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The effect of successful trade show attendance on future show interest: exploring Japanese attendee perspectives of domestic and offshore international events

Timothy M. Smith (Assistant Professor, Marketing, Department of Wood and Paper Science, University of Minnesota, St Paul, Minnesota, USA)
Kazuyo Hama (Research Assistant, Penn State University, University Park, Pennsylvania, USA)
Paul M. Smith (Professor, Wood Products Marketing, Penn State University, University Park, Pennsylvania, USA)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 August 2003

4024

Abstract

Examines the attendance objectives of Japanese visitors for both a domestic (Japanese) and offshore (US) trade show, and explores the relationship between a successful trade show visit and future attendance intentions. Results suggest that attendees maintain very similar goals for international show attendance regardless of the show’s geographical location, but conceptualize successful trade show participation differently. Also demonstrates that successfully achieving different types of attendee objectives significantly increases attendees’ interest levels in future attendance at each of the two shows examined. Success in seeing products and trends at the domestic show was found to affect future show interest significantly. Whereas at the offshore US show, successful supplier interaction only affects interest when combined with seeing products and trends and gathering buying process information. These findings have strong implications for researchers investigating the relatively under‐studied issues of international buyer behavior at trade shows and practitioners involved in the organization of and exhibition at international events.

Keywords

Citation

Smith, T.M., Hama, K. and Smith, P.M. (2003), "The effect of successful trade show attendance on future show interest: exploring Japanese attendee perspectives of domestic and offshore international events", Journal of Business & Industrial Marketing, Vol. 18 No. 4/5, pp. 403-418. https://doi.org/10.1108/08858620310480296

Publisher

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MCB UP Ltd

Copyright © 2003, MCB UP Limited

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