As the expansion of existing convention centers and the development of new facilities continues, exhibition venues need to find ways to distinguish themselves and create brand equity among exhibitors and attendees. The convention center under study clearly had some strengths in terms of its performance on important service and feature variables, but it can still improve the value it provides to its customers.
The information presented in this study can help management determine how to allocate its resources to create better experiences in the building and share the information with the building’s contractors who also have a vested interest in the continued success of the convention center. The findings can be useful not only for convention centers management, but also to other constituencies associated with the meeting industry such as exhibitors, show managers, and destination management companies who market convention centers. While the study was conducted in a single convention center, implications should be drawn to other facilities in North America and elsewhere.
As the expansion of existing convention centers and the development of new facilities continues, exhibition venues need to find ways to distinguish themselves and create brand equity among exhibitors and attendees. The convention center under study clearly had some strengths in terms of its performance on important service and feature variables, but it can still improve the value it provides to its customers. The information presented in this study can help management determine how to allocate its resources to create better experiences in the building and share the information with the building’s contractors who also have a vested interest in the continued success of the convention center. The findings can be useful not only for convention centers management, but also to other constituencies associated with the meeting industry such as exhibitors, show managers, and destination management companies who market convention centers. While the study was conducted in a single convention center, implications should be drawn to other facilities in North America and elsewhere.
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