포스트 코로나 시대 디지털 전환에 따른 우리나라 전시산업의 경쟁력 제고 방안에 관한 연구

Abstract

The changes of the past three years due to COVID-19 have brought about significant transformations in the ecosystem of the trade exhibition industry. The pandemic led to frequent cancellations or postponements of trade shows, resulting in massive economic losses for exhibition businesses, convention centers, and related industries. Consequently, regional lockdowns in various countries have driven the emergence of online and online-offline hybrid alternative to traditional offline formats, setting new standards for the market. Therefore, COVID-19 has become a pivotal point in accelerating the digital transformation of the exhibition industry. This research analyzes the market, relevant cases, and other aspects of the rapidly changing global exhibition industry in the post-pandemic era, primarily through literature review. The research highlights the increasing volatility of the exhibition industry market after the pandemic, particularly concerning issues related to infrastructure and software development for digital capabilities. By analyzing the pre- and post-pandemic situations through existing research, the study proposes future industry directions and strategies for enhancing the competitiveness of the Korean trade exhibition industry. Digital transformation has become a necessity, not a choice, for businesses in the exhibition industry. Companies require long-term strategies to address digital transformation and find sustainable models to adapt to industry trends. Flexible support from the government is crucial to establish regulations, build networks for exhibition organizers, and develop standard manuals to create a stable foundation for sustainable development. Additionally, establishing comprehensive plans, including building digital infrastructure for the exhibition industry through R&D development and support and providing continuous IT-related education, are necessary to improve and adapt to societal changes and trends. Finally, government agencies, local authorities, and exhibition-related associations, as key policy institutions for the exhibition industry, must recognize the current transformations caused by COVID-19. They should actively strive to revitalize the trade exhibition industry by preparing realistic and direct measures to support small and medium-sized enterprises (SMEs), the primary exhibition organizers, in their digital transformation and transition to hybrid exhibitions, alongside establishing long-term support policies.