Strategies for Participating in Trade Shows and Exhibitions of Small and Medium Enterprises in Thailand

Main Article Content

Werarart Nukulkij
Vichit Uon

Abstract

The purposes of this research were to study: 1) strategies for participating in trade shows and exhibitions of SMEs in Thailand; 2) factors influencing their participation in trade shows and exhibitions of SMEs in Thailand; and 3) the effect of implementing strategies for participating in trade shows and exhibitions of SMEs in Thailand. This study was qualitative research with data collected by in-depth interviews, group discussions (focus-group), non-participant observations, and documentary studies to obtain in-depth, detailed information on the subject matter covered. The results of the research were summarized as follows:1) It was found that for each trade show and exhibition participation, entrepreneurs have adopted strategies for attending the fair. The strategy used will be divided into three phases: before the start of the event, during the event and after the event; 2) It was found that the factors influencing the decision to participate in trade shows and exhibitions of entrepreneurs consisted of 2 main factors, namely internal environment factors and external environment factors; and 3) There are two outcomes of the strategy implementation after trade shows and exhibitions: sales outcomes and non-sales results.

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How to Cite
Nukulkij ว., & Uon ว. . . (2022). Strategies for Participating in Trade Shows and Exhibitions of Small and Medium Enterprises in Thailand. Rajapark Journal, 16(45), 602–615. Retrieved from https://so05.tci-thaijo.org/index.php/RJPJ/article/view/254775
Section
Research Article

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