Conceptualization and development of event experience scale: lessons from India

Abstract

Purpose The purpose of this paper is to conceptualize and develop an event experience scale in the business event (trade shows) context. Design/methodology/approach Data were gathered from domestic and foreign exhibitors and visitors of the six countries from the international trade show events organized in the emerging economy of India. Findings An event experience scale comprised five dimensions (affective, cognitive, unique, physical and well-being association) associated with experiences emerged. Findings propose that event participants see trade shows as a business event to fulfil their meaningful goals as well as a platform that addresses their subjective pleasure. Practical implications Existing experiential practices in the trade show industry can be enhanced by improvising the dimensions found in the study. Practitioners may use the outcomes to enhance the effectiveness of trade shows. Originality/value The event literature on trade show experiences is still in its developing stage. To the best of the authors’ knowledge, this research is one of the first attempts to conceptualize and develop a trade show event experience scale. This research conceptualizes trade shows as a tourism destination and adds a new unexplored dimension to business event literature.