The Evolution and Impact of the O2O Model in the Exhibition Industry

Qianwen Zhang

doi:10.54097/kfef1m52

Authors

Qianwen Zhang Exhibition Economy and Management, Hainan University, Haikou, China

DOI:

https://doi.org/10.54097/kfef1m52

Keywords:

O2O, Exhibitions, Digital Transformation, Visitor Experience.

Abstract

This study investigates how the Online-to-Offline (O2O) model shapes the effective- ness of the exhibition industry by integrating digital tools with physical event experi- ences. Building on a structured literature review, we develop a framework spanning four dimensions—Technology Adoption, Operational Excellence, Visitor Interaction, and Strate- gic Roll-out—and evaluate it using a mixed-methods design. Quantitative evidence is col- lected via an online survey of exhibition organizers and attendees (target n=100), comple- mented by qualitative case studies and semi-structured interviews with event stakeholders and technology providers. Descriptive statistics indicate moderate but uneven adoption of key technologies (e.g., NFC), with variability in audience engagement and adherence to best practices. Correlational analysis reveals strong positive relationships among Technology In- tegration, NFC Implementation, Best Practices, and Impact. A multiple regression model explains 70% of the variance in Impact Score (R2 =0.7013); Technology Integration (β=0.39, p=0.003), NFC Implementation (β=0.35, p=0.007), and Best Practices (β=0.35, p=0.004) significantly predict impact, whereas Audience Reach is not significant (β=-0.14, p=0.271). These findings suggest that targeted, technology-enabled experiences—rather than overall audience size—drive outcomes. The paper offers actionable recommendations for organizers (prioritize NFC and hybrid platforms), and for policymakers (incentivize digital infrastruc- ture and SME support), while outlining directions for future research on audience quality versus quantity and macro-financial effects of O2O adoption.

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