How Eco-Friendly Management by Exhibition Organizers Affects Visitors’ Rapport and Perceived Image

This study empirically examined the structural relationships between exhibition organizers’ eco-friendly management activities, visitors’ rapport formation, and their perception of the exhibition image. Eco-friendly practices were categorized into on-site operations and communication, while rapport was divided into interaction and affinitive behavior. Data were collected through a survey of visitors to eco-themed exhibitions and analyzed using partial least squares structural equation modeling (PLS-SEM). The results demonstrated that both types of eco-friendly activities had significant positive effects on rapport formation and exhibition image. Furthermore, rapport served as a key mediating factor in shaping visitors’ image perceptions. These findings suggest that eco-friendly initiatives not only support environmental values but also enhance emotional connections and brand image within the exhibition context. The study underscores the importance of strategic sustainability communication in the MICE industry to strengthen visitor engagement and foster long-term exhibition value.