It also explains why some specialized exhibitions hosted in smaller cities are well recognized by exhibitors. However, second or third-tier cities with more homogenous pattern of industrial clusters may have to bear in mind that it is difficult for them to develop exhibition topics for which they do not possess a cluster effect advantage. Cluster effects play an important role in both inter-region and intra-region competition, especially for exhibitions with a similar theme. Greater specialization of exhibitions is a prevalent trend in the exhibition industry due to the exponential growth of new technologies, sciences and industries (Zitzewitz, 2005). Destinations with specialized industrial clusters are likely to more readily generate exhibitions in their region. Regarding intra-regional competition, the economic environment and cluster effect 1 might offset first-comer advantages of some smaller cities where exhibition brands have been established.