Conceptualizing trade show visitors' consumption behavior

WONG, Jehn-Yih, LI, Tzu-hui, PENG, Norman and CHEN, Annie (2013). Conceptualizing trade show visitors' consumption behavior. International Journal of Tourism Research, 16 (4), 325-328.

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Link to published version:: 10.1002/jtr.1960


Tourism trade shows have become an increasingly attractive channel for practitioners to meet potential buyers. However, few studies have conceptualized non-industrial buyers’ consumption behavior during these events. This study proposes a model to conceptualize trade show visitors’ buying behavior. The analysis of 738 trade show visitors shows that variety-seeking tendency and deal proneness directly influence visitors’ tourism product consumption behavior. In addition, price sensitivity can affect deal proneness and variety-seeking tendency. Nevertheless, contrary to existing literature, service quality will not moderate visitors’ buying processes. The implications of this study are discussed within tourism management literature.

Item Type: Article
Research Institute, Centre or Group: Sheffield Business School Research Institute > Service Sector Management
Identification Number: 10.1002/jtr.1960
Depositing User: Annie Chen
Date Deposited: 16 Feb 2016 12:02
Last Modified: 16 Feb 2016 12:02

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