional period, Meorient had to choose wisely if it was to sustain its profits or even survive. Complexity academic level The case is aimed at students in undergraduate, MBA, short course executive, EMBA or other executive education programs, especially where digital transformation is featured subject matter. Supplementary materials Teaching notes are available for educators only. Subject code CSS 11: Strategy

디지털 전시 플랫폼 개발 방안에 대한 질적 연구

As the COVID-19 pandemic accelerates digital transformation, there is an increasing need for the development of platforms for exhibitions. This study aims to understand 1) how industry professionals perceive the needs and roles of digital exhibition platforms and 2) what technological and functional features contribute to user satisfaction. To do so, this study adopted a qualitative approach by conducting in-depth interviews with 13 professional exhibition organizers from April to June, 2022. Themantic latent analysis elicited five themes: ‘emergence of digital exhibition platforms and limitations’, ‘amorphous function and form of platform’, ‘nature and identify of the exhibition industry’, ‘public investment on the development of open platform’, and ‘value co-creation and asset safekeeping’. The findings provide meaningful contributions to developing a theoretical framework of digital exhibition platform, facilitating public investments, and promoting collaborations among diverse stakeholders in the exhibition industry.

온라인 전시회 특성이 참가업체의 지각된 가치와 재참가의도에 미치는 영향

This study attempted to understand the characteristics of virtual exhibitions, attracting attention as a new form of trade shows, from a theoretical level and to understand how the perceived value of companies participating in virtual exhibitions affects their re-entry intention. The primary research purpose of this study was to suggest implications for what marketing methods organizers can use to hold them effectively. Questionnaires were distributed to companies with experience in virtual exhibitions as a methodology. Of the 205 collected questionnaires, 200 valid samples, excluding five invalid sample responses, were analyzed using SPSS 25.0 and Smart PLS 3.0. The characteristics of the virtual exhibition derived from the exploratory factor analysis were classified into four categories: convenience, information, technology, and interactivity, and the perceived value of exhibitors was classified into economic and social value. First of all, in terms of economic value, convenience, technology, and interactivity were found to affect the perceived economic value of exhibitors, whereas information was analyzed not to have a significant effect. In the case of social value perceived by participating companies, the three factors of information, technology, and interactivity were found to have a substantial impact. Still, convenience was analyzed to have no effect on perceived social value. Finally, it was found that all of the exhibitors' perceived value had a significant effect on their intention to re-participate. This study not only looked at the characteristics of virtual exhibitions academically in the exhibition industry that had to be switched to non-face-to-face due to COVID-19, but also reviewed the intention to re-participate through the perceived value by exhibitors in virtual exhibitions as practical implications.

전시회 위험지각이 전시회 이미지와 방문 만족도에 미치는 영향 : 코로나 19 팬데믹 상황에서 중국인 관광객을 중심으로

This study is aimed to review exhibition visitors’ perceived risk and related variables in COVID-19 pandemic setting in which exhibition industry is under unprecedented crisis. As authentic experience of exhibition visitors come from face to face gathering in the context of specific time and place, recent arguing over the on-line or untact type of exhibition only provide only imprompt solution and are far from fundamental approach. It is necessary to verify exhibition visitors’ on-site behaviors at an exploratory level and to initiate further studies. A self-entry survey was conducted on 209 Chinese tourists who visited BUSAN BEXCO in October 2021. Regarding Hypothesis 1 and Hypothesis 2, it was found that the perceived risk of the exhibition due to COVID-19 had a significant effect on the exhibition image, and the exhibition image partially had a significant effect on the exhibition visiting satisfaction. In verifying Hypothesis 3, exhibition visiting satisfaction effected significantly revisit intention to exhibition. perceived risk due to COVID-19 was closely related to human service image factor among the exhibition images, and only human service image factor influenced exhibition visiting satisfaction. By conducting this research, perceived risk of the exhibition due to COVID-19 was found, and possible infection from other visitors during stay develop into stigma of COVID-19 after returning to daily life. In addition, it was found that the risk of quality damage when participating in the exhibition due to the COVID-19 quarantine rules is reduced by the excellence of human services rather than the physical exhibition environment. In the similar vein, service staff’s kindness, excellence, and expertise lead to visitors’ satisfaction. The theoretical practical implications and limitations were included at the end of the paper.

Analysis System of MICE Tourism Economic Development Strategy Based on Machine Learning Algorithm

The environmental effect of the meetings, incentives, conventions, and exhibitions (MICE) industry is as extensive as its economic impact. Visitors attending events use a wide range of service providers, including airline car rental firms, restaurants, hotels, theaters, and tour operators. Traditionally used tourism demand forecasting approaches rely heavily on univariate time series and multivariate regression models. Although these function-based prediction systems have demonstrated some effectiveness in forecasting tourism, they are unable to accurately capture the link between tourist demand and supply as a feed-forward neural network does (FFNN). Research has shown that an FFNN can outperform regression and time-series algorithms when it comes to forecasting tourism data. This research, for the first time, expands the use of neural networks in tourist demand creation by combining a hybrid FFNN and chimp optimization learning algorithm (i.e., FFNN-ChOA) into a nonlinear tourism demand dataset. In terms of predicting accuracy, FFNN-ChOA surpasses traditional backpropagation neural networks, regression models, and time-series models.

The trinity of extended service quality, distinct perceived value, and customer loyalty facilitators

PurposeIn line with rapidly developing digitalized marketing technologies, extended service quality has been actively investigated in the exhibition industry. The importance of distinct perceived value linked to service quality has also been emphasized for increasing customer satisfaction. Further, customer loyalty facilitators, such as trust, commitment, and inertia, have been actively discussed in building long-term relationships between firms and their customers. Because establishing an iterative customer loyalty journey is the key to a marketing strategy, the purpose of this study was to clarify how the trinity of extended service quality, distinct perceived value, and customer loyalty facilitators works in that journey.Design/methodology/approachPartial least squares-based structural equation modeling (PLS-SEM) was used to examine the model fit, composite reliability, convergent validity, and discriminant validity of the constructs. PLS-SEM was also used to assess direct and indirect (i.e. mediating) effects.FindingsFirst, the conceptual framework necessary for establishing an iterative customer loyalty journey has been empirically identified. Second, service technology is a key construct of extended service quality as exhibitions transform into digitalized communication platforms. Third, both distinct perceived value and satisfaction act as significant mediators between extended service quality and customer loyalty facilitators.Originality/valueAn effective framework for the iterative customer loyalty journey is theoretically designed and empirically confirmed by drawing a complex but comprehensive map of the trinity (i.e. extended service quality, distinct perceived value, and customer loyalty facilitators).

Development and Innovation of MICE Tourism in China in the Context of the Belt and Road Initiative

MICE tourism is a prominent part of research on tourism in China. The implementation of the Belt and Road Initiative has pointed out a new direction for the fusion and upgrading of the convention & exhibition industry and tourism in China, making MICE tourism expected to go global, integrate into China’s overall strategic consideration system and usher in the opportunity to go international. In this paper, a brief definition of MICE tourism is given, and the value, challenges and innovation path for MICE tourism in the context of the Belt and Road Initiative are systematically analyzed.

Development of the congress and exhibition industry in the Russian Federation

Existing trends are pushing for the emergence of new approaches in the organization of congress and exhibition events, the work of exhibition complexes in Russia and the world. The development of the industry is aimed at introducing a hybrid format of participation, which emphasizes the potential and importance of exhibitions for the restoration of the economic state of the state. The congress and exhibition industry plays the role of a locomotive for industrial, technological, economic, scientific and innovative directions. The successful functioning of the industry is important for achieving a synergistic effect on the socio-economic development of the state and regions. Through congress and exhibition events, the state receives an additional source of income for the federal and regional budgets. Based on the research of the Russian Union of Exhibitions and Fairs, in Russia, congress and exhibition events generate about 3.2 trillion rubles or 3 % of the state’s GDP.

비대면 교육서비스 품질과 진로결정 자기효능감 및 진로준비행동 관계연구 - 전시산업분야로의 진로를 희망하는 대학생을 대상으로

This study was conducted to examine the impact of online education service quality on self-efficacy and career preparation behavior for college students pursuing career in exhibition industry. According to the findings of this research, the items that measure the quality of online education services are classified into physical quality, academic interaction, and peer interaction. Second, academic interaction and peer interaction had a positive and significant effect on self-efficacy. Third, physical quality of online education service quality had a significant effect on career preparation behavior. Fourth, career decision-making self-efficacy had a positive and significant effect on career preparation behavior.

액티브 시니어의 골프전시회 마케팅 믹스에 대한 인식과 참관 제약, 만족도 및 골프 지속이용의도에 관한 연구

This study focused on the active seniors and tried to contribute to enhance their productive leisure activity through exhibition visit. In order to achieve research objectives, the study empirically analyzed the relationship between active seniors' perception of golf exhibition marketing mix, constraints on visit, satisfaction, and continuous golf use intention. Frequency analysis, factor analysis, and multiple regression analysis were performed with 239 active seniors who visited the golf exhibition. The main results were as follows. First, the product and location factors of the golf exhibition marketing mix had a positive effect on the visit satisfaction. Second, the intrapersonal constraint of golf exhibition visit had a negative effect on the visit satisfaction. Third, the visit satisfaction had a positive effect on the intention to enjoy the golf continuously. The study suggested the importance of active seniors as the key player in exhibition industry, and provided academic and practical implications for expansion of their productive leisure activity by exhibition visit.

Comparative Studying on Influencing Factors of Exhibition Economy between China and Germany

As a new economic form after its maturation phase as part of the third industry, exhibition economy has been going through rapid development globally. The role of the exhibition industry in economic development is obvious in the West that some scholars put forward the concept of "exhibition economy".Guided by the relevant principles of economics, this article analyzes the current situation of the exhibition economy in China and Germany by reviewing the development of the exhibition economy. The Porter diamond model analyzes the development influencing factors of exhibition economy. Finally, on the basis of learning from the experience of Germany exhibition economy, it puts forward some suggestions to promote the sustainable development of China’s exhibition economy. China’s current exhibition economy is improving rapidly, and the construction of exhibition halls is in full swing. However, compared with the exhibition economic development situation in Germany, there are still many deficiencies. These shortcomings are also the factors that affect the development of the exhibition economy. Now we need to adhere to the road of green exhibition development and integrate the Internet and the exhibition economy. Improve relevant laws and regulations, and cultivate more exhibition professionals. Only in this way can we promote the better development of exhibition economy in China.

Analysis of Intelligent Exhibition Mode based on 5G Technology

Exhibition is an important platform for the implementation of national strategy and an important carrier of science and technology development in the new era. With the development of artificial intelligence technology, the concept of "Intelligent Exhibition" is proposed. Limited by the impact of communication bandwidth, there are still some problems in the development of intelligent exhibition. With the continuous development and application of 5G network technology, enabling exhibition with 5G will be an important trend in the future development of exhibition industry, and realize the transformation and upgrading of traditional exhibition to intelligent exhibition. Based on the characteristics of 5G technology, this paper discusses the problems in the intelligent exhibition mode, analyses the exhibition mode based on 5G technology, and puts forward the corresponding combination methods.

Do Immersive Displays Influence Exhibition Attendees’ Satisfaction?: A Stimulus-Organism-Response Approach

One of the fastest-growing trends in the exhibition industry is the utilization of immersive technology displays which provide exhibition attendees with enhanced interactive and dynamic experiences. However, little is known about the relationship between immersive technology displays and exhibition attendees’ satisfaction. This study aimed to examine the relationship between exhibitors’ immersive displays and exhibition attendees’ satisfaction in relation to the Stimulus-Organism-Response (S-O-R) framework. Additionally, the study categorized immersive displays and compared them with exhibition attendees’ socio-demographics. An online questionnaire survey was used for data collection, and a series of statistical analyses were carried out. The results revealed that 75% of respondents reported positive experiences with immersive displays, and some attendees were more satisfied with some of the immersive displays. Implications of the study are discussed.