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Trade fairs as an intelligence process: the perspective of companies/exhibitors
Journal of Convention & Event Tourism Pub Date : 2020-12-29 , DOI: 10.1080/15470148.2020.1866139
Pedro Mendonça Silva 1, 2, 3 , Vera Teixeira Vale 1, 3 , Victor Ferreira Moutinho 4
Affiliation  

Abstract

Trade fairs are excellent sources of information. However, there is a paucity of empirical studies on trade fairs as intelligence tools. This study aims to address this by focusing specifically on Trade Fair Intelligence Activities from the exhibitors’ perspective. The study developed a conceptual model and hypotheses, then a quantitative analysis was performed through a survey administered to exhibitors of the international trade fairs. The results show that a holistic approach to trade fairs exists as an intelligence process from the perspective of exhibitors. Thus, Trade Fair Intelligence Activities allow an exhibitor to apply data to its Information Management System, which consequently enriches its Strategic Marketing Management and, in the end, improves the Company’s Competitiveness. The study explores managerial implications and proposes avenues for future research.



中文翻译:

作为情报过程的交易会:公司/参展商的观点

摘要

交易会是极好的信息来源。然而,关于贸易展览会作为情报工具的实证研究很少。本研究旨在通过从参展商的角度专门关注贸易展览会情报活动来解决这个问题。该研究开发了一个概念模型和假设,然后通过对国际贸易展览会参展商进行的调查进行了定量分析。结果表明,从参展商的角度来看,交易会的整体方法作为一个情报过程存在。因此,展会情报活动允许参展商将数据应用于其信息管理系统,从而丰富其战略营销管理,最终提高公司的竞争力。

更新日期:2020-12-29
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