The effect of successful trade show attendance on future show interest: exploring Japanese attendee perspectives of domestic and offshore international events

Smith, Timothy L.; Hama, K.; Smith, Paul M.

doi:10.1108/08858620310480296

Cited by 90 publications

(100 citation statements)

References 27 publications

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“…Of these, 90 percent are focused on the exhibiting mode, eight percent are focused on the visiting mode, while only two percent are focused on the organizing mode. In the exhibiting mode, both sales-related and behavior-related metrics are employed (e.g., Dekimpe et al, 1997;Lee & Kim, 2008), while in the visiting mode, only behavior-related metrics are employed (e.g., Gottlieb et al, 2014;Smith et al, 2003), and in the organizing mode, only sales-related metrics, based on exhibitor and visitor traffic, are employed (Tafesse, 2014).…”

Section: Trade Show Performancementioning

confidence: 99%

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

Tafesse

Skallerud

2017

Industrial Marketing Management

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The trade show marketing literature has been growing over the past decades, attracting a steady stream of research and journal publications. However, this body of research has not been subject to a systematic literature review. Accordingly, the purpose of this article is to provide a systematic review of the trade show marketing literature with the aim of delineating its current state, trends, gaps and inconsistencies. To this end, multiple electronic databases were searched and 91 trade show articles published in 24 marketing journals were extracted.The extracted articles were carefully analyzed with the help of a comprehensive classification framework focusing on broad thematic, theoretical and methodological dimensions. The

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Section: Trade Show Performancementioning

confidence: 99%

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

Tafesse

Skallerud

2017

Industrial Marketing Management

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“…The main aim is to increase purchase probability. Because one of the main products in tourism trade shows is information (Sclentrich, 1996;Shipley et al, 1993;Smith et al, 2003), this study focuses on information when examining the product quality of trade shows. According to Gilboa and Rafaeli (2003), the information rate can be included in the M-R model when the environment under examination contains a high amount of information for customers to consume.…”

Section: Effects Of Trade Show Environments 667mentioning

confidence: 99%

“…Lee, Yeung, & Dewald, 2010;Siu, Wan, & Dong, 2012;Smith, Hama, & Smith, 2003). As defined by Schlentrich (1996), trade shows are marketplaces for suppliers of products visitors through a modified Mehrabian-Russell model (M-R model).…”

Section: Introductionmentioning

confidence: 99%

The Effects of Trade Show Environments on Visitors

Wong¹,

Li²,

Chen³

et al. 2017

Event Management

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Tourism trade shows that are open to the public as well as to buyers and sellers are an emerging channel for the promotion of products to potential tourists. However, few studies have explored the influence of environmental stimuli on nonbusiness visitors' emotions. Moreover, the moderating effect of visitors' expectations remains understudied in the context of trade show management. To address this issue, this study reports on research derived from 611 respondents at a Taiwanese tourism trade show through a modified Mehrabian–Russell model. Structural equation modeling of the data shows that positive emotions positively influence behavioral intentions, but negative emotions do not negatively influence behavioral intentions. Among the three stimuli (i.e., information rate, service staff quality, and atmospherics), only information rate and service staff quality positively affect positive emotions and negatively affect negative emotions. The results show that visitors with high and low trade show visit expectations react differently to environmental stimuli at trade shows.

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“…As domestic and international exhibitions have become greater in numbers, 2 customers have shown stronger intentions of participating in exhibitions (Rice & Almossawi, 2002;Smith, Hama, & Smith, 2003). The main reasons that customers attend exhibitions are to acquire new information or knowledge, and to enjoy the interesting and exciting programs and performances (Robbe, 2000).…”

Section: Introductionmentioning

confidence: 99%

Marketing Strategy to Increase Exhibition Attendance through Controlling and Eliminating Leisure Constraints

Lee¹,

Palakurthi²

2013

Event Management

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The purpose of this study is to discover marketing strategies to increase exhibition attendance through controlling and eliminating leisure constraints which prevent customers from attending exhibitions. The results showed that there were significant relationships between demographic characteristics of exhibition attendees and the leisure constraints (i.e., intrapersonal constraints, interpersonal constraints, and structural constraints) perceived by them. The findings of this study give exhibition planners, organizers, managers, and researchers, useful information for discovering marketing strategies in order to control and eliminate specific constraints which prevent customers from attending exhibitions.Keywords: Exhibition; Leisure Constraints Theory; Marketing strategy INTRODUCTIONIn past decades, the exhibition industry has been performing an important economic function in attracting huge numbers of people whose purpose is to share updated information and knowledge, to buy or sell products and services, to launch new products, and to negotiate contracts and deals (Rogers, 2003). McCabe (2001) found that the exhibition industry also provides various business opportunities with the "potential" to accelerate contracts and promotions. Bonoma (1983) described the potential of exhibitions as an effective and efficient marketing pathway not only to announce new products, provide new information, and introduce new technology, but also to interact and communicate with people face-to-face.Thus, Blythe (2002) stated that exhibitions are regarded as a tactical marketing technique to achieve a firm's business aim and to enhance communications with existing and potential customers. As domestic and international exhibitions have become greater in numbers, (Robbe, 2000). Customers also wish to take part in exhibitions because they are interested in the various displays presented at the exhibitions (Kim, Sun, & Ap, 2008).Interesting activities and low entrance fees motivate customers to attend exhibitions.However, many people may envision an exhibition as simply a quiet place where new products are displayed. Luckhurst (1951) defined an exhibition as not only an event that displays a collection of new products but also as an event that provides exciting human activities, performances, entertainment, and other dynamic activities for the exclusive purpose of achieving the marketing goals of companies. Kotler (1971) explained that marketing is not the art of discovering intelligent ways of disposing the products of firms but the art of generating authentic customer value. Luckhurst (1951) and Kotler (1971) commonly emphasized that marketing should be designed with special features which will draw customers' attention. Kotler and Levy (1969) noted that marketing is a pervasive societal activity that goes considerably beyond the selling of products alone. They asserted that the nature of marketing function is to increase product sales by improving communication with customers. Lee (2007) indicated that exhibitions and m...

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The effect of successful trade show attendance on future show interest: exploring Japanese attendee perspectives of domestic and offshore international events

Cited by 90 publications

References 27 publications

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

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

The Effects of Trade Show Environments on Visitors

Marketing Strategy to Increase Exhibition Attendance through Controlling and Eliminating Leisure Constraints

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