Melnikova I.Yu. CONGRESS AND EXHIBITION EVENT ORGANIZATION: TIME CHALLENGES AND DIGITAL SOLUTIONS
DOI: https://doi.org/10.15688/ek.jvolsu.2026.1.10
Irina Yu. Melnikova
Candidate of Sciences (Economics), Associate Professor, Graduate School of Media Communications and Public Relations, Peter the Great Saint Petersburg Polytechnic University, Politechnicheskaya St, 29, 195251 Saint Petersburg, Russian Federation, This email address is being protected from spambots. You need JavaScript enabled to view it. , https://orcid.org/0000-0001-8912-4269
Abstract. Digitalization plays a key role in ensuring effective congress and exhibition management. The purpose is to identify of the main trends in the development of the congress and exhibition industry and to determine forecast estimates related to the digitalization of basic and supporting processes. The empirical study combines an expert survey and case study analysis of the digitalization of congress and exhibition events and projects. The respondents were digital transformation directors, employees, and heads of media communications departments from various companies and government institutions. Based on the results of the survey, the limitations of congress and exhibition events (personnel, commercial, ethical and cultural, communication, and technical) were formulated and combined into groups. The results consist in the identification of trends in the formation of new management practices and in the development of a model of communications of participants of a congress and exhibition event in the conditions of digitalization. The model includes three contours. The first contour is the basic elements of the communication process. The second contour of the model shows aspects related to the digitalization process. The third contour shows the results of the communication process. Application of the model will allow planning and implementation of activities at the proper qualitative level. The practical significance of the model lies in taking into account all relevant aspects, which allows preventing information and reputational risks. The results can also be applied in the field of event management in the application of digital and hybrid formats of events. An indirect result of the model will be an increase in participant satisfaction. These are the satisfaction of basic (information) needs, the need for safety, and the need for an individual approach and quality of organization. The author predicts a higher commercial effectiveness of events for their participants, expressed in an increase in the number of deals concluded.
Key words: congress and exhibition event organization, digitalization, communication management, model of communication, digital platform.
CONGRESS AND EXHIBITION EVENT ORGANIZATION: TIME CHALLENGES AND DIGITAL SOLUTIONS by Melnikova I.Yu. is licensed under a Creative Commons Attribution 4.0 International License.
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