Aluminium booth systems use in Thailand's exhibition industry in context of management ecologization

¹ Design Alive Co, Wang Thonglang, Bangkok 10310, Thailand,
² Rajamangala University of Technology Rattanakosin, Salaya, Phutthamonthon, Nakhon Pathom 73170, Thailand

^* Corresponding author: sattaya2810@hotmail.com

Abstract

This research explores the challenges and opportunities of using Standard Aluminum Booth Systems in Thailand's exhibition industry. While these modular systems are valued for their ease of use, cost-effectiveness, and reusability, exhibitors face key challenges such as limited design flexibility and difficulties integrating advanced technologies. Through in- depth interviews with 23 stakeholders, including exhibitors, event organizers, and booth contractors—this study identifies critical factors influencing the adoption of these systems, framed by the Unified Theory of Acceptance and Use of Technology (UTAUT2). The findings highlight exhibitors' appreciation for the modularity and portability of aluminum booths but reveal dissatisfaction with their lack of distinctiveness in competitive environments. Additionally, exhibitors increasingly demand customizable layouts, integrated smart technologies, and sustainable materials to align with evolving industry needs. The growing emphasis on sustainability is also evident, with a focus on eco-friendly solutions to reduce waste in booth construction.The research offers practical recommendations for stakeholders to enhance booth designs by incorporating advanced technologies, expanding customization options, and improving sustainability. These insights contribute to optimizing aluminum booth systems to meet the changing needs of exhibitors and align with global exhibition trends.