Abstract
Exhibitions can be evaluated in various ways. They can be evaluated in relation to their areas, number, type of visitor and exhibitor attendances, industries, costs, marketing and other economic benefits. This thesis evaluates UK exhibitions and, in particular, major trade events. It describes the characteristics of major UK exhibitions and presents in collated form the scope of existing research and statistical studies. It includes attitudinal and economic aspects as well as more general descriptions. It draws on studies carried out during the period of research. Exhibition trends and comparisons with European and American events are examined. The results show that over 400 major UK exhibitions covering a wide range of industries are held annually. They attract an estimated 6.7 million visitors. The greatest growth is among smaller, specialised events displaying new technologies. Compared with events held in West Germany and France, UK exhibitions are on average smaller and attract fewer international participants. Exhibitions offer unique marketing opportunities. They enable buyers and sellers to meet, view products and exchange ideas. They create income through space sales, sales of exhibition services and visitor and exhibitor spending. In 1983, UK exhibitions generated an estimated £526 million of which £84 million came from overseas participants. Cost analyses show that exhibition visitors, exhibitors, organisers, venues and service contractors have distinctly different objectives and financial commitments towards exhibitions. The first are concerned with marketing goals and the latter with investment risk and profit. Current methodologies highlight the need for greater research. It is hypothesised that new approaches using modelling and cost analysis techniques would lead to more comprehensive evaluations of the contact opportunities afforded by exhibitions and facilitate interexhibition comparisons. Simulated cash-flow models would assist with minimising financial risk and encourage economic gain. A macro-economic exhibition model shows the various independent interests are inextricably linked.