Understanding the Relationship Between Trade Show Motivational Attributes, Trade Show Participation, and Business Performance

Abstract

This empirical study aims to identify the dimensions of trade show motivational attributes and to examine the relationships between trade show motivational attributes, trade show participation, and business performance. A quantitative approach was applied. Data were collected using a purposive and convenience sample of 501 exhibiting companies participating in various trade shows in Thailand, using online questionnaires. Exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM) were conducted. The findings indicate that new normal activities had the greatest effect on trade show participation, followed by facilitating services, marketing intelligence activities, relationship marketing activities, enhancing corporate image, and commercial selling activities, respectively. Meanwhile, destination appropriateness was found to be insignificant. Findings also revealed that trade show participation had a significant positive effect on business performance. Results from this study can provide guidelines to trade show organizers, convention visitor bureaus, and destination marketers, in developing, supporting, and organizing, successful trade shows. Moreover, the findings will serve as a foundation for a new trade show motivational attribute concept that can be used in further studies.