The Effects of Trade Show Environments on Visitors

Abstract

Tourism trade shows that are open to the public as well as to buyers and sellers are an emerging channel for the promotion of products to potential tourists. However, few studies have explored the influence of environmental stimuli on nonbusiness visitors' emotions. Moreover, the moderating effect of visitors' expectations remains understudied in the context of trade show management. To address this issue, this study reports on research derived from 611 respondents at a Taiwanese tourism trade show through a modified Mehrabian–Russell model. Structural equation modeling of the data shows that positive emotions positively influence behavioral intentions, but negative emotions do not negatively influence behavioral intentions. Among the three stimuli (i.e., information rate, service staff quality, and atmospherics), only information rate and service staff quality positively affect positive emotions and negatively affect negative emotions. The results show that visitors with high and low trade show visit expectations react differently to environmental stimuli at trade shows.

Incorporating on-site activity involvement and sense of belonging into the Mehrabian-Russell model – The experiential value of cultural tourism destinations

“…The M-R model and its modifications have been applied in different contexts to examine the influence of environmental stimuli on consumers' evaluation of their consumption experiences and behaviors, such as retail (Ong & Khong, 2011), event management (Wong, Li, Chen, & Peng, 2017), restaurant management (Jang & Namkung, 2009), and tourist studies (Su & Hsu, 2013). For example, Wong et al (2017) confirmed the service staff quality, atmospherics, and information rate can affect trade show visitors' emotions, which, in turn, can affect their intentions to revisit and recommend. Additionally, Chen et al (2015) found diners' emotions are affected by the quality of food and drink, as well as the service staff quality, atmospherics, and their interactions with other customers.…”

“…Scholars who have adapted the M-R model consider stimuli and behaviors that are relevant to their settings (Jang & Namkung, 2009;Wong et al, 2017). The present study focuses on the perceived experiential value of cultural tourism destinations.…”

Will Perceived Risk of COVID-19 Move Exhibition Visitors from On-Site to Virtual? Focusing on Exhibition Quarantine Service Quality and Switching Intention

“…The service quality of the exhibition is a subjective evaluation of the visitors’ perception of the overall service provided by the exhibition organizers [ 32 ], which can be a key factor leading to the visitors’ future visit. The theory suggested by Zeithaml, Berry, and Parasuraman [ 33 ] that service quality affects customers’ favorable or unfavorable behavior has been found in exhibition research [ 34 , 35 , 36 , 37 , 38 ]. In particular, a study by Hakim, Zanetta, and Cunha [ 12 ] found that the perceived risk of COVID-19, disease denial, and health surveillance trust in restaurants influence the intention to revisit restaurants, which provides great implications for exhibition organizers.…”

The antecedents and consequences of luxury hotel consumers’ sense of belonging

“…This study incorporates consumers' expectations into the proposed framework as a moderating variable. In this study, expectations are what customers feel they should receive while staying in a luxury hotel (Wong et al 2017). The expectation/disconfirmation paradigm is one of the dominant models in consumer satisfaction research (Harrington et al 2011;Oliver 1980).…”