Utilisation of Virtual Tradeshows in the Malaysian MICE Industry: Post-Pandemic Impact

Abstract

The use of web-based apps has increased in the Malaysian meetings, incentives, conferences, and exhibitions (MICE) industry during tradeshows. This results from the advancement of ICT businesses and the pressures stemming from the post COVID-19 conditions from 2020 to 2024. It has transitioned from conventional physical tradeshows to virtual expo platforms. The virtual tradeshow has been operational since 2020, with its standard features. However, certain aspects are deficient in the virtual exhibition, which affects the low adoption among both visitors and exhibitors. This study examines the critical roles of virtual tradeshow features that must be included in the virtual platform. There is a deficiency of peer-reviewed works on significant tradeshows concerning Malaysian case study marketing and the virtual industry scope that can be recorded for future connected research. This study focuses on the identification of the virtual tradeshow in Malaysia during the epidemic years of 2020 and 2021. Ten virtual tradeshows in Malaysia, Indonesia, and Thailand are under consideration, with the International Greentech and Eco Products Display & Conference Malaysia (IGEM) chosen as the primary virtual tradeshow display. The platform's summarised elements and user expectation outcomes are evaluated and discussed in relation to user experience. At this stage, the user expectation model for the virtual tradeshow platform evolves to investigate the fundamental components based on user objectives, expectations, and anticipated outcomes from the virtual tradeshow. Consequently, this strategy may enhance the fundamental aspects of user experience and elevate the virtual tradeshow sector in Malaysia. The findings of this study will aid Malaysia's MICE industry in developing a virtual tradeshow platform.