Do Immersive Displays Influence Exhibition Attendees’ Satisfaction?: A Stimulus-Organism-Response Approach

Jihye Park, Haesang Kang, Chang Huh and Myong Jae (MJ) Lee
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Jihye Park: Rosen College of Hospitality Management, University of Central Florida, Orlando, FL 32819, USA
Haesang Kang: The Department of Event & Convention, Division of Tourism, Dongseo University, Busan 47011, Korea
Chang Huh: College of Hospitality, Sport, and Tourism Management, Niagara University, Lewiston, NY 14109, USA
Myong Jae (MJ) Lee: The Collins College of Hospitality Management, California State Polytechnic University Pomona, Pomona, CA 91768, USA

Sustainability, 2022, vol. 14, issue 10, 1-20

Abstract: One of the fastest-growing trends in the exhibition industry is the utilization of immersive technology displays which provide exhibition attendees with enhanced interactive and dynamic experiences. However, little is known about the relationship between immersive technology displays and exhibition attendees’ satisfaction. This study aimed to examine the relationship between exhibitors’ immersive displays and exhibition attendees’ satisfaction in relation to the Stimulus-Organism-Response (S-O-R) framework. Additionally, the study categorized immersive displays and compared them with exhibition attendees’ socio-demographics. An online questionnaire survey was used for data collection, and a series of statistical analyses were carried out. The results revealed that 75% of respondents reported positive experiences with immersive displays, and some attendees were more satisfied with some of the immersive displays. Implications of the study are discussed.

Keywords: immersive display; exhibition technology; attendees’ satisfaction; S-O-R framework (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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