Expo 2020 Dubai as Experiencescape to Build Image of Exhibiting Countries: Perspective of Polish Pavilion Personnel
Abstract
The study aimed to explore world exhibitions (commonly referred to as Expos) as a place where image-related activities of exhibiting countries are performed – and the exploration was based on the experiencescape perspective. A reference was made to Expo, which in 2021 and 2022 was held in Dubai.
An individual in-depth interview was employed (a semi-structured interview), which covered 20 people serving visitors in the Polish pavilion for three months during Expo 2020 Dubai. Empirical material was developed following the rules applicable to reflexive thematic analysis.
The analysis of the empirical material made it possible to identify five topics (categories) characterising a contemporary Expo as experiencescape. The following topics were identified: (1) a unique presentation of almost all countries at one time and place; (2) multiple accompanying events; (3) promotion of countries through the latest means of expression; (4) a place with a unique atmosphere, where above-average experiences are delivered; (5) a space where event participants can be overstimulated. These categories should be the main areas of decision-making in the process of preparing and implementing national presentations, as well as provide directions for future scientific research dedicated to world exhibitions.
The study shows originality, as no other work has been published in the scientific literature to date that has considered world exhibition grounds as experiencescape.
Exhibiting countries were given guidelines to prepare national presentations meeting the expectations of Expo participants and ensuring the effectiveness of image-shaping activities.
References
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[10] Carta, S. (2013). The image of the Shanghai 2010 Expo the contribution of single pavilions to Shanghai's global image. Frontiers of Architectural Research, 2(4): 387-399. DOI: 10.1016/j.foar.2013.06.006
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[12] Çelenk Çavdar, A., and Tavşan, C. (2025). Examining the concepts of future and experimentation in architecture through Expo 2025. ICCAUA Proceedings Journal, 8(1): 327-342. DOI:https://doi.org/10.38027/ICCAUA2025TR0027
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[20] Doucé, L., and Adams, C. (2020). Sensory overload in a shopping environment: not every sensory modality leads to too much stimulation. Journal of Retailing and Consumer Services, 57, 102154. DOI:https://doi.org/10.1016/j.jretconser.2020.102154
[21] Dynon, N. (2011). Better city, better life? The ethics of branding the model city at the 2010 Shanghai World Expo. Place Branding and Public Diplomacy, 7: 185-196. DOI: https://doi.org/10.1057/pb.2011.21
[22] Frost, W., and Laing, J. (2018). Understanding international exhibitions, trade fairs and industrial events: concepts, trends and issues (1-20). In: Frost, W., and Laing, J. (eds.). Exhibitions, trade fairs and industrial events. Routledge. Abingdon-New-York. DOI: https://doi.org/10.4324/9781315415291
[23] Gębarowski, M. (2019). Experience marketing in building the image of Expo participants (28-43). In: Image of a Nation: Country branding (Bulletin 2019). Bureau International des Expositions (BIE), Paris.
[24] Getz, D. (2007). Event studies: theory, research and policy for planned events. Elsevier, Oxford.
[25] Gilliam, D.A. (2015). Trade show boothscapes. Journal of Marketing Management, 31(17-18): 1878-1898. DOI: https://doi.org/1010.1080/0267257X.2015.1071276
[26] Goldblatt, J. (1997). Special events: best practices in modern event management. John Wiley & Sons, New York.
[27] Hereźniak, M., and Florek, M. (2018). Citizen involvement, place branding and mega events: insights from Expo host cities. Place Branding and Public Diplomacy, 14: 89-100. DOI: 10.1057/s41254-017-0082-6
[28] Hiller, H. (2000). Toward an urban sociology of mega-events. Research in Urban Sociology, 5: 181-205. DOI:https://doi.org/10.1016/S1047-0042(00)80026-4
[29] Holbrook, M.B., and Hirschman, E.C. (1982). The experiential aspects of consumption: consumer fantasies, feelings and fun. Journal of Consumer Research, 9(2): 132-140. DOI: https://doi.org/10.1086/208906
[30] Hughes, M. (2012). Making an impact: the power of World Expo. Vision – Fresh Perspectives from Dubai, March, 68-75.
[31] Hultén, B. (2011). Sensory marketing: the multi-sensory brand-experience concept. European Business Review, 23(3): 256-273. DOI: https://doi.org/10.1108/09555341111130245
[32] Johnson, M., and Barlow, R. (2021). Defining the phygital marketing advantage. Journal of Theoretical and Applied Electronic Commerce Research, 16(6): 2365-2385. DOI: https://doi.org/10.3390/jtaer16060130
[33] Kandampully, J. Bilgihan, A., and Amer, S.M. (2023). Linking servicescape and experiencescape: creating a collective focus for the service industry. Journal of Service Management, 34(2): 316-340. DOI:https://doi.org/10.1108/JOSM-08-2021-0301
[34] Kim, S., Ao, Y., Lee, H., and Pan, S. (2012). A study of motivations and the image of Shanghai as perceived by foreign tourists at the Shanghai Expo. Journal of Convention & Event Tourism, 13(1): 48-73. DOI:10.1080/15470148.2012.651972
[35] Kovačević, I., Hristov-Stančić, B., and Zečević, B. (2024). World exhibition (Expo) as a nation branding and soft power platform: the case of Serbia’s participation at Expo 2020 Dubai. Ekonomika preduzeća, 72(3-4): 245-252. DOI: https://doi.org/10.5937/ekopre2404245k
[36] Krishna, A. (2012). An integrative review of sensory marketing: engaging the senses to affect perception, judgment and behaviour. Journal of Consumer Psychology, 22(3): 332-351. DOI: 10.1016/j.jcps.2011.08.003
[37] Larsen, H.G. (2014). The emerging Shanghai city brand: a netnographic study of imAge perception among foreigners. Journal of Destination Marketing & Management, 3(1): 18-28. DOI: 10.1016/j.jdmm.2013.12.003
[38] Lee, Y.-K., Kim, S., Lee, Ch.-K., and Kim, S.-H. (2014). The impact of a mega event on visitors’ attitude toward hosting destination: using trust transfer theory. Journal of Travel & Tourism Marketing, 31(4): 507-521. DOI: https://doi.org/10.1080/10548408.2014.883347
[39] Lv, K., Mosoni, G., Wang, M., Zheng, X., and Sun, Y. (2017). The image of the 2010 world expo: residents’ perspective, Engineering Economics, 28(2): 207-214. DOI: https://doi.org/10.5755/j01.ee.28.2.3048
[40] Magno, F., and Dossena, G. (2020). Pride of being part of a host community? Medium-term effects of mega-events on citizen quality of life: the case of the World Expo 2015 in Milan, Journal of Destination Marketing & Management, 15, 100410. DOI: https://doi.org/10.1016/j.jdmm.2020.100410
[41] Mari M., and Poggesi, S. (2013). Servicescape cues and customer behavior: a systematic literature review and research agenda, The Service Industries Journal, 33(2): 171-199. DOI: 10.1080/02642069.2011.613934
[42] Minner, J.S., Zhou, G.Y., and Toy, B. (2022). Global city patterns in the wake of World Expos: a typology and framework for equitable urban development post mega-event. Land Use Policy, 119. DOI:10.1016/j.landusepol.2022.106163
[43] Müller, M. (2015). What makes an event a mega-event? Definitions and sizes. Leisure Studies, 34(6): 627-642. DOI: https://doi.org/10.1080/02614367.2014.993333
[44] Nicolescu, L., and Barbu, A. (2024). Mega events and their impact on country image: a comprehensive bibliometric analysis (822-835). In: Proceedings of the 7th International Conference on Economics and Social Sciences. June 13-14, Bucharest, Romania. DOI: https://doi.org/10.24818/icess/2024/072
[45] O’Dell, T. (2005). Experiencescape (15-35). In: O’Dell, T., and Billing, P. (eds.). Experiencescapes: tourism, culture and economy. Copenhagen Business School Press, Køge.
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Published
2025-08-29
How to Cite
GĘBAROWSKI, Marcin.
Expo 2020 Dubai as Experiencescape to Build Image of Exhibiting Countries: Perspective of Polish Pavilion Personnel.
Journal of Environmental Management and Tourism, [S.l.], v. 16, n. 3, p. 237 - 249, aug. 2025.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/9063>. Date accessed: 29 sep. 2025.
doi: https://doi.org/10.14505/jemt.v16.3(79).05.
Section
Article
Copyright© 2025 The Author(s). Published by ASERS Publishing 2025. This is an open access article distributed under the terms of CC-BY 4.0 license.