Exhibitions, Trade Fairs and Industrial Events

This book is the first to take an in-depth examination of the breadth and scope of exhibitions, trade fairs and other industrial events as a marketing tool or channel. Industrial Events are planned events that are staged with the primary aim of marketing businesses, industries and products. This may lead to direct sales through these events, as well as the development of brand image or building brand awareness; penetration of new markets; trials of new products and knowledge diffusion. These business goals might be future-focused, with meetings of strategic players from across an industry or sector contributing to the shaping of future innovations and development. Industrial events act as a marketplace, but rather than seeing them as temporary or isolated activities, they can be understood as cyclical clusters. This is a multidisciplinary book written by an international group of leading academics, offering a wide range of case studies that feature countries such as the United Kingdom, United States of America, Japan, South Korea, Saudi Arabia, Australia and New Zealand. It will appeal to students and researchers in the fields of cultural studies, history, tourism, sociology, economics and management

1. Understanding International Exhibitions, Trade Shows and Industrial Events: Concepts, Trends and Issues Warwick Frost and Jennifer Laing 2. Modernity on Show: World’s Fairs, International Exhibitions and Expos, 1851-2020 Warwick Frost, Gary Best and Jennifer Laing 3. The High Point Furniture Market: A Dilemma of Eventful Place Making Vern Biaett and Jenny Lukow 4. The Evolving Nature of Commercial Art Fairs . Hilary du Cros 5. Couture on the Catwalk: Department Store Fashion Shows Jennifer Laing and Warwick Frost 6. Cars of Futures Past: Motorclassica 2016- The Australian International Concours d’ Elegance & Classic Motor Show . Gary Best 7. The Symbiotic Relationship between Unusual Venues and Street Food Commercial Events: The Case of Street Feast in London . Claudia Sima and Franziska Vogt 8. Narrowing the Gap between Paddock and Plate: The Real Food Festival, Australia . Trudie Walters 9. The Noodle Grand Prix as Regional Food Industrial Heritage Festival: A Japanese Case Study . Sangkyun Kim, Eerang Park and Bokyung Kang 10. Saudi Food Events as Multi-Purpose Products . Emad Monshi 11. Craft Beer Festivals: The Craft Brewers’ Experience of Getting Beer to Market in the US and UK . Alison Dunn and Gerry Kregor 12. Supporting the Industry or Just Consuming Leisure? The Case of Industrial Festivals and Events in Jeonju, South Korea . Eerang Park and Sangkyun Kim 13. Exploring family farms and sustainability entrepreneurship in Australian farmers’ markets Vanessa Ratten, Veland Ramadani and Alain Fayolle 14. Beyond Branding: The Role of Booktowns in Building a Relational Marketplace . Melissa Kennedy 15. Selling Sustainability and the Green Economy: A Case Study of Ecofest, New Zealand Jennifer Laing, Judith Mair and Warwick Frost 16. Exhibitions, Trade Shows and Industrial Events in a Digital Age: Setting a Research Agenda Warwick Frost and Jennifer Laing

Warwick Frost is an Associate Professor in the Department of Management, Sport and Tourism at La Trobe University, Melbourne, Australia. His research interests include heritage, events, nature-based attractions and the interaction between media, popular culture and tourism. Warwick is a co-editor of the Routledge Advances in Events Research series and has co-edited five books and co-authored five research books. Jennifer Laing is an Associate Professor in the Department of Management, Sport and Tourism at La Trobe University, Melbourne, Australia. Her research interests include travel narratives; the role of events in society; rural and regional regeneration through tourism and events; and health and wellness tourism. Jennifer is a co-editor of the Routledge Advances in Events Research series and was recognised in 2017 as an Emerging Scholar of Distinction by the International Academy for the Study of Tourism.