Trade shows are key venues for presenting new products and research, yet physical exhibits can be costly and impractical. This study evaluates whether digital exhibitions utilizing VR and AR can effectively replace physical trade show presentations. Across three real-world experiments conducted at major international fairs, we deployed different digital exhibition formats and recorded visitor numbers, engagement ratios, and interaction durations. All exhibitions attracted substantially more visitors than the fairs’ average exhibitor-to-visitor ratios, exceeding them by 30 to 80%. In the first experiment, surveys captured user experience and success factors, while exhibitor interviews across all experiments provided insights into perceived impact. Results indicate that visitor interaction with digital content was the primary driver of engagement. By evaluating VR headsets, AR glasses, holographic projections, and mobile AR, we identified their respective strengths and limitations. Results indicate that well-designed digital exhibitions can serve as effective, cost-efficient alternatives to physical trade show presentations.
Kolmanič et al. (Thu,) studied this question.