Comparative Case Studies: Cross-cultural Communication Strategies of the Digital Platforms of Global Trade Fairs

Trade fairs are adopting digital platforms and services to enhance global participation. However, effective cross-cultural communication remains a challenge. This study analyzed digitalization approaches of 6 major trade fairs across NorthAmerica, Europe, and Asia through a comparative case study methodology. Data was collected from secondary sources and interviews with organizers. Findings reveal key differences in cultural communication priorities - fairs in Asia emphasize language support and relationship building in their digital offerings, while Western fairs focus more on quick information exchange. Providing culturally sensitive communication platforms is thus still an emerging practice. A notable finding is that Asian trade fairs take a more relational approach compared to the transactional tendencies of Western counterparts. A key recommendation is for fair organizers to offer cultural awareness training and develop online platforms with multilanguage functionality in order to properly engage diverse global audiences. The paper discusses current digitalization trends in the trade fair industry and provides insights into formulating culturally appropriate communication strategies that connect effectively across cultures. It offers both theoretical and practical implications for global business.