Which exhibition attributes create repeat visitation?
Whitfield, J. and Webber, D. J. (2011) Which exhibition attributes create repeat visitation? International Journal of Hospitality Management, 30 (2). pp. 439-447. ISSN 0278-4319
Publisher's URL: http://dx.doi.org/10.1016/j.ijhm.2010.07.010
This study identifies exhibition attributes deemed important by attendees’ in determining their attendance at the UK biennial MICROSCIENCE 2008 exhibition using a self-administered internet-based questionnaire. Perceived performance of attributes by attendees is also established. Attendees consider meeting specialists as well as gaining product and technical information to be very important attributes for exhibition selection. Application of an Importance Performance Analysis suggests that resources should be diverted by exhibitors and exhibition organizers to enhance the number and range of new products on display in order to enhance attendance rates. Further analysis based on regression techniques suggests that increases in the number of exhibiting companies, greater networking opportunities and increasing opportunities for obtaining technical advice would enhance the likelihood of repeat visitation.
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