The importance of fairs and exhibitions in digitalized world

Artem Muravev

Master's thesis

Abstract:

Trade fairs and exhibitions are the oldest types of business activities, that based on having personal contacts between people. We live in digitalized era and digitalization greatly influence on many processes of our lives (communication, education, doing business, entertainment and so on) simplify it and erases the boundaries between people. This diploma thesis focuses on researching the importance of trade fairs and exhibitions for the travel industry in digitalized era. The first theoretical part of diploma thesis is based on the research of encyclopedias, dictionaries, marketing books, internet resources and existing research and scientific works. It describes the historical aspects of developing trade fairs and exhibitions, defines and classifies the types of it, describes its role in marketing mix including advantages and disadvantages. The second analytical part of diploma thesis includes the analysis of travel trade fair ACCESS Luxury Travel Show European and its main competitors, exhibitors, buyers and process of organizing the event. Analysis includes primary and secondary research. The primary research is based on results of series of in-depth interviews with exhibitors, visitors and organizers of trade fairs. The secondary research is based on the research of websites of European travel trade fairs and exhibitions Based on the results of the research is suggested improvements for chosen trade fair and evaluated the importance of trade fairs and exhibitions in Tourism Industry in the digitalized era.

Abstract:

Trade fairs and exhibitions are the oldest types of business activities, that based on having personal contacts between people. We live in digitalized era and digitalization greatly influence on many processes of our lives (communication, education, doing business, entertainment and so on) simplify it and erases the boundaries between people. This diploma thesis focuses on researching the importance of trade fairs and exhibitions for the travel industry in digitalized era. The first theoretical part of diploma thesis is based on the research of encyclopedias, dictionaries, marketing books, internet resources and existing research and scientific works. It describes the historical aspects of developing trade fairs and exhibitions, defines and classifies the types of it, describes its role in marketing mix including advantages and disadvantages. The second analytical part of diploma thesis includes the analysis of travel trade fair ACCESS Luxury Travel Show European and its main competitors, exhibitors, buyers and process of organizing the event. Analysis includes primary and secondary research. The primary research is based on results of series of in-depth interviews with exhibitors, visitors and organizers of trade fairs. The secondary research is based on the research of websites of European travel trade fairs and exhibitions Based on the results of the research is suggested improvements for chosen trade fair and evaluated the importance of trade fairs and exhibitions in Tourism Industry in the digitalized era.

Keywords

Digitalization, travel trade fairs, travel exhibitions, technologies in trade fairs, technologies in exhibitions, digitalized world, travel industry.

Language used: English

Date on which the thesis was submitted / produced: 16. 4. 2018

Thesis defence

• Date of defence: 7. 6. 2018
• Supervisor: PhDr. Marie Koubová
• Reader: Mgr. Pavel Kotyza

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication