Experiential Marketing on Exhibitor Performance
Delivering Tourism Intelligence
ISBN: 978-1-78769-810-9, eISBN: 978-1-78769-809-3
Publication date: 8 November 2019
Abstract
A growing body of literature highlights the relationship between the marketing strategies for trade shows and performance. However, the effect of exhibitor experience on the international trade show processes has not been addressed in the literature. This chapter fills the gap by examining the moderating role of exhibitors’ trust, commitment, and satisfaction at World Travel Mart London 2017. The purposes are to identify the concepts of experiential marketing, to develop a conceptual framework, and to propose a new perspective on exhibitors’ performance at such events. Using survey data, structural equation modeling was applied to test the theoretical links and assess the value of competing explanations.
Keywords
Citation
Alias, Z.Z.M. and Othman, N. (2019), "Experiential Marketing on Exhibitor Performance", Delivering Tourism Intelligence (Bridging Tourism Theory and Practice, Vol. 11), Emerald Publishing Limited, Leeds, pp. 263-281. https://doi.org/10.1108/S2042-144320190000011030
Publisher
:Emerald Publishing Limited
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