A Comparison of Brand Personality for Chinese Convention Destinations: Focused on Beijing, Shanghai, Hangzhou, Chengdu

This study was conducted to provide basic data for preparing a development policy for the exhibition and convention industry in the future by empirically analyzing the current status of exhibition and convention holding, regional distribution, and operation status. From 2012 to 2019, China's exhibition and convention industry experienced continuous quantitative growth at an average annual rate of 8-10 % in terms of the total number of exhibitions and conventions, total exhibition area, and total quantity. However, 70% of the exhibition convention centers were distributed among the seven major regions of China, mainly in Hwadong, Hwanam, and Hwabuk. In addition, the operation rate of the exhibition and convention center was above 50% for the top seven, which was less than 2% of the total. Since 2020, due to the COVID-19 pandemic, online exhibition conventions have become an opportunity to emerge with an 11% share of the total.