Exhibitors - why are they there? Understanding exhibitor motivations at a business event.

Project Member(s): Schlenker, K., Edwards, D., Foley, C.

Start year: 2014

Summary: Why do exhibitors exhibit? A common assumption is that they exhibit at business events to sell or gain financial investments. However, an exploratory study of exhibitors at a medical conference found that exhibitors were focused on sharing knowledge, building relationships and advancing the field of study. Sales or other financial outcomes were not their purpose for exhibiting. This raises the question as to the motivations of different exhibitors. Through interviews with exhibitors, this research will determine why exhibitors exhibit across a range of industry sectors and business event types. This research aligns with The Australian Government¿s Strategic Research Priority of lifting productivity and economic growth. The knowledge gained can assist event professionals to strategically support the specific objectives of exhibitors, allowing them to continue to drive the innovation and technical advancement that Australian industries need to compete in the global marketplace and to realise productivity and economic gains for Australia.

Publications:

Schlenker, K, Foley, C & Edwards, D 2022, ''It's More Than Sales!' Reexamining Exhibitor Motivations: Insights from the Conference Sector', Event Management, vol. 26, no. 8, pp. 1785-1800.
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Edwards, D, Cheng, M, Wong, IA, Zhang, J & Wu, Q 2017, 'Ambassadors of knowledge sharing', International Journal of Contemporary Hospitality Management, vol. 29, no. 2, pp. 690-708.
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Keywords: Business events, Exhibitors, Motivations

FOR Codes: Expanding Knowledge in Commerce, Management, Tourism and Services, Business and Management, Tourism Management, Tourism management , Tourist behaviour and visitor experience, Expanding knowledge in commerce, management, tourism and services