The role of international exhibition venues in marketing exhibitors’ destinations

Abstract

Exhibition venues are an important tool in promoting exhibitors’ destination image. Venues act as a communicative environment for both visitors and exhibitors. This study, using structural equation modelling to analyse responses of 1000 visitors to the Egyptian venue at the Expo 2015 in Italy, examines the effect of the venue image’s dimensions on improving the image of the Egyptian destination and the intentional visiting behaviour of participants. This study fulfils the research gap of testing the effect of exhibition venue image on promoting the exhibitor’s home country’s image. It is revealed that venue design, facilities, staff, available information and comfort have positively affected exhibitors’ country image promotion and the intentional behaviour of visitors. There are some insights to destination marketers on how to use expositions’ exhibitors to market their tourist destinations.