摘要
近日,国际展览业协会(UFI)偕总部位于伦敦的会展调研公司Explori发布了最新一版的《全球展会观众报告》。本次调查研究,除了对来自1600多个贸易展览会上来自135个国家的专业买家的13000份问卷进行分析,结合了对29位展会项目主管和高级营销人员的深入访谈,同时还参考了Explori公司本身的数据库。报告由UFI和Explori公司共同研究和撰写。
Data from over 13,000 trade show visitors globally shows shifting patterns of expectations Trade shows seen as stable,solid,business channel,but competing channcls of interaction may sce faster growth While there is some shift towards more“festivalisation”the current visitor cohort values mccting business objectives over entertainmcnt Concrete visitor‘pain points’cluster around casy-to-manage actions for organisers and venues Trade show visitors globally are reporting a stable overall satisfaction with the shows they attend-but at the same time,between 22 and 27%of show visitors from mature markets feel that shows are“getting worse”.Younger,C-suite show participants are also more likely to require trade shows to become more entertaining。
