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| Indian Exhibition Venues: A Study of ITPO, HITEX, India Expo Mart | |||||||||||||||||||||||||||||||||
| Paper Id :
17421 Submission Date :
16/03/2023 Acceptance Date :
23/03/2023 Publication Date :
25/03/2023
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| Abstract | Indian exhibition organizers needs state of the art venues to conduct a smooth exhibition for exhibitors, visitors, service professionals and other participants involved in Indian exhibition industry. This would help in gaining customer satisfaction and organized flow of activities from start to finish. The focus of the researcher is to study the services provided by different exhibition venues including their features, advantages for Indian exhibition organizers. The purpose of this study is to analyze India trade promotion organization, HITEX and India Expo Mart facilities available for participants in Indian exhibition industry. This will help the Indian exhibition organizers to understand the services provided by them so that they can plan and choose the best center to conduct several exhibitions. As a result of this, Indian exhibition organizers will be more informed to utilize resources of these venues for the welfare of the participants involved in Indian exhibition industry. The present study is qualitative and subjective and researcher has discussed various facilities provided by Indian exhibition venues for exhibition organizers. | ||||||||||||||||||||||||||||||||
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| Keywords | Exhibition Industry, tradeshows, trade fairs, exhibitions, Exhibition venues, ITPO, HITEX and India expo mart. | ||||||||||||||||||||||||||||||||
| Introduction |
Indian exhibition Venues:
Exhibition comes under the domain of public relations (Xiaoming, 2012; Gaur & Saggere, 2009; Karunakaran, 2009; Brieter & Milman, 2006; Bajpai, 2005) defines exhibitions as displaying of different offerings as a solution to the target customers. All exhibitions in India demands professional exhibition venues where exhibition organizer can conduct different types of exhibitions for several purposes. The success of the exhibition is dependent upon the choice of the venue. (Kumar & Kumar, 2014; Kumar & Kumar, 2015) It has been observed that the poor choice of exhibition venue has further leaded to poor attendance of the visitors of the show. Therefore, venue selection is very important stage to gain return on investment further for the participants involved in Indian exhibition industry. These several venues which are being used in India by Indian exhibition organizers are as follows:
1. ITPO: India trade promotion organization, New Delhi
2. Epi Center, Gurgaon
3. India expo mart, Noida
4. Bombay Exhibition Center (BEC)
5. Bangalore International exhibition center (BIEC)
6. Karnataka trade promotion organization (KTPO)
7. HITEX, Hyderabad
8. Word trade center (WTC), Mumbai
9. CII convention center, Chandigarh
10. Export promotion industrial park, Jaipur etc.
Source : Author’s elaboration |
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| Aim of study | The aim of the researcher through this study is to provide relevant information pertaining to ITPO, HITEX and India expo mart only. This information would further help exhibition organizers to understand the different services provided by these venues and they will be able to make the best use of their resources. Therefore, researcher is trying to emphasize on the facilities offered by these venues. The main objective of the research was to determine relevant information on Indian exhibition venues: A study of ITPO, HITEX, and India expo mart along with other objectives which are mentioned below: 1. To determine the services provided by India trade promotion organization (ITPO), New Delhi 2. To determine the services provided by Hyderabad International trade exposition ltd. (HITEX), Hyderabad 3. To determine the services provided by India expo mart, Noida The above objectives have been achieved based upon the study of available literature, websites of venue providers to understand the relevant information useful for Indian exhibition organizers. | ||||||||||||||||||||||||||||||||
| Review of Literature | A research was conducted on (Bajpai, 2005) Trade fairs, expositions and exhibitions: The Indian connection described the importance of venue and the facilities provided by these venues. The conclusion of this research was emphasizing the relevance of venues to achieve the success of exhibitions. The success is dependent upon the facilities offered by the venue provider for on the spot interaction among the participants involved in Indian exhibition industry. The professional the facilities provided by the venue managers, the better the dealing would be with the visitor visiting the premises, which in turn makes better relationship in the longer run. (Brieter & Milmen, 2006) discussed that convention center’s facilities is the top priority while deciding about an exhibitions. Chen & Mo. (2012) in his research on attendees’ perspective emphasized on the service quality of an exhibition organizer: A case study of tourism exhibition concluded that the services provided by exhibition venues have a positive impact on attendee’s overall satisfaction. Ling Yee (2006) pointed out that exhibition attendance was very important and right venue selection would motivate the visitors to attend the show due to the several benefits attached to that event. A research was also conducted (Kumar & Kumar, 2015) to understand about the marketing mix model and it was discussed that venue location and selection may be considered an important area of study. Therefore, researcher has gone further to understand what kind of venues is being selected by Indian exhibition organizers to conduct successful exhibitions in India. It was also found that (Evers & Knight, 2008) good services would ensure better relationship in exhibitions on a global scale. (Kazmi & Batra, 2009) Exhibition services are required to be professional to gain value from the participants of the show. Fenich (2008) described due to the nature of services involved in exhibitions we should have better facilities available so that a show can gain maximum mileage. A better planned venue would lead to the success of the show and gain repetitive clientele for exhibition organizers. (Alberti & Varon Garrido, 2017) pointed out that participation in exhibitions would lead to profitability and sustainability of an organization. (Alvarez-Milán, Felix, Rauschnabel & Hinsch, 2018) Exhibitions helps in engaging customers and builds strategies for making decisions. Appio & Lacoste (2019) emphasized on business to business relationship via participation in different venues involved in exhibition business. Al-kalouti, Kumar, Upadhyay & Zwiegelaar (2020) exhibition venues provides innovation opportunities at different places which helps in gaining higher market share through organizational performance. (Statsenko & Corral de Zubielqui 2020) emphasized that Indian exhibition venues provides ample opportunities for collaboration at different level and scale, thereby gaining competitive advantage through performance marketing. Therefore, based upon the above literature review, it seemed quiet feasible to researcher to conduct a study as regards to Indian exhibition venues: A study of ITPO, HITEX and India expo mart in Indian exhibition industry. |
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| Main Text | The above
objectives have been achieved based upon the study of available literature,
websites of venue providers to understand the relevant information useful for
Indian exhibition organizers. India Trade
Promotion Organization (Itpo), New Delhi Related Information in Indian Exhibition
Industry: (Bajpai, 2005) ITPO that has got its trade centers in Chennai and Bangalore also is a government nodal agency and formed out of Trade Fair Authority of India and Trade Development Authority. The primary activity of ITPO is to conduct national and international exhibitions in India and abroad. Apart from this, it approves and regulates the exhibitions being organized in India. ITPO has its presence through its offices in New York, Frankfurt, Tokyo, Moscow, etc., through which it extends its marketing communication related activities. It has regional offices in Chennai, Bangalore, Kolkata and Mumbai. It facilitates several public relation activities under the head of marketing communication theme such as meetings, conferences, workshops, exhibitions, seminars, trade shows, social events and product launches. The following are the activities, facilities and services provided by ITPO (http://www.indiatradefair.com):
HITEX,
Hyderabad Related Information In Indian Exhibition Industry: Hyderabad
International Trade Expositions Limited (HITEX) (Bajpai, 2005) HITEX has been owned by Hyderabad International Trade Expositions Limited. It has also taken the membership of UFI, the Global Association of the Exhibition Industry, Indian exhibition industry association (IEIA), International association of exhibitions and events (IAEE), Federation of exhibition and convention association (AFECA) etc. The several promoters of HITEX includes: L&T Info-city Limited, National Academy of Construction (NAC), Hyderabad Urban Development Authority (HUDA), Andhra Pradesh Tourism and Municipal Corporation of Hyderabad (MCH). (www.hitex.co.in) HITEX is spread over an area of 53 acre and is jointly operated with the government of Telangana. The following are the activities and services provided by HITEX (http://www.hitex.co.in):
India Expo
Mart, Noida Related Information in Indian Exhibition Industry: (www.indiaexpomart.com) It is the India’s largest integrated venue for exhibitions and conventions with 2,35,000 sq.m. of area, 14 exhibition halls, 8 conference halls, 29 meetings rooms, 4 outdoor zones, and 12 entry/exit gates. India expo mart provides unmatched opportunities for business expansion. It is India’s first international exhibition cum convention facility on public private partnership (PPP) model. The following are the activities and services provided by India expo mart (http://www.indiaexpomart.com):
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| Methodology | The present study is subjective and qualitative in nature and based upon secondary data. The main source of information is review and analysis of the published data which is collected from various sources such as magazines, newspapers, websites and research papers from different journals. |
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| Sampling |
3 Exhibition Venues |
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| Tools Used | Observation, Check lists | ||||||||||||||||||||||||||||||||
| Statistics Used in the Study |
Qualitative study |
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| Analysis | Scope of the study The present study
entitled “Indian exhibition venues: A Study of ITPO, HITEX, India expo mart” to understand Indian exhibition venues, their features is
very important looking at the Indian exhibition organizers involved in Indian
exhibition industry. The study has covered the venues available
in Relevance
of the study:
As a researcher, it has been observed that
very little work has been done to study Indian exhibition venues: A study of
ITPO, HITEX, India expo mart and as a result it required further extension of
work in terms of understanding the venue related services, features, relevant
details for Indian exhibition organizers. This study would be useful for Indian
exhibition organizers, associations, councils, co organizers, and exhibition
managers to understand which venue has got what kind of features before they
embark their journey of organizing the exhibition for the participants involved
in Indian exhibition industry. |
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| Result and Discussion | As
a result, this information will not only improve the organizer’s understanding
about the venue but also help will help them in performing different functions
of management such as planning, organizing, staffing, directing, actuating,
budgeting, forecasting and controlling of their resources in an efficient and
effective manner. Indian Exhibition Organizers: Based on the above
mentioned information related to the facilities and services provided by Indian
exhibition venues the researcher has discussed several practices to be followed
for show organizers of Indian exhibition industry, which are as follows:
Source: Author’s elaboration |
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| Findings | Based upon the analysis of the above mentioned objectives, the researches has been able to find the following: 1. Indian exhibition venues 2. Services provided by exhibition venues 3. Check list for Indian exhibition organizers before the selection of the venue 4. Information about ITPO, HITEX and India expo mart 5. Features, advantages and benefits of these venues Source: Author’s elaboration | ||||||||||||||||||||||||||||||||
| Conclusion | Indian exhibition venue selection is very important decision for Indian exhibition organizer; therefore they should be aware about the specification, activities, and facilities of major venues available in India. Thus, the researcher has chosen to analyze the services provided by major venues available in India such as ITPO, HITEX and India expo mart followed by discussion for Indian exhibition organizer to ensure successful outcome as a result. Therefore the researcher has made an attempt to study the objectives mentioned above along with several sub objectives such as: (1) To determine the services provided by India trade promotion organization (ITPO), New Delhi (2) To determine the services provided Hyderabad International exposition ltd. (HITEX), Hyderabad (3) To determine the services provided by India expo mart, Noida followed by discussion for Indian exhibition organizers to plan for venue selection for better mileage of the show. | ||||||||||||||||||||||||||||||||
| Suggestions for the future Study | There seemed a lot of scope to research on different topics in the same domain, which includes: 1. Study of various kind of venues available internationally to organize exhibitions 2. Study of Indian exhibition venues and its ranking for better decision making 3. Study of marketing mix applied to Indian exhibition venues 4. Study of service mix applied to Indian exhibition venue |
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| Limitation of the Study | The limitations were mostly related to the technique of collecting data as researcher has only used secondary resources through websites of Indian exhibition venues instead of taking primary resources. The researcher has only studied 3 exhibition venues however there are lots of other venues available in India which required further research. | ||||||||||||||||||||||||||||||||
| References | 1. Activities and Services, Retrieved April 24, 2022 from http://indiatradefair.com/information/details/activity
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