What is it about?
Exhibitions are breaking out of traditional convention centers. Today, events are evolving into dynamic, multi-location, and multi-modal experiences that redefine how attendees interact with space and content. To explore this new frontier, this study integrates the Stimulus–Organism–Response (S-O-R) Model with Experience Economy theory to analyze how two-location exhibitions influence perceived service quality and shape the overall attendee experience, while examining the moderating role of online exhibitions.
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Photo by Ilya Hou on Unsplash
Why is it important?
The future of exhibitions is hybrid and multi-venue. Our research reveals that splitting a physical event across two locations significantly boosts both perceived service quality and attendee experience. But the real game-changer is integrating an online component. Therefore, we offer three critical takeaways: Double the space: A dual-location setup increases engagement. Service is key: Top-tier service bridges the physical gap and keeps guests happy. Go hybrid: Online components don't replace physical spaces—they amplify them.
Perspectives
Exploring the "one exhibition, two locations" model in Macao has been a genuinely rewarding journey. By bridging multiple venue and modalities, this framework offers a rare look at how physical space actively shapes attendee service perceptions and exhibition experience. We hope our insights spark fresh ideas for fellow researchers stepping into this evolving frontier.
Professor W.M. To
Macao Polytechnic University
Read the Original
This page is a summary of: Connecting the Dots: How Two-Location and Online Exhibitions Shape Perceived Service Quality and Exhibition Experience, Tourism and Hospitality, October 2026, MDPI AG,
DOI: 10.3390/tourhosp7100351.
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