Taiwan’s Marketing Strategies for Green Conferences and Exhibitions

Shao-Ping Wang, Miao-Sheng Chen and Mou-Jian Li
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Shao-Ping Wang: Department of Business Management, Nunhua University, Chiayi County 62249, Taiwan
Miao-Sheng Chen: Department of Business Management, Nunhua University, Chiayi County 62249, Taiwan
Mou-Jian Li: Department of Business Management, Nunhua University, Chiayi County 62249, Taiwan

Sustainability, 2019, vol. 11, issue 5, 1-20

Abstract: This study investigates the status of conference and exhibition industry in Taiwan and its future development by examining the “green conferences and exhibitions” marketing strategy. The findings show that factor and demand conditions are the most important determinants of exhibition location. Moreover, a SWOT analysis of the industry’s features and a holistic marketing strategy will ensure that countries with limited resources, such as regional Asian economies, derive integrated economic benefits from such exhibitions. The results and recommendations should provide organizations with a useful reference for promoting green conferences and exhibitions.

Keywords: green conference; green exhibition; marketing strategy; SWOT analysis; Porter’s Diamond Model (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:11:y:2019:i:5:p:1220-:d:209000

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