Abstract
The subject of this paper is the transition of exhibition activity from physical to digital and hybrid exhibitions, with particular emphasis on how the COVID-19 pandemic will affect the future of trade fairs. According to the literature, the COVID-19 global pandemic health crisis has shown that technology has contributed to the flexibility of trade fairs, as digital trade fairs have been an effective means of adapting to the adverse conditions imposed by the pandemic. Nevertheless, it seems that exhibitors continue to show a preference for physical trade fairs, while recognizing the benefits of digital ones. In the context of the present paper, the case study of Thessaloniki was examined, conducting primary research with the method of the questionnaire to exhibitors of TIF—HELEXPO SA in order to investigate the views of the participants toward the physical, digital and hybrid trade fairs, but also the investigation of their views on the future of exhibition activity in the post-COVID era. The results show that exhibitors recognize the benefits of digital trade fairs and digital tools that can be used, but do not want to replace physical trade fairs.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Gani, M. O., Takahashi, Y., Faroque, A. R., Mortazavi, S., & Alam, M. Z. (2021). Virtual trade show: Past assessment, present status, and future prospects. Journal for International Business and Entrepreneurship Development, 13(3–4), 286–310.
Geigenmüller, A. (2010). The role of virtual trade fairs in relationship value creation. Journal of Business & Industrial Marketing, 25(4), 284–292.
Gottlieb, U., & Bianchi, C. (2017). Virtual trade shows: Exhibitors’ perspectives on virtual marketing capability requirements. Electronic Commerce Research and Applications, 21, 17–26.
Hochheim, H. (2021). Ifo survey: German exhibitors continue to rely on real trade fairs. Retrieved from: https://www.auma.de/en/media/reports/Ifo-survey-German-exhibitors-continue-to-rely-on-real-trade-fairs. Accessed the 4th of July 2022, at 10:32.
Kourkouridis D., Fragopoulos I., Karanikolas N., & Seretis S. (2016) Exhibition, city and crisis: A negotiated relationship. A first approach. In Proceedings of the 14th National Conference of the Hellenic Regional Science Society (ERSA-GR): Productive Reconstruction and Regional Development. Regional Development Institute - Panteion University, Athens, June 24–25.
Kourkouridis, D., Dalkrani, V., Pozrikidis, K., & Frangopoulos, I. (2018). Hosted buyers program (HBP)—Tourism development and the city TIF-HELEXPO HBP for the period 2014–2016. In Innovative approaches to tourism and leisure (pp. 537–551). Springer.
Kourkouridis, D., Dalkrani, V., Pozrikidis, K., & Frangopoulos, Y. (2019). Trade fairs, tourism and city: Thessaloniki international fair and the concept of honoured countries. Tourismos, 14(2), 30–56.
Kourkouridis, D. (2021). Sociospatial dimensions of exhibitions, city and interactive dynamics. Doctoral Dissertation, Department of Spatial Planning and Development Engineering, Aristotle University of Thessaloniki (No. GRI-2021-30680).
Kourkouridis, D., & Frangopoulos, I. (2022). Trade fair. Edward Elgar Publishing.
Kourkouridis, D., Frangopoulos, Y., & Kapitsinis, N. (2023). Socio-economic effects of trade fairs on host cities from a citizens' perspective: The case of Thessaloniki Greece. International Journal of Event and Festival Management, 14(1), 113–133. https://doi.org/10.1108/IJEFM-10-2022-0078.
Lee-Kelley, L., Gilbert, D., & Al-Shehabi, N. F. (2004). Virtual exhibitions: An exploratory study of Middle East exhibitors’ dispositions. International Marketing Review, 21(6), 634–644.
Nella, A. (2021). Tourism exhibitions in the pandemic era: State of play and initial valuation of their transformation to virtual and hybrid events. In 9th International Conference on Contemporary Marketing Issues, Virtual Conference, 3–5 September, (pp. 304–307).
Nilsson, L. (2020). Hybrid events: Breaking the borders. Transferring your hybrid event into an engaging and inclusive experience for different audiences and stakeholders. Master Thesis, Master of Business Administration, Degree Program in International Business Development. Lathi, Finland: LAB University of Applied Sciences.
Palmer, A. (2020). Coronavirus-related exhibition cancellations will cost up to $22 Billion in economic impact. Retrieved from: https://www.northstarmeetingsgroup.com/News/Industry/CEIR-Economic-Trade-Show-Impact-Coronavirus-COVID-19. Accessed the 4 th of July 2022, at 10:40.
Sarmento, M., & Simões, C. (2019). Trade fairs as engagement platforms: The interplay between physical and virtual touch points. European Journal of Marketing, 53(9), 1782–1807.
Schiefelbein, J. (2018). Leveraging virtual team meetings: four tips for success. MISTI Training Institute.
TIF–HELEXPO. (2014). Corporate profile February 2014. TIF–HELEXPO S.A.
Tsiftelidou, S., Kourkouridis, D., & Xanthopoulou-Tsitsoni, V. (2017). Assessment of impact-contribution of cultural festival in the tourism development of Thessaloniki. In Tourism, culture and heritage in a smart economy (pp. 411–424). Springer.
Tradeshow Logic. (2020). Redefining value for today’s exhibitors & sponsors (Vol. 2). Virtual Event Satisfaction, September 2020. Tradeshow Logic, Marietta, GA.
UFI. (2021a). UFI releases figures stating the impact of COVID-19 on the global exhibition economy in 2020. Media Release. The Global Association of Exhibition Industry, Steinbeis Transfer Centre, Ravensburg, Germany.
UFI. (2021b). The global exhibition Barometer July 2021. Ravensburg, Germany: The Global Association of Exhibition Industry, Steinbeis Transfer Centre.
UFI. (2022). The global exhibition Barometer February 2022. The Global Association of Exhibition Industry, Steinbeis Transfer Centre, Ravensburg, Germany.
Wei, Z. (2022). Opportunities and challenges of virtual trade shows amid the Covid-19 pandemic—take China as an example. Sino-US English Teaching, 19(2), 60–64.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2023 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this paper
Cite this paper
Kostopoulou, E., Avdimiotis, S., Kourkouridis, D. (2023). The Trade Fair Industry in Transition: Digital, Physical and Hybrid Trade Fairs. The Case of Thessaloniki. In: Katsoni, V. (eds) Tourism, Travel, and Hospitality in a Smart and Sustainable World. IACuDiT 2022. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-031-26829-8_25
Download citation
DOI: https://doi.org/10.1007/978-3-031-26829-8_25
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-031-26828-1
Online ISBN: 978-3-031-26829-8
eBook Packages: Business and ManagementBusiness and Management (R0)