Differential effects of determinants on multi-dimensions of trade show performance: By three stages of pre-show, at-show, and post-show activities

Although there have been several studies dealing with trade show performance recently, most of these research measured only overall success or sales performance of trade shows and failed to capture other dimensions of trade show performance such as image-buildings, information-gatherings and so on. In this research, we study the differential effects of determinants on each dimension of trade show performance considering the multi-stage nature of trade show management. We suggest and verify a conceptual structure that captures multi-dimensions of trade show performance (i.e., sales-related, image-building, information-gathering, and relationship-improvement) and relate each performance dimension to tactical variables such as quantifying show objectives, pre-show promotion, booth staff training, follow-up and so on. More importantly, we have categorized these variables by three stages of pre-show, at-show, and post-show activities. Thus, we developed a set of models linking tactical variables in each stage with the appropriate performance dimension. Results suggest that the variables we considered in each stage have a significant and differential impact on each dimension of trade show performance. Managerial implications of the findings are considered and limitations along with future directions discussed.