An exploratory study of exhibitors’ motivation and business performance in B2B exhibitions
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Abstract
International exhibition is a critical part in the economy of any nation regarding different aspects. It also creates an extraordinary commitment to tourism areas, trade and development of local and provincial economies and it could be seen that exhibition is an immediate developing section of the tourism industry. Thus, understanding the complexity of exhibitors’ motivation to attend business to business (B2B) exhibitions and their business performance assessment are of significance. The purpose of this journal article is to introduce a review and discussion of the concepts concerning exhibition motivations from international exhibitors’ perspectives and their business performance measurements when participating in an exhibition. Based on related studies, a dimension of exhibition motivational attributes was summarized, i.e., commercial selling activities, marketing intelligence, exhibition marketing communication, facilitating services and destination appropriateness. In addition, to measure exhibitors’ business accomplishments, marketing and financial performance need to be clarified. The discoveries of this study could provide guidelines and meaningful implications to professional exhibition organizers and convention visitor bureaus in developing, supporting and organizing successful international B2B exhibitions.
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