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This study proposes a literature review and, based on the findings, the authors develop a conceptual framework, attempting to explain how technology may influence visitor behavior and eventually trade show performance.

The present research explores the role of visitors in the trade show context. The analysis specifically focuses on the variables that influence visitors’ participation at business-to-business trade shows and how their satisfaction and perception can be related to exhibition performance. The authors also take into consideration technological trends that prior to COVID-19 pandemics were slowly emerging in the trade show industry.

The findings highlight a continuity between pre-, at and postexhibition phases. Visitors’ behavior represents a signal of how a trade show is perceived as postexhibition purchases and next visit emerge as signals of an exhibition evaluation in relation to visitors’ perception. Besides being urgent tools for the continuity of the sector due to the pandemics, emerging technological trends can be key elements in understanding visitors’ behavior and in boosting their interest and loyalty toward trade shows.

The paper proposes a conceptual model including top notch and innovative technological trends to improve the understandment of visitors’ behavior. Both practitioners in companies and academics might find the study useful, given the digital uplift generated by the pandemics.

The case is related to strategy of innovation, strategic marketing and brand valuation.

The case consolidates techniques and methodologies of businesses that demonstrate use of technology and innovation to attain competitive edge. It is appropriate for Master's, executive level programme and advance specialized courses of strategy and entrepreneurship. Introductory classes on basics of strategy and information technology will be value add for students.

In the growing digital era of virtualization, the businesses are depended on technology to facilitate their multiple operations. Virtual events of conference and exhibition provide broad opportunity to connect and collaborate in real time across the globe. The case discussion applies to potential use of virtual platform as a collaborative tool to achieve business objectives. This case highlights the strategic decision making by an IT company – VSL, regarding product migration and services diversification. It focuses on considering the appropriate strategy of innovation and to make the right decisions. Strategy of innovation and marketing techniques applied by VSL management to sustain in the competitive environment describes the essence of the case. The case is written with the objective to enhance user conceptual understanding through VSL brand valuation and international strategic alliance with 6Connex.

The case familiarises the students with the complexities and challenges involved in a real business environment and put emphasises on the role of played by management for effective decision making. The case helps students to comprehend the relevance of innovation to achieve competitive edge. The case provides an opportunity of exposure to students so that they can understand the key elements of efficient marketing, strategy of innovation and brand valuation. (Elaborate teaching objectives are appended in the teaching note.)

Teaching notes.

The recent concept of the “virtual exhibition” (VE) arose from an excess of demand over availability of traditional (physical) exhibitions. This initiative emerged from the Association of Exhibition Organisers (www.aeo.org.uk) and paved the way for far‐sighted businesses to look to the Internet as an alternative platform. However, given its recent inception there is little empirical research on this promising new practice. This study examines the attitudes of organisers of Middle East exhibitions toward the use of the VE including its suitability in supporting international marketing activities. The evidence from this exploratory research, sampled from a selection of European and Middle‐Eastern senior managers, leads to the conclusion that there is a general agreement on the potential of the VE and that it is likely to be a useful medium for “product”, “promotion” and “price”, although not as strongly for “place”. The weaker response to place could be due to a preference in the use of VE to convey information rather than distribute goods. It could also be due to many companies currently being unable to automatically integrate Internet purchases through the VE with their fulfilment. The study also discusses the various operational issues, as well as the benefits and weaknesses that VE inception needs to address.

Virtual reality (VR) can be used as an alternative mean for viewing collections at home when it is not possible to visit museums due to COVID-19. This study took the development process of VR at Taiwan's National Palace Museum (NPM) as a case to discuss the characteristics of VR developed there in different periods and how NPM transforms the contents of its collections into VR.

This study used a case study to analyze the development process of VR at NPM from 2014 to 2019 and summarized the characteristics of the development and application of VR.

The authors find that the history of VR application in NPM is a process from exploring the technology to gradually getting familiar with the potential of its application. Its development can be divided into the exploration and experiment stage from 2014 to 2015, the single collection interpretation stage in 2016 and the multipurpose application stage from 2017 to 2019. It is suggested that museums should adopt a long-term strategy to introduce VR, make plans carefully and pay attention to the limitations of VR application.

The results of this study are suitable for art and history museums.

Many research studies on the application of VR in museums mostly focused on the benefits and technologies of adopting VR in museums as well as specific museum VR projects. There is still scant literature on the development process of museum VR from the perspective of museum organizations.

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 study proposed a research model for verifying the structural relationships among users' perceived spatial presence (VR affordance), situational interest (affective factor) and behavioral attitudes (outcome) toward online virtual museum navigation. What role of situational interest plays in the relationships between spatial presence and outcomes was further examined.

There were 141 adults invited to participate in the research trials on the navigation of the online virtual museum which was established by 3D space capture techniques. This study conducted a series of PLS-SEM to analyze the participants' quantitative responses to the surveys of spatial presence, situational interest and attitudes.

The testing of reliability and validity for the measurement model of this study was satisfied. The significance of users' perceived situational interest: attention demand, instant enjoyment and exploration intention when navigating the online virtual museum with perceptions of spatial presence were identified. The mediation of situational interest in the relationships between spatial presence and behavioral attitudes were also verified.

For the practical design of desktop-based online virtual museums, it is suggested that more engaging strategies such as narrative storytelling and gamified interaction could be integrated to enhance users' situational interest including attention demand, instant enjoyment and exploration intention.

Through the examination of situational interest from multiple constructs, the research model of this study advanced the conceptual framework for understanding the consequences of VR affordance in online virtual museum navigation. The theoretical contribution to verifying the mediated role of situational interest was made.

This paper seeks to provide a framework for understanding the role and contributions of virtual trade fairs in developing relationships. Using a relationship communication model, the paper aims to explore the determinants of value creation through virtual trade fairs, emphasising the impact of advanced information and communication technologies on contemporary marketing.

The paper is a conceptual work which derives research propositions from an extended literature review.

The paper provides a rationale for factors that determine value creation through virtual trade fairs. The exhibitor firm's understanding of the importance of information, network orientation, capability of customer integration, and relationship attributes are proposed as influences on the effectiveness of virtual trade fairs.

The research has limitations that are due to the exploratory nature of the work. The paper suggests opportunities for further research, particularly approaches to developing measures of effectiveness for virtual trade fairs and for developing integration and interdependencies with other communication instruments.

Referring to existing arguments about the pros and cons of virtual trade fairs, the paper provides a deeper understanding of the content and effectiveness of virtual trade fairs.

The paper sheds light on a phenomenon that, despite its increasing acceptance among practitioners, remains unexplored by marketing research. By providing a better understanding of virtual trade fairs, the paper enriches research on trade fair issues.

The purpose of this paper is to provide insights into the association between physical and virtual trade fairs under the conceptual lens of engagement platforms. The authors build on the idea of business trade fairs (i.e. physical and/or virtual customer touch points) as learning and engagement platforms in service ecosystems.

The empirical study combines qualitative interviews (n = 16) with trade fair organizers, exhibitors and visitors and a survey (n = 263) comprising open-ended questions administrated to visitors of an international trade fair.

Findings highlighted the general role that trade fairs have in facilitating companies’ interactions with existing and potential customers. The trade fair develops in physical and virtual platforms, where companies advance business relationships and generate learning experiences and customer engagement. Participants look for solutions to problems and frequently innovation is a consequence of the engagement and learning processes. Yet, while the physical trade fair is instrumental for human personal interaction, namely, to establish informal networks of contacts and face-to-face interactions, virtual trade fairs are highlighted as a catalyst to foster interactivity and connectivity before and after the physical trade fair.

The study endures limitations that may be addressed by future research. For example, studies in similar contexts and in other settings (e.g. different industries) are warranted.

The study offers wide-ranging implications for the principal agents from the trade fair industry: trade fair organizers, exhibitors and visitors.

This research constitutes a preliminary attempt to understand the association between physical and virtual trade fairs and contributes to the discourses on customer engagement and the underlying notion of service ecosystems in the trade fair environment. In particular, the study looks at the role and connections that each platform plays for organizers and participants providing important insights into improving physical and virtual trade fair participation strategies.

This study aims to analyse the level of digitalization in the cultural industry. More in detail, it aims to examine the determinants and effects of the digitalization level of museum organizations and the role played by the COVID-19 pandemic in the adoption of digital technologies.

In order to answer the research questions, this study uses the multiple case study methodology. In particular, three different museum organizations operating in the Apulian context were examined.

The findings show that the adoption of digital technologies derives from the desire to attract more visitors, reduce costs, improve the visitor experience and adapt to competitors. On the contrary, they show that the lack of funding represents a drag on the adoption of digital tools. In relation to the effects, the findings show financial advantages connected to an increase in revenues and a reduction in costs and non-financial benefits connected to an improvement of the intangibles. Finally, the results show that the COVID-19 pandemic has accelerated the adoption of digital technologies.

This work enriches the current literature through the analysis of the drivers and effects of digitalization in the museum industry and through the focus on COVID-19. Furthermore, to the authors’ knowledge, this is the first study that examines the level of digitalization of museum organizations in the Apulian context.