Role of Trade Show Event Experiences on Participants’ Happiness and Their Behavioural Intentions

Abstract

Trade show events are $100bn industry, with more than 24500 trade shows are organized each year across the world (Singh et al., 2017). Asian exhibition market is growing at a pace of over 5.6% each year, and with an annual growth rate of more than 7.8%, Indian exhibition market is showing enormous potential for growth (Rai & Nayak, 2018). Trade shows are highly cost-effective communication platforms and devour only $96 for the first direct contact with a customer, contrary to other forms of marketing communication where expenses reach up to $1,039 (Singh et al., 2017). However, the growth and opportunity in the trade show event industry have brought down many challenges. A major problem is mushrooming of the trade show events, therefore making it complicated for the companies to choose the correct trade shows for participation (Kirchgeorg et al., 2005, Chapter 1). A deep insight into the event experience can help marketers in providing effective services to the target customers (Wiersema, 2013).