Brand associations in the tradeshow industry: An application of the service brand preference model

The tradeshow industry has become one of the most remarkable and rapid-growing markets in the hospitality industry. Tradeshows continue to be one of the most effective marketing tools and strategy mixes. There is no other medium that offers this multi-dimensional experience; Tradeshows have been the one of crown jewels of a company\u27s marketing mix. There are well-known benefits of participating in tradeshows to do marketing and there are many tips and benefits for branding the exhibiting companies at the tradeshows. However, there are limited resources of branding the tradeshow itself from the organizer\u27s perspective; The purpose of this study was to examine the applicable brand preference model in the tradeshow industry and identify the most effective and powerful items to measure brand preference; However, due to the tradeshow industry\u27s unique characteristics and the dissimilarities of service and tradeshow industries, the service brand preference model was not applicable to the tradeshow industry. On the other hand, the multiple regression analysis was significant using number of participation as a constant variable, which gives potential tips for future studies; The results of this study will be helpful for not only the tradeshow organizers to formulate more effective brand strategy, but it also gives a foundation for future studies regarding tradeshow branDin

Digital Tourism and Wellbeing: Conceptual Framework to Examine Technology Effects of Online Travel Media

The current pandemic is accelerating the wide-spreading popularity of digital tourism. Given that technology innovation has broadened the horizon of tourist experiences to the realm of virtual environments, this study aims to (re)conceptualize travel experience and develop a theoretical framework to examine media technology effects on virtual travel experience, destination image, and tourists’ well-being. As a conceptual work, this study adopts technological perspectives on online travel media to decompose technology attributes and articulate distinctive effects of technology-centric variables. The proposed framework illustrates five propositions that specify and explain the relationships among technology-centric variables (modality, agency, interactivity, and navigability), three groups of moderators (user-centric, content-centric, and situation-centric variables), virtual travel experience, destination image, and psychological wellbeing. By adopting the variable-centered approach to decompose online travel media, this study provides a new theoretical lens to understand the psychological mechanism of media technology effects in digital tourism. The framework will serve as useful methodological guidelines to conduct experiments to investigate the distinctive effect of a particular affordance or a specific technical feature. The potential benefits of digital tourism to enhance tourists’ wellbeing are discussed by highlighting the environmentally friendly and inclusive aspects