Exhibition Event Evaluation Revisited: An Individual Value Approach

Abstract

Studies looking at how millions of people attending exhibition events evaluate these events have identified many event characteristics. Using Means–End Chain Theory we categorize them into an overarching inputs–processes–outputs–outcomes model. Focusing on value-in-use as an end outcome, we devise a new measure of non-economic exhibition value using a multimethod set of studies. Study 1 uses qualitative interviews to identify the outcomes attendees value. Study 2 develops a scale for measuring the eight value dimensions, which include new values (e.g., inspirational value), unmeasured values (e.g., self-esteem), and underexplored values (e.g., social vs. relationship value). Study 3 deploys this scale across a series of exhibitions to predict 43%–61% of event satisfaction, loyalty, and word of mouth. The new model adds conceptual clarity to exhibition characteristics, and the new scale enhances the accountability and importance of exhibitions.