Analysis of Influence of Trade Fair Exhibitors’ Experiences on Their Decision to Re-Enter the Fair – Research Project

Anita Proszowska ()
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Anita Proszowska: AGH University of Science and Technology in Krakow

Journal of Emerging Trends in Marketing and Management, 2019, vol. 1, issue 1, 258-268

Abstract: Trade fairs are a very popular form of companies’ communication with a market and a source of valuable information. However, a growing number of organized trade fairs makes choosing a location presentation more and more difficult. At the same time, technological progress and the development of marketing industry cause that during participation in the trade fairs, companies have more opportunities to impact on their stakeholders. Wider choice is a very beneficial phenomenon, but trade fairs policy decisions become more complex and riskier. That's why entrepreneurs need tools to support them in the decision-making process in this area. Very profitable would be to determine what parameters describing the participation of enterprises in fairs affect a review of the event and future decisions to participate in subsequent editions of the event. The article describes the results of the research (from 2018-2019) of participants of the fairs organised by Targi w Krakowie (TwK) about their trade fairs activities and the future decisions in the area of their trade fairs policy. Described research is a pilot study. It will be the starting point for the creation of a model of exhibitors decision making about participating in fairs on the Polish market (with the models presented in the cited papers) . This model would take into account the specificity of the Polish fairs and companies participating in them. The analysis of the collected results will extract the factors with the most significant importance for exhibitors during the process of making decision about participation in fairs. The results of these studies will also be an indication for the fairs organisers and operators how to develop existing events.

Keywords: trade fairs; trade shows; trade shows’ objectives e decisions; exhibitors. (search for similar items in EconPapers)
JEL-codes: L82 M30 M39 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aes:jetimm:v:1:y:2019:i:1:p:258-268

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