Travel trade shows: exploratory study of exhibitors' perceptions

Abstract

PurposeThe purpose of this paper is to investigate the motivations for participating in international trade shows and perceptions of effectiveness and challenges faced by exhibiting firms.Design/methodology/approachA multiple‐methodology approach is adopted. Initially, interviews are conducted with travel trade exhibitors. These then serve as a foundation for a survey of senior tourism managers.FindingsExhibitors perceive efficient and effective products/services being displayed on the stand as the central factor for success. The key motivation for participating in travel trade shows is to improve relationships with customers. The primary motivation in participating in specific travel trade shows was influenced by the reputation of the fair, and the key challenge relates to following up leads from the fair.Research limitations/implicationsAs the study emphasises tourism and travel, generalising to other trade shows must be done with caution.Practical implicationsThe intangible and simultaneous nature of the offering emphasises empathy, responsiveness and reliability of the staff and will affect visitors' perceived service quality of the interaction. Furthermore, an explanation of the various motivations may aid exhibitors in their objectives for participating in travel trade shows.Originality/valueAlthough the tourism industry, and consequently travel trade shows, are booming, little research examines the motivations and effectiveness of travel trade from the exhibitor's perspective. Furthermore, the services nature of travel trade shows and its effects on marketing travel trade shows have seen only limited investigation.