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Exhibitors: Why Are They There? What Do They Contribute?

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

Funding or Partner Organisation: Business Events Sydney Limited (Business Events Sydney LTD)

Start year: 2014

Summary: Research has found that exhibiting at trade shows can play a major part in product recognition, identifying prospects, servicing current accounts, introducing products, improving corporate image, gathering competitor information and sales. However the motivations of exhibitors at conferences, conventions and seminars are not well understood. Studies demonstrate that sales or other immediate financial outcomes may not be the purpose for exhibiting. Questions have been raised as to the motivations of different exhibitors in the context of conferences, conventions and seminars, and how these motivations may differ based on industry sector. The purpose of this study is to identify and compare motives for exhibitor participation in an exhibition attached to an international conference, convention or seminar across a range of industry sectors.

Keywords: Events, impacts, exhibitors, motivation

FOR Codes: Impacts of Tourism, Management