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Visitor attendance motivations at consumer travel exhibitions

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  • Rittichainuwat, Bongkosh
  • Mair, Judith

Abstract

This study identifies the major motivations of visitors for attending consumer travel exhibitions and segments visitors based on their motivations. The findings suggest that visitors to consumer travel exhibitions have multiple motivations: acquiring purchase information, being attracted by the theme, or being encouraged to visit by media coverage. Half of the visitors perceived travel fairs to be an important distribution channel through which they could get special deals on travel to desirable destinations (or at least sourcing information on travel). It seems likely that consumer travel show attendance may be closely linked with the individual leisure desires of the visitor. The study suggests two clusters: 1) Shopper cluster whose major motivation is purchasing and 2) Total Visitors whose motivation is to undertake an ongoing information search and attend seminars to maintain their awareness of new trends with the tourism industry.

Suggested Citation

  • Rittichainuwat, Bongkosh & Mair, Judith, 2012. "Visitor attendance motivations at consumer travel exhibitions," Tourism Management, Elsevier, vol. 33(5), pages 1236-1244.
    • Handle: RePEc:eee:touman:v:33:y:2012:i:5:p:1236-1244
    DOI: 10.1016/j.tourman.2011.11.002
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    References listed on IDEAS

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    Citations

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    Cited by:

    1. Getz, Donald & Page, Stephen J., 2016. "Progress and prospects for event tourism research," Tourism Management, Elsevier, vol. 52(C), pages 593-631.
    2. Xi Li & Runzhe Yu & Xinwei Su, 2021. "Environmental Beliefs and Pro-Environmental Behavioral Intention of an Environmentally Themed Exhibition Audience: The Mediation Role of Exhibition Attachment," SAGE Open, , vol. 11(2), pages 21582440211, June.
    3. Sookhwa Jung & Jaewoo Lee, 2022. "Current and future influences of COVID-19 on the knowledge management function of conventions and exhibitions," Service Business, Springer;Pan-Pacific Business Association, vol. 16(2), pages 391-410, June.
    4. Gangwei Cai & Baoping Zou & Xiaoting Chi & Xincheng He & Yuang Guo & Wen Jiang & Qian Wu & Yujin Zhang & Yanna Zhou, 2023. "Neighborhood Spatio-Temporal Impacts of SDG 8.9: The Case of Urban and Rural Exhibition-Driven Tourism by Multiple Methods," Land, MDPI, vol. 12(2), pages 1-37, January.
    5. Sooyoung Choi & Young-joo Ahn & Insin Kim, 2020. "The Roles of Perceived Innovativeness in Creating Visitors’ Citizenship Behaviors at an International Game Exhibition," Sustainability, MDPI, vol. 12(12), pages 1-18, June.
    6. José Felipe Jiménez-Guerrero & Jerónimo de Burgos-Jiménez & Jorge Tarifa-Fernández, 2020. "Measurement of Service Quality in Trade Fair Organization," Sustainability, MDPI, vol. 12(22), pages 1-16, November.
    7. Huseyin Arasli & Maryam Abdullahi & Tugrul Gunay, 2021. "Social Media as a Destination Marketing Tool for a Sustainable Heritage Festival in Nigeria: A Moderated Mediation Study," Sustainability, MDPI, vol. 13(11), pages 1-27, May.
    8. Gangwei Cai & Lei Xu & Weijun Gao & Yan Hong & Xiaoyu Ying & Yan Wang & Fanyue Qian, 2020. "The Positive Impacts of Exhibition-Driven Tourism on Sustainable Tourism, Economics, and Population: The Case of the Echigo–Tsumari Art Triennale in Japan," IJERPH, MDPI, vol. 17(5), pages 1-24, February.
    9. Yi, Xiaoli & Fu, Xiaoxiao & Jin, Wenmin & Okumus, Fevzi, 2018. "Constructing a model of exhibition attachment: Motivation, attachment, and loyalty," Tourism Management, Elsevier, vol. 65(C), pages 224-236.
    10. Yahua Bi & Sooyoung Choi & Insin Kim, 2020. "Visitors’ Motives for Attending a Healthy Food Exhibition," IJERPH, MDPI, vol. 17(8), pages 1-14, April.

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