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Perceptual Carrying Capacity and Trade Fairs - Eye Tracking Experiment

Author

Listed:
  • Jan Vrána

    (Mendel University in Brno, Czech Republic)

  • Michal Pšurný

    (Mendel University in Brno, Czech Republic)

  • Ondřej Dufek

    (Mendel University in Brno, Czech Republic)

  • Stanislav Mokrý

    (Mendel University in Brno, Czech Republic)

Abstract

This study was focused on application of perceptual carrying capacity concept in the environment of trade fairs. The main contribution of this study is exploration of customers' attitude towards overcrowding at trade fairs as there is not known any study with focus on these events. For this purpose, the eye tracking experiment was conducted, where different images depicting different level of visitors were used. In addition, the aim of the study was to identify what is at the centre of people's attention when looking at photographs taken at trade fairs. The study was conducted with 30 respondents from generation Y. The results imply that the number of people is a very important factor in deciding whether to attend these events (in this case trade fairs) or not at all. Simultaneously the in-depth interviews showed that people tend to have more of a negative attitude towards both overcrowding and a low number of people perceived at an event. This study also suggests that the optimal number of people at trade fairs is not extreme, not too low or not too high.

Suggested Citation

  • Jan Vrána & Michal Pšurný & Ondřej Dufek & Stanislav Mokrý, 2019. "Perceptual Carrying Capacity and Trade Fairs - Eye Tracking Experiment," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 5(1), pages 98-106.
    • Handle: RePEc:men:journl:v:5:y:2019:i:1:p:98-106
    DOI: 10.11118/ejobsat.v5i1.154
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    References listed on IDEAS

    as
    1. Jahn, Steffen & Cornwell, T. Bettina & Drengner, Jan & Gaus, Hansjoerg, 2018. "Temporary communitas and willingness to return to events," Journal of Business Research, Elsevier, vol. 92(C), pages 329-338.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    social carrying capacity; threshold of perceptual carrying capacity; trade fairs; crowding; eye tracking;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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