Analyzing the motivation, perceived performance, and satisfaction of exhibition attendees

Abstract

This study examined exhibition attendee motivations and assessed the relationships between exhibition performance evaluation and customer satisfaction. In order to achieve the objectives of this research, questions regarding the critical underlying features of exhibition performance were answered by exhibition attendees. The results indicated that there are three important dimensions of exhibition motivation: (1) information resources, (2) educational benefits, and (3) activities and opportunities. Furthermore, the relationships between attendees’ evaluation of exhibition performance and satisfaction were investigated. The findings of the relationships between the three factors of exhibition performance evaluation and attendee satisfaction suggested the following: only information resources and educational benefits, and not activities and opportunities, significantly influenced attendee satisfaction. The findings of this research are useful for exhibition managers and practitioners for professionally managing exhibitions, enhancing exhibition marketing strategies, and providing a better performance of exhibitions in order to develop the exhibition industry. Further, theoretical and managerial implications are also presented.