La comunicazione web dei quartieri fieristici. (The web communication of the exhibition centers)

  • Tonino Pencarelli
  • Marco Cioppi
  • Giancarlo Ferrero
  • Ilaria Curina
Keywords: web communication; exhibition centers; trade show trends; website evaluation; trade shows

Abstract

Purpose of the paper: The main goal is to outline the trends and role played by the web communication within the international Trade Fair scenario. Then, the adequacy of the online communicative activities, adopted by the Italian Exhibition centers, is evaluated.

Methodology: A systematic review (aimed at identify the academic articles focused on the Trade Shows field between 1996 and 2016 and in particular on the web communication role) and a website quality evaluation model are adopted. The model is here adapted by the insertion of a series of quality variables used in literature for the Trade Show websites quality evaluation.

Results: The survey shows an overall underdeveloped adoption of the online communicative tools by the National Exhibition centers. Although the majority of them own a website, only a small percentage realizes really interactive online communicative activities.

Limits: The limitation is linked to the fact the survey has been conducted from an external perspective, not making possible to realize a Trade Show online communication assessment in relation to the governance objectives.

Implications: The study identifies a series of learning and innovative paths the National industry could undertake in order to reduce the gap that currently separates the National Exhibition universe from a totally powerful use of the web communication tools.

Originality of the paper: The review has permitted to map the different academic articles that have deepened, in the last 20 years, the Tradeshows field, allowing to outline the main trends characterizing the recent literature specifically dedicated to this sector.

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Published
2017-04-30