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By applying the American Customer Satisfaction Index (ACSI) model to virtual art exhibitions, this research aims to reveal insights into the factors impacting visitor satisfaction and electronic word-of-mouth (e-WOM). Furthermore, the investigation of exhibition promotion seeks to understand how external factors contribute to the overall visitor experience in virtual art exhibitions.

With advancements in virtual communication technology and the transformative impact of the COVID-19 pandemic in recent years, there has been a notable surge in the popularity of virtual art exhibitions based on the Internet. This study uses the ACSI model to examine visitor satisfaction and e-WOM in virtual art exhibitions. Additionally, it explores the influence of exhibition promotion on the ACSI model.

Key findings revealed that 1) both promotion efforts and e-WOM exhibited significant relationships with the ACSI model, and 2) most of the relationships within the ACSI model were consistent with previous research outcomes.

This study extends the ACSI model’s application to virtual art exhibitions, enhancing its relevance. Additionally, it addresses the knowledge gap concerning the direct impact of promotion on audience expectations and its relationship with the ACSI model in virtual art exhibitions. Furthermore, the research explores the influence of customer satisfaction on electronic word-of-mouth in exhibitions, offering valuable insights for exhibition evaluation systems. The study serves as a guide, providing data and models for researchers investigating virtual art exhibitions.

The purpose of this paper is to explore the adoption of major exhibitions, often called blockbusters, as a sub-branding strategy for art museums. Focusing the experience around one location but drawing on a wide data set for comparative purposes, the authors examine the blockbuster phenomenon as exhibition packages sourced from international institutions, based on an artist or collection of quality and significance. The authors answer the questions: what drives an art museum to adopt an exhibition sub-brand strategy that sees exhibitions become blockbusters? What are the characteristics of the blockbuster sub-brand?

Using extant literature, interviews and content analysis in a comparative case study format, this paper has three aims: first, to embed exhibitions within the marketing and branding literature; second, to identify the drivers of a blockbuster strategy; and third, to explore the key characteristics of blockbuster exhibitions.

The authors present a theoretical model of major exhibitions as a sub-brand. The drivers identified include the entrepreneurial characteristics of pro-activeness, innovation and risk-taking, while the four key characteristics of the blockbuster are celebrity; spectacle; inclusivity; and authenticity.

These exhibitions are used to augment a host art museum’s own collection for its stakeholders and differentiate it in the wider cultural marketplace. While art museum curators seek to develop quality exhibitions, sometimes they become blockbusters. While blockbusters are a household word, the terms is contested and the authors know little about them from a marketing perspective.

Art museums are non-profit, social organisations that serve the community. Art museums therefore meet the needs of multiple stakeholders in a political environment with competing interests. The study draws on the experiences of a major regional art museum, examining the characteristics of exhibition sub-brands and the paradox of the sub-brand being used to differentiate the art museum. This paper fills a gap in both the arts marketing and broader marketing literature.

The use of the identified characteristics develops theory where the literature has been silent on the blockbuster sub-brand from a marketing perspective. It provides an exemplar for institutional learning on how to initiate and manage quality by popular exhibition strategies.

This article is written to advance the idea that U.S. small and medium‐sized firms should have something more than a domestic presence and to help business owners to become aware of free or low‐cost international growth assistance. One such resource, the USDOC Commercial Service Multi‐State International Catalog Exhibition Program (ICEP), is designed to work in partnership with state offices of international business development and/or with individual client firms. Through active participation small firms can leverage their limited export promotion resources. Objectives and benefits of multistate international catalog exhibitions and participation details are discussed.

To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding your customers and consumers, the 4 Ps (Product, Place, Price and Promotion) provides the basic tools for effective marketing. Deploying your resources and informing your managerial decision making is dealt with in Unit VII introducing marketing intelligence, competition, budgeting and organisational issues. The logical conclusion of this effort is achieving sales and the particular techniques involved are explored in the final section.

The purpose of this article is to compare past and current experience of exhibition activities in the UAE in general and in Dubai in particular, to identify the major hurdles and obstacles which had arrested the advancement of this sector, and to benchmark this activity vis‐à‐vis Dubai's main competitors both nationally and internationally.

For each of four selected exhibitions, a systematic random sample of 1,000 visitors was selected. The data were collected via structured face‐to‐face interviews using a standard questionnaire on the four sites. In addition, a random sample of 100 exhibitors was selected for each of the four exhibitions. The data were collected via structured face‐to‐face interviews using a standard questionnaire on the four sites. Several in‐depth interviews with the staff of the exhibition's organizers representing the different exhibitions under study were carried out before, during and/or after the events to help identify the challenges and opportunities.

The exhibition value chain can be improved in several key activities. Several important strengths and weaknesses have been identified for the Dubai exhibition industry. The best practice of facilities in Paris offers Dubai the best model for increasing sustainable competitiveness. The key for the Dubai exhibition industry is differentiating the city from the competition and value innovation in the exhibition value chain.

Dubai is a rapidly expanding city, making growth in attraction difficult to predict.

Recommendations are developed to improve Dubai exhibition facilities.

The paper provides analysis of a growing industry in a high growth diversifying economy.

The subject of this paper is the application of holograms in cultural institutions. The purpose of this paper is to define the potential areas of hologram use in libraries, particularly in education and promotion, and also in services.

The method of analysis and criticism of literature was used. Based on a search conducted through Google Scholar for the 2006-2016 period, the current state of research on the use of holograms in cultural institutions was established. Subsequently, in order to find examples of hologram use in libraries, museums, galleries, and social organizations, an established set of queries was used to systematically search network resources using global search engines and metasearch engines. The initial list of results was narrowed down to the most relevant. On the basis of the above fact, the main areas of hologram use in cultural institutions were defined and examples of best practices were selected according to chosen criteria. The comparative method then was used to determine potential areas of application of holographic techniques in libraries. Finally, SWOT analysis – the situational analysis method known to management sciences – was used to determine opportunities and threats related to the use of holograms in cultural institutions.

Holograms have broad potential use in libraries that is even broader than initially assumed because they are not limited to education, promotion and services, and can also be used in documentation, research and exhibitions. The use of holograms can bring many benefits, but it is also associated with certain risks that need to be considered.

The results can be widely used in practice as a framework for the implementation of holographic techniques in libraries.

The paper can help initiate debate on the opportunities and risks of using holograms in cultural institutions.

The issue of the use of holograms has not yet been widely discussed in library and information science scientific journals.

This paper aims to focus on the evolution of nonprofit cultural institutions in Mexico and their relationship with Spain, regarding the four traditional elements of a marketing mix. Specifically, this paper examines marketing advancements in the digital environment, placing emphasis on the virtual exhibition Códices de México: Memorias y Saberes, as well as the marketing activities related to prehispanic and novohispanic codices between 2010 and 2022.

The first part of the present study provides a chronological framework based on the four components of a marketing mix, illustrating the transition of Mexican and Spanish public cultural institutions from their foundations to current times. It particularly provides insight into their recent accomplishments in the digital environment, underscoring potential networking areas. The second part offers an in-depth examination of the exhibition Códices de México: Memorias y Saberes (INAH 2015) and a review of digital sources from Mexican government entities to investigate marketing activities related to prehispanic and novohispanic codices.

Due to the historical approach used to document the transition of nonprofit cultural institutions in Mexico and Spain to the digital era, this article sheds lights on co-joint efforts in the digital marketing domain around prehispanic and novohispanic codices. Additionally, it illustrates the activities used by Mexican cultural institutions during the past two decades to disseminate knowledge on codices.

Regarding the methodological aspects of using historical resources through digital archives, this study solely comprised marketing activities reported in the records available on the official portal of cultural institutions.

This study argues for the utility of the four components rooted in a traditional marketing mix as a tool to illustrate the evolution of marketing practices within the cultural heritage domain. It also highlights the role played by cultural institutions in Mexico and Spain in the digital environment to strategically network around cultural heritage. Additionally, it sheds light on the implementation of methods for presenting Mexican codices grounded in virtual terrain.

This paper aims to first, identify the external and internal factors that a company needs to analyze when formulating its digital platform strategy. Based on the framework of PESTNPG (political economic social and culture technological population and globalization) and internal analysis a company should analyze both internal and external factors to formulate its digital platform strategy. For companies from emerging markets the institutional-based market created by national or local governments is important for digital platform strategy. Second dynamic capability theory and its linkages to digital platform strategy. The dynamic capabilities view is considered as a primary theoretical lens in the strategy literature to analyze a company’s strategies to achieve sustainable competitive advantages. To carry out a successful digital platform strategy companies need to build strong dynamic capabilities to capture or create opportunities and reconfigure their resources simultaneously. Third the advantages and disadvantages of different digital platform strategies (i.e. an independent digital platform and online–offline integration platform) and the possible consequences and risks of different strategies. It is important to evaluate different types of digital platform strategies that require different capabilities in terms of business structure product structure revenue structure organizational structure and technology architecture. A company needs to link these capabilities to a digital platform strategy to enable the integration (or separation) of online business with offline business. It also increases the accuracy and efficiency of online business. Fourth key points of digital platform strategy implementation. Companies need to identify key profit models for their digital platform to promote business growth and financial returns. It is equally important to increase customer value by leveraging its digital exhibition platform and to learn to use digital technology to foster organizational dematerialization.

Zhejiang Meorient Commerce & Exhibition Inc. (hereinafter referred to as “Meorient”) was a leading company in the exhibition industry in China. The unexpected outbreak of COVID-19 plunged Meorient into a state of emergency that forced it to fight for survival. Further, China had launched a national strategy of Digital China, which created new market opportunities for Meorient. As a result, Meorient gradually developed and launched its digital exhibition services in 2015. Meorient suffered significant losses in 2020 due to COVID-19 and had to formulate a new strategy based on a digital exhibition platform in 2021. Chairman Pan Jianjun had two options. One was a purely digital platform strategy without the original offline exhibition business. The other one was an online and offline integration strategy. Which option was the best way forward for Meorient? Pan had to make a choice. Some of the top management team members believed Meorient should completely transform into a digital platform company and provide comprehensive online digital exhibition services. Over the previous 20 years, Meorient had accumulated a large amount of data from domestic and foreign exhibitors and professional buyers and had gradually developed a digital exhibition platform. It was one of the companies that pioneered digital transformation within China’s exhibition industry. More conservative thinking held that Meorient's strategy should focus more narrowly on the integration of online and offline exhibition businesses. Toward the post-pandemic era, China’s national strategy of “Digital China” accelerated the development of digital infrastructures. During such critical transitional period, Meorient had to choose wisely if it was to sustain its profits or even survive.

The case is aimed at students in undergraduate, MBA, short course executive, EMBA or other executive education programs, especially where digital transformation is featured subject matter.

Teaching notes are available for educators only.

CSS 11: Strategy

Given the great tourist attractiveness of Spain at international level, tourism has become one of the main sources of income and employment, as well as a basic pillar of the Spanish economy. With these ideas in mind, this paper aims to study how the different promotion strategies implemented in the industry have influenced the evolution of tourism in Spain since the early 20th century.

The research is a general review, providing a historical examination of the diverse promotion strategies deployed in the tourism industry in Spain over the past decades. It focuses on the descriptive approach of these strategies and their implications throughout the 20th century and the beginning of the 21st century.

The findings reveal a shift in recent years from strategies focused on Marketing 1.0 to strategies that, apart from being centered on consumer values (therefore, Marketing 3.0), are beginning to rely to a greater extent on information and communication technologies (ICT) and sustainability, more in line with the more recent Marketing 4.0 and even Marketing 5.0.

This work has many implications for the management of public and private operators in the industry, including the need to incorporate the latest marketing trends – most notably the advances in ICT and sustainability.

The study offers an in-depth understanding of how marketing strategies have been used in the tourism sector in Spain from the end of the 19th century to the present day, which is highly original compared to previous studies.

While trade shows remain an important customer relationship management (CRM) tool, recent advancements in information technology (IT) have raised concerns about the future of trade shows. This study aims to examine the antecedents and consequences of IT integration into trade shows.

The study uses a questionnaire-based survey with senior and middle managers in the aviation services, resulting in 135 valid responses from industry professionals. The data were analyzed using partial least squares structural equation modelling.

The findings demonstrate differential but significant impact of perceptions toward website design and firm motivations toward the integration IT in the three stages of trade shows marketing. The results also show significant impact of IT usage on the perceptions toward the accomplishment of trade show objectives. Further, the results vary according to the levels of experience of the professionals.

This study did not account for the differences in perceptions toward IT implementation across personnel from different departments, such as IT, finance and operations management. In addition, it did not examine situational factors and individual characteristics as additional antecedents of IT usage in trade shows, including pricing, return on investment, convenience and the social media.

Exhibitors are advised to integrate IT in supporting pre-trade show activities to approach potential customers. Exhibitors should integrate electronic interactions and personal communications during the show to reduce the amount of unanswered customer queries, focusing on timeliness and accuracy of information content, ease of navigation and graphic attractiveness of corporate websites, as effective CRM tools.

This paper offers novel insights into hitherto unknown aspects of trade show performance. The results have managerial implications for adopting IT as a CRM tool for effective trade show management.