Value co-creation model enhancing competitiveness of exhibition industry in Thailand

Abstract

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 Thailand, examine competitiveness attributes of the exhibition industry, and to develop a value co-creation model enhancing competitiveness of the exhibition industry in Thailand. This study utilized mixed research methods integrating quantitative and qualitative data collection and analysis. The quantitative approach employed a personal questionnaire survey in major international trade exhibitions in Thailand. An electronic survey tool was used to collect data due to restricted access of the trade exhibition. The qualitative approach utilized a semi-structural in-depth interview from key stakeholders of the exhibition industry in Thailand. The study proposes the value of co-creation model as a guideline for stakeholders to enhance the industry‟s competitiveness.