Model for the measurement of the success of the organization of health product and service exhibitions in Thailand

Abstract

Organizing the health product and service exhibitions in Thailand is a way to apply a new concept of health service into businesses related to the prevention and care of health while bringing modern equipment and technology to facilitate and meet the needs of people of all ages. Academic seminars are also organized along with product displays to develop a comprehensive health knowledge for the visitors of the trade show. It is also an opportunity for business partners to meet directly and discuss their partnership opportunity. In the recent times, the management of health product and service exhibitions is highly competitive, making it difficult for entrepreneurs to adjust themselves in order to gain a market advantage. The objectives of this research were to: 1)study levels of leadership, integrated marketing communication, operational experiences, management innovation, business cooperation, and success of the organization of health product and service exhibitions in Thailand; 2) examine influences of leadership, integrated marketing communication, operational experiences, management innovation and business cooperation on the success of the organization of health product and service exhibitions in Thailand; and 3) develop a model for the success of the organization of the health product and service exhibitions in Thailand.