POST-PANDEMIC TRADE FAIR DYNAMICS: A LONGITUDINAL STUDY OF EXHIBITORS' VIEWS ON DIGITAL AND HYBRID TRADE FAIRS.

This study investigates evolving perceptions and preferences among exhibitors regarding trade fair formats, focusing on virtual, hybrid, and physical events. The aim is to understand how attitudes have shifted post-pandemic and the implications for future trade fair strategies. A longitudinal comparative analysis was conducted using survey data collected from exhibitors over two years. The analysis focused on evaluating perceptions of virtual, hybrid, and physical trade fairs, examining factors such as cost savings, technological barriers, health safety advantages, and interpersonal interactions. Findings indicate increasing recognition of cost and time-saving benefits in virtual formats. Despite technological improvements, challenges in interpersonal interactions persist. Interest in hybrid events is rising, but concerns exist about effectively combining physical and virtual advantages. Confidence in physical trade fairs is rebounding, especially among less COVID-affected exhibitors, suggesting a coexistence with virtual events rather than a complete replacement. Strategic flexibility is crucial to optimizing engagement across diverse preferences and capitalizing on emerging opportunities. The findings underscore the need for trade fair organizers to adapt their strategies to accommodate hybrid models effectively. Future research should delve deeper into specific factors influencing exhibitor satisfaction and engagement in hybrid environments, informing ongoing adaptations to the evolving trade fair landscape. [ABSTRACT FROM AUTHOR]