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This study investigates evolving perceptions and preferences among exhibitors regarding trade fair formats, focusing on virtual, hybrid, and physical events. The aim is to understand how attitudes have shifted post-pandemic and the implications for future trade fair strategies. A longitudinal comparative analysis was conducted using survey data collected from exhibitors over two years. The analysis focused on evaluating perceptions of virtual, hybrid, and physical trade fairs, examining factors such as cost savings, technological barriers, health safety advantages, and interpersonal interactions. Findings indicate increasing recognition of cost and time-saving benefits in virtual formats. Despite technological improvements, challenges in interpersonal interactions persist. Interest in hybrid events is rising, but concerns exist about effectively combining physical and virtual advantages. Confidence in physical trade fairs is rebounding, especially among less COVID-affected exhibitors, suggesting a coexistence with virtual events rather than a complete replacement. Strategic flexibility is crucial to optimizing engagement across diverse preferences and capitalizing on emerging opportunities. The findings underscore the need for trade fair organizers to adapt their strategies to accommodate hybrid models effectively. Future research should delve deeper into specific factors influencing exhibitor satisfaction and engagement in hybrid environments, informing ongoing adaptations to the evolving trade fair landscape. [ABSTRACT FROM AUTHOR]

This research investigates the motivations and objectives of visitor participation in trade fairs in Thessaloniki. In particular, the trend of combining professional goals with the entertainment of visitors is investigated. The aim of the research is to determine whether the inclination to blend economic goals with entertainment is a shared characteristic among attendees of all trade fair events, or if it varies in any manner. Mixed methods research was used: quantitative research (1,066 participants) and in-depth interviews (51 participants). In order to comprehensively understand phenomena and ensure validity, the triangulation approach was used. The results showed that the type of trade fair is related to visitors' participation objectives. Specifically, the reason for visiting the trade fairs addressed to the general public is mainly entertainment, while those of the specialized sectoral trade fairs are mainly business-related. However, even in the sectoral trade fairs there is a significant percentage in several cases that mentions fun-entertainment as an objective. These results are of great research importance, but also of managerial importance, both for the trade fair organizers and for the local tourism development agencies. [ABSTRACT FROM AUTHOR]