Measuring and Modelling Pre-show, At-show and Post-show Exhibitors＇ Performance  

作　　者：Carmen Berne M. Esperanza Garcia-Uceda Katre Skallerud 

机构地区：[1]University of Zaragoza, Madrid, Spain [2]University of Tromso, Tromso, Norway

出　　处：《China-USA Business Review》2011年第6期425-441,共17页美中经济评论（英文版）

摘　　要：The trade show （TS） literature about measuring and modelling of exhibition performance falls in providing a complete perspective which includes the three phases of the exhibition： pre-show, at-show and post-show. To cover this lack this work studies the relationships among the three phases and includes also the influence that certain competences of the firm and pre-show marketing efforts may have on its subsequent performance. Since the contributions of different authors, as Hansen （2004） and Ling-Yee （2007）, and on the information given by exhibitors of SMAGUA international show, this research proposes a theoretical exhibitors＇ pre-show, at-show and post-show exhibitors＇ performance model （PAPP） which is confirmed through system equation models （SEM） methodology. The validation allows concluding that the exhibitors must carefully decide the allocation of resources for TS marketing; and, that those which are technologically advanced and are at the forefront of adopting new technologies, will obtain a higher TS performance. Organizers can take advantage of occupying a position as exhibitor＇s partners since pre-show phase. Taking into account the prior advances of the literature in measuring and modelling TSP, this research is the first one applying SEM to confirm cause-effect relationships among the three TS phases.

关 键 词：EXHIBITORS performance model trade shows 

分 类 号：TN16[电子电信—物理电子学] TP391[自动化与计算机技术—计算机应用技术]