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Since our reform and open policy has been adopted, our exhibition industry has increased rapidly. Exhibitions are unique amongst new and established media in enabling customers, prospects and industry colleagues to meet face to face. With the development of network economy, e‐commerce plays a major role on new economy stage. Undoubtedly, it will work on exhibition industry. This paper probes into how to combine e‐commerce with the exhibition industry effectively with particular reference to PR China.

This paper aims to take International SPOrt (ISPO) as a typical case to study how exhibition organizers can reshape their relationship with users through business model innovation to answer the question that how enterprises can help the exhibition industry to upgrade and develop through business model innovation in the internet environment.

Faced with the development of internet technology, the impact of online platforms, the relationship between exhibition organizers and their customers are facing unprecedented challenges. On the basis of the literature review, this study analyzed the innovation of exhibitors’ business model from three modules: value proposition, revenue logic and cost base and how to reshape their interaction with users through innovation. This study systematically analyzed the innovation of the ISPO business model and the process of reshaping its relationship with users and dynamic interaction with a single case study method.

The main conclusions are as follows: the starting point of reshaping the relationship between exhibition organizer and users in the internet era is to re-understand the needs of customers, the key point of reshaping the relationship is to further cultivate the industrial value and the sustainability of the relationship lies in the customer life cycle management.

From the perspective of exhibition organizers filling the gap of case study in the field of the exhibition. In the area of the exhibition, previous studies rarely started from the perspective of exhibition organizers, but, this paper discusses the interaction between exhibition organizers, exhibitors and visitors from this perspective in this study.

The purpose of this article is to compare past and current experience of exhibition activities in the UAE in general and in Dubai in particular, to identify the major hurdles and obstacles which had arrested the advancement of this sector, and to benchmark this activity vis‐à‐vis Dubai's main competitors both nationally and internationally.

For each of four selected exhibitions, a systematic random sample of 1,000 visitors was selected. The data were collected via structured face‐to‐face interviews using a standard questionnaire on the four sites. In addition, a random sample of 100 exhibitors was selected for each of the four exhibitions. The data were collected via structured face‐to‐face interviews using a standard questionnaire on the four sites. Several in‐depth interviews with the staff of the exhibition's organizers representing the different exhibitions under study were carried out before, during and/or after the events to help identify the challenges and opportunities.

The exhibition value chain can be improved in several key activities. Several important strengths and weaknesses have been identified for the Dubai exhibition industry. The best practice of facilities in Paris offers Dubai the best model for increasing sustainable competitiveness. The key for the Dubai exhibition industry is differentiating the city from the competition and value innovation in the exhibition value chain.

Dubai is a rapidly expanding city, making growth in attraction difficult to predict.

Recommendations are developed to improve Dubai exhibition facilities.

The paper provides analysis of a growing industry in a high growth diversifying economy.

The 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.

The 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.

The 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.

There 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.

The purpose of this study was to provide a holistic view of exhibition destination attractiveness by examining perceptions of two of the three key stakeholders (exhibition organizers and visitors) and contrasting them with those of exhibitors.

This research used a mixed method approach, collecting 535 responses from visitors attending nine business-to-business exhibitions in four major cities in China via structured surveys. In addition, eight in-depth interviews with CEOs/owners of leading global and Chinese exhibition companies were conducted.

The findings revealed that exhibitors may go almost anywhere where there is potential for successful business. In contrast, visitors prefer exhibition destinations with good accessibility to minimize travel time and an attractive leisure environment that offers a degree of enjoyment in addition to taking care of business. A destination’s “economic environment” and “cluster effects” were comparatively less important to them. Organizers were cognizant of these differences, contributing to their reluctance in taking large-scale, branded exhibitions to second-tier destinations, despite considerable efforts by these cities to improve their infrastructure.

This study offers practical guidelines for destination administrators and exhibition organizers with regard to evaluating destination resources for long-term exhibition development.

In contrast to prior studies, this research identifies significant differences in perceptions of exhibition destination attractiveness among all three key industry stakeholders. It also presents a persuasive case for the need to clearly differentiate between the attractiveness of a destination for attracting/hosting exhibitions versus conventions, rather than approaching the subject from a more generic meetings, incentives, conferences, and exhibitions (MICE) segment/business events perspective.

The purpose of this paper is to provide an overview of the exhibition industry in China and to report on an exploratory study of 306 exhibitors and visitors to a trade exhibition in Guangzhou, China, which examined decision‐making factors that influence the visitors and exhibitors in exhibition‐participation.

The research took a quantitative approach by conducting a survey at the Guangzhou International Beauty & Cosmetic Import‐Export Expo in late March 2008. A total of 306 valid responses were obtained. Descriptive analysis and factor analysis were conducted using SPSS 12.0.

Study findings indicate five categories of factors that influence exhibition‐participation. Promising second‐tier cities as exhibition destinations are also identified and discussed.

A contribution of the study is exploring whether participants attach importance to destination attributes when they consider attending an exhibition. It also investigated, for the first time, exhibitors' and visitors' preferences for 15 second‐tier cities in China as exhibition destinations.

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.

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.

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.

Teaching notes are available for educators only.

CSS 11: Strategy

To establish how and why exhibition managers manage circulation, this study explores the techniques (specific activities used to influence circulation), outputs (tangible enhancements in the performance of the exhibition resulting from changes in circulation dynamics) and outcomes (benefits of those enhancements to exhibitors, attendees and the exhibition organiser) of circulation management.

In face-to-face interviews, 10 exhibition managers were asked how and why they manage attendee circulation, which also involved a card-sorting exercise to elicit tacit circulation management knowledge. Four different experienced exhibitions managers from three continents were asked to validate the findings.

Four types of techniques were identified: magnet, layout, curiosity and playfulness and guiding techniques, with these implemented to achieve five outputs: greater footfall, better exposure to exhibits, enhanced navigation, greater buzz and managing congestion levels. The results further show that circulation was managed to achieve a variety of organiser-, exhibitor- and attendee-related outcomes. The study uncovered a large range of factors influencing the employment of circulation management techniques. Conflicts in outputs resulting from several techniques are highlighted, requiring the exhibition manager to establish which outputs and resulting outcomes take priority over others.

This exploratory study is the first study to propose a circulation management model for the exhibition context, equipping exhibition managers with knowledge to strategically manage attendee circulation.

While the economic benefits of the exhibition industry for the hotel sector have been addressed, the impact of exhibitions on individual hotels is unknown, especially when individual hotels’ star classification and locations are considered. This study aims to provide a better understanding of how room rates of different hotels change during different stages of the Canton Fair in China from a spatial-temporal perspective.

Room rates of 681 star-hotels within the city of Guangzhou before, during and after the Fair were extracted from websites. Through spatial interpolation and autocorrelation analysis and geographical detector (GeoDetector) technique, spatial and temporal patterns of hotel room rates and the interdependence between the convention center and the hotels with different star classification and locations were examined.

An inverse-U shape of room rate change was identified before, during and after the Fair, and the five-star hotels had the sharpest increase. Moreover, the distribution of hotel room rates followed the law of distance decay. The variation of hotel rates became larger when the distance to the convention center was larger. Spatial high-high clusters varied among hotels with different star classification.

This study contributed to the hotel literature by providing empirical evidence regarding how hotels with different star classification and locations were affected by events. This study also advanced the event literature by introducing GeoDetector. The findings of this study offered insights into the hotel location selection, pricing strategies and hotel collaboration with events.

虽然展览业对酒店业的经济效益已经得到解决, 但展览对单个酒店的影响尚不清楚, 尤其是在考虑单个酒店的星级和位置时。本研究旨在从时空角度更好地了解中国广交会不同阶段不同酒店的房价变化情况。

网站提取了广交会前、中、后广州市内681家星级酒店的房价。通过空间插值和自相关分析以及地理探测器（GeoDetector）技术, 研究了酒店房价的时空格局以及会议中心与不同星级和位置的酒店之间的相互依赖关系。

会前、会中、会后房价变化呈倒U型, 其中五星级酒店涨幅最大。此外, 酒店房价的分布遵循距离衰减规律。到会展中心的距离越远, 酒店价格的变化就越大。不同星级酒店的空间高-高集群存在差异。

该研究通过提供关于不同星级和位置的酒店如何受到事件影响的经验证据, 为酒店文献做出了贡献。这项研究还通过引入 GeoDetector 推进了事件文献。研究结果为酒店选址、定价策略和酒店与活动的合作提供了见解。

The first purpose of this study is to identify the suitability of a framework that includes ADEPT (i.e. ambience, delivery, environment, product and technology) service quality constructs, distinct perceived value and customer satisfaction. The second purpose is to not only observe specified connectivity in a comprehensive and complex structural model but also reveal key mediators for better linkages. The third purpose is to detect any moderating effects of the knowledge-learning experience between ADEPT constructs and satisfaction.

The causal relationships, mediating effects and moderating effects were analyzed using partial least squares-based structural equation modeling (PLS-SEM).

Based on the ADEPT value-added framework, the higher the ADEPT service quality constructs, the more satisfied the general attendees are through the distinct mediating role of perceived value. Moreover, the influence of service delivery on satisfaction is strengthened with high-level knowledge-learning experiences.

The optimized fit of the ADEPT service quality constructs that are significantly linked to distinct perceived value was theoretically conceptualized and empirically identified in this work. The complex connections and degrees of significant influence throughout the entire process of the ADEPT constructs, distinct perceived value and satisfaction serve here as the basis (i.e. framework) for establishing strategic marketing management in exhibitions. Furthermore, the knowledge-learning experience acts as a key moderator to further increase satisfaction.