Digitalization of exhibition industry: achievements, prospects, challenges

Purpose: to study the state, consequences and prospects of digital transformation of the exhibition sector of Russian and world economy. Methodology: collection, processing and analysis of factual data, extracted from thematic reports of event associations, materials of research organizations and consulting centers, reports on the results of surveys and interviews with participants and organizers of exhibitions. Findings: the modern picture of digitalization of exhibition activity is characterized. The achievements of the exhibition sector in terms of the development of digital technology are discovered. The combination of digital transformation of the exhibition industry with the current demographic and socio-cultural changes is discussed. Forecasts are given regarding the problems and threats that exhibition industry may face in the near future due to digital technologies progress. The main prospects and opportunities based on digital approaches on the implementation of which the exhibition community will work in the coming years are indicated. Originality: exhibition industry has entered an active phase of digital transformation, and Russia is among the countries most actively involved. On the way of digital reform of the exhibition industry, there are several constraints and circumstances, the main of which are limited resources, lack of readiness for concerted action, personnel insecurity, conservatism, underdeveloped digital infrastructure. The main threat for the exhibition sector is virtual event as well as the replacement of the exhibition format by the innovative services based on digital technologies and new options of gadgets and digital devices. The main socio-demographic challenge is the adaptation of the digital generation of young employees coming to the exhibition industry. Among the indisputable positive aspects of exhibition industry digitalization is the intensification of information exchange related to expo activities, as well as the radical expansion of business databases and simplification of access to them

Keywords: trade fair, trade show, exhibition industry, igitalization

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Authors