The importance of fairs and exhibitions in digitalized world

Bc. Tomáš Cimburek, BSBA

Master's thesis

Abstract:

This work serves as a modern 21st century introduction and guide for people who would be interested in either exhibiting their products and services or attending trade fairs and exhibitions rather as visitors. Trade fairs and exhibitions used to be the main mean for channelling product to wider audience. Since then, digitalization has managed to substitute these tangible events and seems to be ruling the field. However, it is always beneficial to go out and see and experience products personally rather than viewing them from behind your computers. It is not only about seeing the product as more senses are involved during the process. Author will present theoretical background and other details to put reader into the context of trade fairs and exhibitions role nowadays. Practical part will aim at comparison of two exhibitions – foreign and Czech, with analyses of its processes and viability in digital era. It will also aim to identify added value of exhibition compared to digital.

Abstract:

This work serves as a modern 21st century introduction and guide for people who would be interested in either exhibiting their products and services or attending trade fairs and exhibitions rather as visitors. Trade fairs and exhibitions used to be the main mean for channelling product to wider audience. Since then, digitalization has managed to substitute these tangible events and seems to be ruling the field. However, it is always beneficial to go out and see and experience products personally rather than viewing them from behind your computers. It is not only about seeing the product as more senses are involved during the process. Author will present theoretical background and other details to put reader into the context of trade fairs and exhibitions role nowadays. Practical part will aim at comparison of two exhibitions – foreign and Czech, with analyses of its processes and viability in digital era. It will also aim to identify added value of exhibition compared to digital.

Keywords

Trade fair, exhibition, marketing, research, interviews, comparison, digital, motor show, automotive, Geneva International Motor Show, Prague Car Festival

Language used: English

Date on which the thesis was submitted / produced: 11. 4. 2017

Thesis defence

• Date of defence: 9. 6. 2017
• Supervisor: PhDr. Marie Koubová
• Reader: Mgr. Pavel Kotyza

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication