Abstract

The success of a trade fair is measured against the quality and quantity of exhibitors in attendance. This research therefore sought to get insights into exhibitors’ preferences that captivate them to attend trade fairs from an African perspective. The objectives of the study were to determine the role that exhibition organizers are expected to play by exhibitors, to establish the nature of benefits sought by exhibitors and to identify service quality preferences by exhibitors. Structured questionnaires were self-administered to 136 exhibitors attending the 2019 edition of the Zimbabwe International Trade Fair. Results revealed that organizers are seen as the link between exhibitors and visitors, hence are responsible for marketing the event so that it lures more exhibitors. An Exploratory Factor Analysis (EFA) done on the benefits sought by exhibitors yielded two factors which are product positioning benefits as well as interaction with key stakeholders. Accessibility of the venue, communication by organizers, boothscapes, exhibition environment and ideal duration of the exhibition are some of the quality issues highlighted as preeminent to exhibitors. A further EFA done on exhibitors’ service quality preference extracted two factors which are logistical arrangements and event atmospherics.

摘要

贸易展览会的成功与否是通过参展商的质量和数量来衡量的。因此，这项研究试图从非洲的角度深入了解参展商的偏好，这些偏好吸引他们参加贸易展览会。该研究的目的是确定参展商期望展览组织者扮演的角色，确定参展商寻求利益的性质，并确定参展商对服务质量的偏好。结构化问卷由参加 2019 年津巴布韦国际贸易博览会的 136 家参展商自行填写。结果显示，主办方被视为参展商和参观者之间的纽带，因此负责对活动进行营销，以吸引更多的参展商。对参展商寻求的利益进行的探索性因素分析 (EFA) 产生了两个因素，即产品定位利益以及与主要利益相关者的互动。场地的可达性、组织者的沟通、展位景观、展览环境和理想的展览持续时间是参展商突出的一些质量问题。对参展商服务质量偏好的进一步 EFA 提取了两个因素，即后勤安排和活动氛围。