An exploratory study of exhibitors’ motivation and business performance in B2B exhibitions

Main Article Content

Charoenchai Agmapisarn
Navaphun Khongsawatkiat


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.

Article Details

Author Biography

Charoenchai Agmapisarn, Graduate School of Tourism Management (GSTM)National Institute of Development Administration

Assistant Prof. Dr. Agmapisarn completed his degrees through the School of Development Economics at National Institute of Development Administration (NIDA) followed by Department of Applied Economics; Department of Economics at University of Minnesota at Twin Cities; and Department of Career Science at Kasetsart University in Tourism (with a second-class honors). In 2009 his Ph.D. paper was awarded the best graduate-level paper from Bank of Thailand. He also obtained a post graduate certificate in International Hospitality Operations (with Distinction) from the Les Roches International School of Hotel Management, Bluche, Switzerland under a NIDA scholarship. He has 16 years experience lecturing in microeconomics, labor economics, and tourism economics.

Since December 2014, he has served as a consultant and provided practical on-site trainings at various companies in Thailand, such as EAT ME: one of Asia’s 50 best restaurants, Thailand Development Research Institute (TDRI), and Thai Airways International (THAI). His focus includes areas such as service leadership, consistency in service excellency, service entrepreneurship, and personality development for work competencies and performances.



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