Among the growth of global exhibition industry, Asia is strongly positioned to remain one of the most attractive trade fair markets worldwide. Despite the positive direction of the country‟s large market size and revenue in its sub-region, Thailand is facing intensive competition both in existing, and high potential new entrants from emerging ASEAN countries. Therefore, the country needs to review its position in regards to competitiveness. The purpose of this study is to explore the value of the cocreation structure exhibition industry in ...