Enhancing exhibitor performance in international tourism trade show through the mediating effect of government support / Zauyani Zainal Mohamed Alias

• Main Author: Zainal Mohamed Alias, Zauyani
• Format: Thesis
• Language: English
• Published: 2020
• Subjects: Travel. Voyages and travels (General)
• Online Access: https://ir.uitm.edu.my/id/eprint/60749/1/60749.pdf; https://ir.uitm.edu.my/id/eprint/60749/

goods and services. Trade shows establish direct relationships between supply and demand and provide the opportunity for specific marketing activities. A growing body of literature in trade show has highlighted the relationship between trade show marketing strategies and trade show performance. However, the effect of exhibitor experience on the international trade show marketing strategy and performance relationship has not been addressed in the literature. This study therefore fills the research gap by examining the moderating role of exhibitors’ trust, commitment and satisfaction during their trading experience at selected trade shows. The purpose of this study is to investigate the influence of exhibitor behavioral towards exhibitor performance at international tourism trade show; to identify the effect of government support on relationship between exhibitor behavioral and exhibitor performance at international tourism trade show and; to propose a new perspective on exhibitors’ performance at international tourism trade show from an experiential standpoint. This study was conducted at selected international trade shows (ITTS) in cooperation with Tourism Malaysia and Malaysia Convention and Exhibition Bureau (MyCeb). The field survey was conducted in the held of period of 2017 – 2018. This study also adopted a mixed-methods technique to allow for the inclusion of both qualitative and quantitative methods of data collection and/or analysis to achieve a range of outcomes. This study provides an initial understanding of the nature of exhibitors’ experiences at international trade shows. By reporting exhibitor responses, this study also contributes to research on trade show performance.