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Trade show and exhibition marketing
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Introduction
Trade shows are an integral part of the marketing strategy for many products and services, especially in industrial/organisational markets ([16] Dekimpe et al. , 1997). Indeed, trade shows are the second most important promotional factor influencing buying decisions of industrial purchases, after personal selling ([25], [24] Herbig et al. , 1997a, b). Spending on trade shows was forecasted to increase by 6.2 per cent or $10.31bn in 2006 and for the first time the expenditure is projected to be greater than business-to-business (B2B) magazine spending in 2009 ([33] Lanigan, 2006). Not surprisingly, marketing scholars have examined various aspects of trade shows, including advantages to exhibitors ([23] Herbig et al. , 1998), generating product awareness and interest ([20] Gopalakrishna et al. , 1995), show selection ([30] Kijewski et al. , 1993), budgeting ([34] Lilien, 1983), selling strategies ([54] Tanner, 1994), the effectiveness of trade shows ([5] Berne and Garcia-Uceda, 2007; [35] Li, 2007), facilitating the customer in their buying process and effects on financial performance (e.g. [49] Seringhaus and Rosson, 2001), motivations ([7] O'Hara, 1993; [8] O'Hara and Herbig, 1993; [9] Carman, 1968; [16] Dekimpe et al. , 1997; [20] Gopalakrishna et al. , 1995; [19] Gopalakrishna and Lilien, 1995; [29] Kerin and Cron, 1987), and communicating to potential customers via display formation, illustrative exhibits, brochures, and other print materials and special deals or packages and services ([11] Cavanaugh, 1976; [29] Kerin and Cron, 1987; [32] Konikow, 1983).
Despite these examinations, several authors have argued that there is a general lack of research in the trade show research domain (e.g. [6] Blythe, 2000; [22] Hansen, 2004; [53] Smith et al. , 2004; [20] Gopalakrishna et al. , 1995). In recent years, due to the effects of globalization and subsequent increases in tourism activities the tourism industry including travel trade shows have experienced significant growth. Travel trade shows and in particular international trade shows are a popular medium to promote tourism, travel and hospitality services. Although, some articles examine trade shows in the tourism industry (e.g. [12] Cleverdon, 2001; [17] Fayos-Sola et al. , 1994; [39] Makens and Gee, 1987; [57] Telfer, 1999), research investigating the motivations for participating in international trade shows and the effectiveness of the...