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Research Note: Relationship versus Transactional Marketing in Travel and Tourism Trade Shows

Author

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  • Ainhoa Rodriguez Oromendía
  • María Dolores Reina Paz
  • Ramón Rufín

Abstract

The hypothetical mix of relationship marketing and transactional marketing perspectives is a major theme in the general literature that should be researched in relation to tourism and travel shows. This issue is addressed in the present paper which analyses the effect of managing relationships among three partners (trade organizer, exhibitor and end customer) on the exhibitor's performance during the fair, and comparing that effect with the influence of transactional marketing management, in which business performance depends on conventional tools. The results point to an overbalance on the side of transactional marketing in the case of tourism and travel exhibitors. By contrast, in the case of the business-to-business relationship between trade show organizers and exhibitors, the weight of relationship marketing seems to be comparatively higher and, most relevant, to affect the exhibitor's performance in terms of their business with end customers during the show.

Suggested Citation

  • Ainhoa Rodriguez Oromendía & María Dolores Reina Paz & Ramón Rufín, 2015. "Research Note: Relationship versus Transactional Marketing in Travel and Tourism Trade Shows," Tourism Economics, , vol. 21(2), pages 427-434, April.
    • Handle: RePEc:sae:toueco:v:21:y:2015:i:2:p:427-434
    DOI: 10.5367/te.2013.0355
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    References listed on IDEAS

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