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In Germany, trade fairs are a vital feature of the national and regional business event and improve the qualitative and structural competitiveness of a region. Over 70 trade fair sites in Germany are major features in the regional supply of business and tourist destinations, and they trigger economic processes that are known as indirect profitability. In addition, there is a dense network of regional trade and consumer exhibitions, which represent an important supplement to the international trade fairs. At the events which are organized by companies belonging to the membership of AUMA, alone, over 50,000 exhibitors and 7 to 8 million visitors are brought together. Trade fairs and exhibitions thus offer a platform for well over 200,000 exhibitors as well as 16 to 18 million visitors. This article endeavors to identify the competitive strength of German trade fairs. After discussing some of the theoretical and conceptual aspects of the trade fair, some empirical cases of German trade fairs are given.

Trade Shows (TS) are an increasingly important marketing activity for many companies, and very potential business industry for current and future economic growth. The Korea exhibition industry which was started in the 1960's is now in a growth period passing through an infancy period. The exhibition industry is actively developing not only in major cities but also in a number of provincial cities through establishing large exhibition halls such as EXCO and BEXCO. Moreover, KINTEX, the largest exhibition hall in Korea held in 2005, has solved a big problem about a short supply of exhibition halls. Thanks to these aspects of advancement, demand of exhibition has been definitely increased and this leads to a progress of trade. However, there are a lot of competitive leading countries to struggle with; China which is a rapidly growing country with a globalized city, Beijing, Hong Kong which has great potential with relationship connected to China, and Japan which internationally tries to attract foreign exhibitors. Therefore, the Korea exhibition industry should offer quality services to show its own differentiation. It should also make an effort to present a worldwide exhibition with powerful global brand to raise the rate of foreign exhibitors and buyers. In addition, convenient facilities and entertainments should be well equipped for distant exhibitors and visitors.

The purpose of this study is to explore the nature of game theory analyzing the 2010 World Exposition process. In particular, two- level games in the game theory is applied to this study. Prisoner’s dilemma has been used to analyze the negotiation process for attracting the 2010 World Expo, in which Yeosu, Korea participated. Assumingly, Russia and Korea would take a style of distributive negotiation, which is focusing on zero-sum game, while Mexico and Korea would take a style of integrative negotiation, which is focusing on positive sum game. To defeat the mainland China, which was the final winner in the 2010 World Expo, Korea should have taken advantage of the game theory strategies to make Russia and Mexico be supporters of Korea. The study suggested that the future negotiation for attracting mega events like the World Expo should be analyzed in terms of relationships among structure, strategy, process and outcomes using the nature of game theory.