Exploring visitor experiences at trade shows

Abstract

Purpose -The purpose of this paper is to investigate business visitor behaviour at trade shows and to propose a complementary view based on the experiential perspective in marketing. Design/methodology/approach -The paper reports an ethnographic study conducted in the context of ten international trade shows in the textileapparel industry in Europe. Findings -The study sheds light on the nature of the experience provided by trade show exhibitors and organisers and on visitors' lived experiences. Trade shows immerse industrial buyers in a physical and cognitive experience that requires their active participation. Under such circumstances, industrial marketers who employ experiential marketing techniques are likely to increase their trade show performances. Originality/value -The paper adopts a new perspective that sees business visitor behaviour from an experiential standpoint and discusses the managerial implications that highlight the interplay of exhibitors and trade show organisers in designing and setting valuable experiences for visitors.

A systematic review of the trade show marketing literature: 1980–2014

“…The growing prominence of strategic marketing perspectives is consistent with the increasingly strategic role performed by trade shows (Geigenmuller, 2010). A similar trend is observed in the application of interpretive consumer behavior theories, such as consumer culture theory and experiential marketing approach, which is a testament to the increasing experiential prowess of trade shows (Ahola, 2012;Rinallo et al, 2010). There are also theoretical perspectives that have weakened over the years.…”

“…Trade shows are usually conceptualized as information sources for industrial buyers (Hansen, 2004), where exhibitors provide information about their offerings using a variety of communication tools, including brochures, displays, products, tasting, personal interactions, and so on (Bello, 1992). However, Rinallo et al (2010) revealed that the environment at trade shows is replete with sensorial stimuli (e.g., sounds, odors, colors, signs, physical objects, the crowd), all of which carry information and compete to attract visitors' attention. To some visitors, this can lead to sensorial overwhelming, information overload and physical fatigue as they are exposed to a barrage of stimuli that they simply cannot cope with.…”

“…Consequently, a more intensified application of case-study would have been instrumental in shedding light on complex trade show phenomena, such as organizational learning, channel partnerships and networking (Rice & Almossawi, 2002). Take, for example, Rinallo and colleagues' ethnographic study of trade shows (Rinallo et al, 2010). Trade shows are usually conceptualized as information sources for industrial buyers (Hansen, 2004), where exhibitors provide information about their offerings using a variety of communication tools, including brochures, displays, products, tasting, personal interactions, and so on (Bello, 1992).…”

Fit model between participation statement of exhibitors and visitors to improve the exhibition performance

“…• el comportamiento de los visitantes en las intenciones de compra (Gopalakrishna, Lilien, Williams & Sequeira, 1995;Bello, 1992;Bello & Lothia, 1993;Lilien, 1983;Munuera Alemán, Ruiz De Maya, Hernández Espallardo & Mas Ruiz, 1993;Seringhaus & Rosson, 2001;Berné Manero, Pedraja Iglesias, Rivera Torres, Marzo Navarro & García Uceda, 2005;Godar & O´Connor, 2001;Gopalakrishna, Roster & Sridhar, 2010;Rinallo, Borghini & Golfetto, 2010),…”

A Visitor Experience Scale: Historic Sites and Museums

“…It will reach its dominant status in marketing science in the future (Williams, 2006). Rinallo, Borghini, and Golfetto (2010) …”