Subject Areas and Future Research Agendas in Exhibition Research: Visitors' and Organizers' Perspectives

Abstract

This thematic review of exhibition literature highlights major research themes in current exhibition research and directions for future exhibition research. A total of 55 exhibition studies published in academic journals and conference proceedings were contents analyzed for the review. A number of exhibition studies have targeted exhibition visitors and organizers. This thematic review presents four major research themes: (1) motives for exhibition visit, (2) the role of visitors in the buying center, (3) exhibition service marketing, and (4) exhibition site selection. Research agendas for future exhibition research are discussed.