Sustainability in the Design of an Itinerant Cultural Exhibition. Study of Two Alternatives

The sustainability improvement of museums and exhibitions is a recent concern for multiple organisations. The application of sustainability criteria is one of the most important strategies of innovation in design activities, products, and service systems. This study analyses the sustainability of two alternatives to an itinerant cultural exhibition service. The exhibition travels to 12 destinations over 3 years and is within a space of 300 m2. In the first alternative, the contents are printed and exposed on a physical medium, and in the second, audiovisual media projects the contents on the walls. Life cycle sustainability assessment is applied to evaluate the impacts in the environmental dimension and the economic and social dimensions. The calculation of indicators, such as the greenhouse gas emissions, total costs, and working time, which are referred to each sustainability dimension, is conducted. A descriptive, comparative study was performed to identify the impact factors with a higher incidence. The results demonstrate that the audiovisual exhibition is more sustainable than the printed exhibition, with a difference of 8.7%, 7%, and 6.6% in GWP100, CE, and TW indicators, respectively.

Competencies diversification in COVID-19 pandemic conditions (case of congress-exhibition service market)

The article considers the contemporary state of congress-exhibition service market as critical. Organizing the major events which have non-negligible impact on economical, innovative, technological, investment processes has been limited due to the new coronavirus infection (COVID-19). Decision-making process of putting limitation on activities organization has been derived from external environment adverse events aligned with current sanitary-epidemiological situation. There has been analyzed the potential loss due to cancelling or rescheduling congress-exhibition events in 2020. Demand and supply reduction necessitate searching alternative development directions and core business diversification. In the capacity one of potential and perspective directions There was stated a social activity vector of Roscongress foundation as a non-financial development institution and organization of Saint-Petersburg International Economic Forum, and Expoforum International, Ltd. as operator of holding forum venue. Saint-Petersburg International Economic Forum has endowed with not only economic impact but also influence on forming-up communications intended to favor realization of the social programs during offline traditional holding event. There have been analyzed the quantitative indicators dynamics of St.-Petersburg International Economic Forum and qualitative indicators in the context of thematic zones of social orientation, which gives the ground to state the wide institutional influence on social economic processes in tourism destination and in other fields. Cooperation programs diversification with local communities has been allowing positive image creation as one of elements of destination strategic promotion on the world congress and tourist map.

The Effect of Exhibition Service Quality of Medical Tourism in Attendance Satisfaction and Behavioral Intention

With the rapid growth of the medical tourism industry and the increasing interest in related industry exhibitions, this research investigated the effect of exhibition service quality of medical tourism on attendance satisfaction and behavioral intention. A self-administered questionnaire was designed and collected from 353 domestic and international general attendees who visited a medical tourism exhibition. The results show that the critical underlying factors of exhibition service quality of medical tourism were discovered by exploratory factor analysis. The relationship between exhibition service quality, satisfaction, and behavioral intention was also assessed using regression analysis. The results indicated that four important factors of exhibition service quality of medical tourism (i.e., product quality, environment quality, delivery quality, and social quality) were identified. Moreover, social quality was found to have the greatest significant influence on satisfaction, followed by product quality, environment quality, and delivery quality. Attendance satisfaction also significantly influenced behavioral intention. The study determined that a medical tourism exhibition is a useful strategic marketing tool to actively promote the medical tourism industry when exhibition service quality of medical tourism positively and significantly influences attendance satisfaction and behavioral intention. It also suggested that improving the exhibition service quality of medical tourism may lead both domestic and international general attendees to become medical tourists in domestic medical tourism markets.

Service design for intelligent exhibition guidance service based on dynamic customer experience

PurposeA good customer experience means meeting the customer expectation. Thus, unexpected customer experience is usually a good point to initiate improvement or innovation for product or service design. Attempting to enhance the customer experience in the customer journey, this study aims to demonstrate a customer journey centred service design approach to receive the design requirements based on customers' needs and to use a systematic approach to generate solutions.Design/methodology/approachA holistic service design method named 3E model was proposed. It integrates customer experience journey map (CXJM), the theory of inventive problem solving (TRIZ) and service assembly and service replacement mechanism into three design stages. In stage 1, CXJM is enhanced with emotional range analysis to identify the customer pain points as well as customers' requirements (CRs) in exhibition, tourism and hotel sectors for initializing service design. Stage 2 investigates the specific design requirements (DRs) of the smart exhibition system and the contradictions. Then, the innovative principles were analyzed. In Stage 3, expected exhibition service system was designed.FindingsThe new service system which named the smart expo system based on information and communication technology (ICT) is proposed. It consists of “Tourism Link assists”, “i-Kaohsiung hotel service center”, “Smart AEC” and “O2O e-tickets”.Originality/valueThe proposed 3E model builds a systematic and coherent design method for the smart exhibition service area. It provides the linkage and action-oriented guidance from customer pain points, service parameters, innovative principles to solutions.

USE OF PRICE MARKETING IN EXHIBITION ACTIVITIES

Introduction. The use of methodical tools of pricing in the marketing of exhibition activity by the companies-organizers of exhibition events allows to strengthen their competitive positions in the internal and external markets of exhibition services, to improve the financial results of their activities.The research hypothesis. When improving the methodological tools of pricing in the marketing of exhibition activities, it is advisable to use the concept of extremely high, preventing the formation of demand, the price, which the author called the "price of alternative".The purpose of this article is to offer methodological tools of marketing pricing in the field of expo business and to substantiate the economic and mathematical model of the optimal market price of the exhibition area.The methodology of the study: methods of observation and collection of facts, statistical, content analysis, comparative and functional analysis, system approach based on modeling of economic reality, tabular, graphic, specific methods of marketing research: field (surveys of exhibition organizers, participants of expositions) and desk research.Results. The four-level marketing model of the exhibition service as a set of various interrelated attributes and benefits expressing the usefulness of the considered expo service for the participants of the exhibition event was developed. The use of the developed model allows exhibition organizers to form marketing relations with all market participants in the best possible way, to position the company taking into account consumers' expectations, and to differentiate expo-services suppliers taking into account their quality characteristics.Conclusions. The use of the "price of alternative" allows the company organizer of the exhibition events to get scientifically grounded toolkit of exhibition pricing, developed on the basis of benchmarking and containing economic and mathematical model of the optimal market price, which takes into account the interests of the client and the organizer of the exhibition events and promotes the development of interaction between them.