The Investigation of the Effective Factors of Process and Extent of Realization Trade Show Goals from the Standpoint of Exhibitors

Document Type : Research Paper

Authors

1 Assistant Prof. in Business Management, Faculty of Humanities Sciences, Zanjan University, Zanjan, Iran

2 Ph.D. Student of Business Management, Faculty of Management and Economics, University of Science Researches of , Iran

3 MSc Student of Business Management, Faculty of Humanities Sciences, Zanjan University, , Iran

Abstract

This paper aims to provide one of the very first empirical tests of the mediating role of trade show marketing processes on the relationship between effective factorsand achieving the goals of the trade fair. The present research is applied in terms of purpose and is descriptive-survey correlational in terms of methodology. In this research, lots of data were collected distributing questionnaires among furnishing manufacturers trying to extend and sell their products in international exhibition in Qazvin. A final total of 223 exhibitors, from among 350 firms, fully completed the questionnaires. After obtaining the data through structural equation, they were analyzed using AMOS (v.18). The results of this research showed that “staff training” and “management capabilities” were considered as the most important parameters influencing the exhibition-based processes. In addition, it was found that the ongoing processes on the exhibition site have significantly positive effects on the selling and non-selling objectives of the firms. At the end, this research has proposed suitable solutions on how to effectively and optimally use the affective factors on those processes and its effectiveness on achieving trade show goals in the business.

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References

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Journal of Business Management
Volume 10, Issue 2
2018
Pages 421-440

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