Fit model between participation statement of exhibitors and visitors to improve the exhibition performance

Abstract

Purpose: The aims of the paper is offers a model of analysis which allows to measure the impact on the performance of fairs, as well as the knowledge or not of the motives of participation of the visitors on the part of the exhibitors.

Design/methodology: A review of the literature is established concerning two of the principal interested agents, exhibitors and visitors, focusing. The study is focused on the line of investigation referred to the motives of participation or not in a trade show. According to the information thrown by each perspectives of study, a comparative analysis is carried out in order to determine the degree of existing understanding between both.

Findings: The trade shows allow to be studied from an integrated strategic marketing approach. The fit model between the reasons for participation of exhibitors and visitors offer information on the lack of an understanding between exhibitors and visitors, leading to dissatisfaction with the participation, a fact that is reflected in the fair success. The model identified shows that a strategic plan must be designed in which the reason for participation of visitor was incorporated as moderating variable of the reason for participation of exhibitors. The article concludes with the contribution of a series of proposals for the improvement of fairground results.

Social implications: The fit model that improve the performance of trade shows, implicitly leads to successful achievement of targets for multiple stakeholders beyond the consideration of visitors and exhibitors.

Originality/value: The integrated perspective of stakeholders allows the study of the existing relationships between the principal groups of interest, in such a way that, having knowledge on the condition of the question of the trade shows facilitates the task of the investigator in future academic works and allows that the interested groups obtain a better performance to the participation in fairs, as visitor or as exhibitor.