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Consumer behavior at an industrial travel show

Consumer behavior at an industrial travel show Purpose – The purpose of this paper is to examine the behavior of consumers in an industrial trade show context – the ITB tourism trade show. Design/methodology/approach – The current study addresses whether it is strategically astute to allow final consumers into an industrial trade show. Using a mall intercept method, questions were designed to elicit whether final consumers mimic industrial segments of current, potential or nonusers? Are they repeat or first time? How serious are they? Where in the search process are they? Are they product specific or simply engaged in information collection? How do they search? How are booth choices made? Findings – Participants are current or potential and typically repeat. They are motivated and directed with booth choices being pre‐planned. Research limitations/implications – The limitations of convenience samples apply here. Study should be repeated. Future research should address whether consumers be allowed into other types of industrial trade shows. Practical implications – This study addresses the utility of free promotional gifts and the strategic implications of allowing consumer access to an industrial event. Originality/value – Only one other study was uncovered which examined consumer trade shows and it focused on vendor behavior. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Tourism Review Emerald Publishing

Consumer behavior at an industrial travel show

Laura M. Milner
Tourism Review , Volume 64 (4): 8 – Oct 23, 2009
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8 pages

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Publisher
Emerald Publishing
Copyright
Copyright © 2009 Emerald Group Publishing Limited. All rights reserved.
ISSN
1660-5373
DOI
10.1108/16605370911004539
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to examine the behavior of consumers in an industrial trade show context – the ITB tourism trade show. Design/methodology/approach – The current study addresses whether it is strategically astute to allow final consumers into an industrial trade show. Using a mall intercept method, questions were designed to elicit whether final consumers mimic industrial segments of current, potential or nonusers? Are they repeat or first time? How serious are they? Where in the search process are they? Are they product specific or simply engaged in information collection? How do they search? How are booth choices made? Findings – Participants are current or potential and typically repeat. They are motivated and directed with booth choices being pre‐planned. Research limitations/implications – The limitations of convenience samples apply here. Study should be repeated. Future research should address whether consumers be allowed into other types of industrial trade shows. Practical implications – This study addresses the utility of free promotional gifts and the strategic implications of allowing consumer access to an industrial event. Originality/value – Only one other study was uncovered which examined consumer trade shows and it focused on vendor behavior.

Journal

Tourism Review – Emerald Publishing

Published: Oct 23, 2009

Keywords: Trade fairs; Tourism

References

  • Motivation and satisfaction of mega‐business event attendees: the case of ITU Telecom World 2006 in Hong Kong
    Bauer, T.; Law, R.; Tse, T.; Weber, K.
  • Industrial buyer behavior at trade shows: implications for selling effectiveness
    Bello, D.C.
  • Improving trade show effectiveness by analyzing attendees
    Bello, D.C.; Lohtia, R.
  • Attendees' needs and service priorities in a large convention center: application of the importance‐performance theory
    Breiter, D.; Milman, A.
  • Generalizing about trade show effectiveness: a cross‐national comparison
    Dekimpe, M.G.; François, P.; Gopalakrisna, S.; Lilien, G.L.; Van den Bulte, C.
  • Same time next year‐buyer trade show motives
    Godar, S.H.; O'Connor, P.J.
  • A three‐stage model of industrial trade show performance
    Gopalakrisna, S.; Lilien, G.L.
  • Do trade shows pay off?
    Gopalakrisna, S.; Lilien, G.L.; Williams, J.D.; Sequeira, I.K.
  • The dual motives of participants at international trade shows
    Hansen, K.
  • Measuring performance at trade shows: scale development and validation
    Hansen, K.