Attraktivität von Messen als Business-to-Business-Veranstaltung (English shop)

Modellentwicklung und Ableitung veranstalterbezogener Handlungsempfehlungen

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Trade fair organisers are increasingly confronted with numerous challenges. The intensification of international competition through competing events initiated worldwide, as well as the use of new media and new event formats, contribute to the need to rethink conventional trade fair concepts. In this context, the management of trade fair organisers is therefore increasingly at the centre of change, having to find suitable approaches to solving a wide range of problem areas. For exhibiting companies, by contrast, trade fairs fulfil numerous functions that make it possible to achieve corporate objectives. Here, however, the potential for success is not determined solely by a company’s own performance capability; rather, it requires a sustained exhibitor- and trade-visitor-oriented approach on the part of the trade fair initiators. The challenge for trade fair organisers thus lies in offering attractive events that create the greatest possible added value for those who demand trade fairs. In line with this objective, the question must be examined as to which characteristics of trade fairs exert an appeal on these target groups. This question cannot be investigated on a sound basis without analysing the perception and significance of trade fairs for exhibitors and trade visitors.