Trade fair innovation: ProWein relies on Burgenland expertise

05. February 2026

(c)Messe Düsseldorf ctillmann

Kerstin Houf, a graduate of the International Wine Marketing master's degree programme, used the results of her master's thesis to develop a service tool that can be used to analyse the behaviour of trade fair visitors. It will be used for the first time at one of the world's largest wine fairs, ProWein in Düsseldorf.

Eisenstadt/Düsseldorf, 5 February 2026 - A recent example shows just how relevant studying at the Burgenland University of Applied Sciences is in practice: Kerstin Houf, a graduate of the International Wine Marketing Master's degree programme, has incorporated the results of her Master's thesis directly into her job as Senior Project Manager in the ProWein team. Based on her research, ProWein Düsseldorf developed the new Insights to Action (I2A) framework - a structured, data-based concept that accompanies international trade visitors along the entire customer journey and further strengthens the business relevance of the trade fair.

Focus on the decision-making behaviour of trade fair visitors

Houf's scientific work focused on the decision-making behaviour of B2B wine buyers: How do international trade visitors prepare for their trade fair visit? What information is actually relevant to their decision? What criteria are used to select exhibitors and products? The findings were directly incorporated into the further development of the digital ProWein services - from optimised filter categories and more informative exhibitor profiles to clearly structured product information. In addition, the "Fair Match" matchmaking tool enables direct appointments to be made with suitable exhibitors.

My analysis has shown how important clear structures and relevant content are for well-founded decisions. This is exactly what I2A realises: Trade visitors find what they need more quickly and exhibitors are visible where purchasing decisions are made.

Kerstin Houf, graduate of the Burgenland University of Applied Sciences Photo (c)Constanze Tillmann Photography

High quality of education at Burgenland University of Applied Sciences

"This is practical transfer excellence in action," emphasises programme director Marcus Wieschhoff.

This is exactly what the Master's in International Wine Marketing should and can achieve: evidence-based solutions that create immediate added value for companies and markets. We are very proud that a final thesis is shaping the further development of THE leading international B2B wine trade fair and emphasises the quality of our training.

Programme director Marcus Wieschhoff

Find out more about the degree programme and register at www.hochschule-burgenland.at

Further enquiries:
Mag.a Christiane Staab │ Marketing and Communication │ University of Applied Sciences Burgenland GmbH │ Tel: +43 (0)5 7705 3537 │ E-Mail: christiane.staab(at)hochschule-burgenland.at

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