VISITORS MOTIVES FOR ATTENDING A HYBRID EVENT: A CASE STUDY OF AGRICULTURAL FAIR
DOI:
https://doi.org/10.5937/ekoPolj1501009IKeywords:
hybrid event, visitors motives, consumer exhibition, trade fairAbstract
Management of a complex events such as hybrid ones, relies on understanding a modern market trends. The purpose of this study is to determine visitors motives for attending a hybrid event, to identify clusters based on those motives, and to help organizers and exhibitors to meet visitors expectations. Therefore, authors performed ANOVA analysis, factor analysis and hierarchical cluster analysis. The fndings clearly indicate elements of trade fairs and consumer exhibitions integrated in hybrid event and therefore, some of the main motives for visiting those two types of events are also present among hybrid event visitors. However, hybrid event tends to be more than just place for business meetings. It is also a venue for education and leisure time activities. Moreover, event organizers and exhibitors need to pay more attention on their strategic approach to managing their event activities. The paper suggests that hybrid event organizers should focus on establishing dialogue with both exhibitors and visitors.
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References
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40.Rosson, P. J., Seringhaus, F. H. R. (1995): Visitor and exhibitor interaction at industrial trade shows, Journal of Business Research, vol. 32, no. 1, pp. 81-90.
41.Sharland, A., Balgoh, P. (1996): The value of nonselling activities at international trade shows, Industrial Marketing Management, vol. 25, no. 1, pp. 59-66.
42.Skerlos, K., Blythe, J. (2000): Ignoring the audience: exhibitors and visitors at a Greek trade fair, Proceedings of the 5th Annual Conference on Corporate and Marketing Communication, 22-23 May, Rotterdam, Erasmus University.
43.Tanner, J. F., Chonko, L. B., Ponzurick, T. V. (2001): A learning model of trade exhibition attendance, Journal of Convention and Exhibition Management, vol. 3, no. 3, pp. 3-26.
44.Tanner, J. F. Jr. (2002): Levelling the playing feld: factors influencing trade show success for small companies, Industrial Marketing Management, vol. 31, no. 3, pp. 229-239.
45.Thrane, C. (2002): Jazz festival visitors and their expenditures: Linking spending patterns to musical interest, Journal of Travel Research, vol. 40, pp. 281-286.
46.Uysal, M., Gahan, L., Martin, B. (1993): An examination of event motivations: A case study, Festival Management and Event Tourism, vol. 1, no. 1, pp. 5-10.
47.Whitfeld, J., Webber, D. J. (2011): Which exhibition attributes create repeat visitation? International Journal of Hospitality Management, vol. 30, pp. 439-447.
2. Bello, D., Lohita, R. (1993): Improving trade show effectiveness by analyzing attendees, Industrial Marketing Management, vol. 22, no. 4, pp. 311-318.
3. Berne, C., Garcia-Uceda, M. E. (2008): Criteria involved in evaluation of trade shows to visit, Industrial Marketing Management, vol. 37, pp. 565-579.
4. Blythe, J. (1997): Does size Matter? Objectives and measures at UK trade exhibitions, Journal of Marketing Communications, vol. 3, no. 1, pp. 51-59.
5. Blythe, J. (1999): Visitor and exhibitor expectations and outcomes at trade exhibitions, Marketing Intelligence and Planning, vol. 17, no. 2, pp. 100-108.
6. Blythe, J. (2002): Using trade fairs in key account management, Industrial Marketing Management, vol. 31, no. 7, pp. 627-635.
7. Blythe, J. (2010): Trade fairs as communication: a new model, Journal of Business and Industrial Marketing, vol. 25, no. 1, pp. 57-62.
8. Blythe, J., Rayner, T. (1996): The evaluation of non-selling activities at British trade exhibitions: an exploratory study, Marketing Intelligence and Planning, vol. 14, no. 5, pp. 20-24.
9. Borghini, S. Golfetto, F., Rinallo, D. (2006): Ongoing industrial buyers, Journal of Business Research, vol. 59, pp. 1151-1159.
10.Breiter, D., Milman, A. (2006):Attendees needs and service priorities in a large convention center: application of the importance-performance theory, Tourism Management, vol. 27, pp. 1364-1370.
11. Browning, J., Adams, R. (1988): An effective promotional tool for the small industrial business, Journal of Small Business Management, vol. 26, no. 4, pp. 31-36.
12.Carlsen, J., Taylor, A. (2003): Mega-Events and Urban Renewal: The case of the Manchester 2002 Commonwealth Games, Event Management, vol. 8, pp. 15-22.
13.Cox, J. M., Sequeira, I. K., Bock, L. L. (1986): Trade show trends. Audience quality remains high, Business Marketing, vol. 5, pp. 108-114.
14.Crompton, J. L. (1979): Motivations for pleasure vacation, Annals of Tourism Research, vol. 6, no. 4, pp. 408-424.
15.Crompton, J. L., McKay, S. L. (1997): Motives of visitors attending festival events,Annals of Tourism Research, vol. 24, no. 2, pp. 425-439.
16.Dudley, J. W. (1990): Successful Exhibiting, Kogan-Page, London.
17.Dwyer, R., Tanner, J. F., Jr. (1999): Business marketing: Connecting strategy, relationship, and learning, Irwin McGraw-Hill, San Francisco.
18.Fredline, L., Jago, L., Deery, M. (2003): The development of a generic scale to measure the social impacts of events, Event Management, vol. 8, no. 1, pp. 23-37.
19.Getz, D. (1997): Event Management and Event Tourism, Cognizant Communications Corp., New York.
20.Getz, D. (2008): Event tourism: defnition, evolution and research, Tourism Management, vol. 29, no. 3, pp. 403-428.
21.Godar, S. H. (1992): Same time next year? Why industrial buyers go to trade shows, in: R. L. King (Ed.), Proceedings of the Southern Marketing Association – Marketing perspective for the 1990s, Richmond, The Southern Marketing Association, pp. 33-37.
22.Godar, S. H., OConnor, P. J. (2001): Same time next year – buyer trade show motives, Industrial Marketing Management, vol. 30, no. 1, pp. 77-86.
23.Gómez, J. C., Mas, F., Munuera, J. L. (1992): Aproximación al Mercado Ferial in España, In Distribución Comercial Internacional, Paloma Taltavull, Ed., Valencia, Generalitat Valenciana.
24.Gramman, J. (1993): Independent market research, Birmingham, National Exhibition Centre.
25.Hansen, K. (2004): Measuring performance at trade shows. Scale development and validation, Journal of Business Research, vol. 57, no. 1, pp. 1-13.
26.Hiller, H. (1998): Assessing the impact of mega events: a linkage model, Current Issues in Tourism, vol. 1, no. 1, pp. 47-57.
27.Kaiser, H. F. (1974): An index of factorial simplicity, Psychometrika, vol. 39, pp. 31–36.
28.Kepf, D. S., Smith, R. E. (1998): Consumer processing of product trial and the influence of prior advertising: a structural modeling approach, Journal of Marketing Research, vol. 35, no. 3, pp. 325-328.
29.Kozak, N. (2006): The expectations of exhibitors in tourism, hospitality and the travel industry, Journal of Convention and Event Management, vol. 7, no. 3, pp. 99-116.
30.Kozak, N., Kayr, C. H. (2009): Visitors objectives for trade show attendance: a case study on the East Mediterranean international tourism and travel exhibition (EMITT), Event Management, vol. 12, pp. 1-17.
31.Lee, M. J., Yeung, S., Dewald, B. (2010):An exploratory study examining the determinants of attendance motivations as perceived by attendees at Hong Kong exhibitions, Journal of Convention and Event Tourism, vol. 11, pp. 195-208.
32.Ling Yee, L. (2007): Marketing resources and performance of exhibitor frms in trade show: a contingent resource perspective, Industrial Marketing Management, vol. 36, vol. 3, pp. 360-370.
33.Mansfeld, Y. (1992): From motivation to actual travel, Annals of Tourism Research, vol. 19, no. 3, pp. 399-419.
34.Munuera, J. L., Ruiz, S. (1999): Trade Fairs as Services: A Look at Visitors Objectives in Spain, Journal of Business Research, vol. 44, pp. 17-24.
35.Nunnally, J. C. (1978): Psychometric theory, McGraw-Hill, New York.
36.Pearce, D. G. (2007): Supplier selection in New Zealand inbound tourism industry, Journal of Travel and Tourism Marketing, vol. 23, no. 1, pp. 57-68.
37.Pearce, P. L. (1982): The Social Psychology of Tourist Behavior, Pergamon Press, Oxford.
38.Reeder, R. R., Brierty, E. G., Reeder, B. H. (1991): Industrial Marketing Analysis, Planning, and Control, 2nd Ed. Englewood Cliffs, Prentice Hall, New Jersey.
39.Rittichainuwat, B., Mair, J. (2012): Visitor attendance motivations at consumer travel exhibitions, Tourism Management, vol. 33, no. 5, pp. 1236-1244.
40.Rosson, P. J., Seringhaus, F. H. R. (1995): Visitor and exhibitor interaction at industrial trade shows, Journal of Business Research, vol. 32, no. 1, pp. 81-90.
41.Sharland, A., Balgoh, P. (1996): The value of nonselling activities at international trade shows, Industrial Marketing Management, vol. 25, no. 1, pp. 59-66.
42.Skerlos, K., Blythe, J. (2000): Ignoring the audience: exhibitors and visitors at a Greek trade fair, Proceedings of the 5th Annual Conference on Corporate and Marketing Communication, 22-23 May, Rotterdam, Erasmus University.
43.Tanner, J. F., Chonko, L. B., Ponzurick, T. V. (2001): A learning model of trade exhibition attendance, Journal of Convention and Exhibition Management, vol. 3, no. 3, pp. 3-26.
44.Tanner, J. F. Jr. (2002): Levelling the playing feld: factors influencing trade show success for small companies, Industrial Marketing Management, vol. 31, no. 3, pp. 229-239.
45.Thrane, C. (2002): Jazz festival visitors and their expenditures: Linking spending patterns to musical interest, Journal of Travel Research, vol. 40, pp. 281-286.
46.Uysal, M., Gahan, L., Martin, B. (1993): An examination of event motivations: A case study, Festival Management and Event Tourism, vol. 1, no. 1, pp. 5-10.
47.Whitfeld, J., Webber, D. J. (2011): Which exhibition attributes create repeat visitation? International Journal of Hospitality Management, vol. 30, pp. 439-447.
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Published
2015-01-31
How to Cite
Ivkov, M., Blešić, I., Popov Raljić, J., Ivkov Džigurski, A., Pivac, T., & Jovanović, T. (2015). VISITORS MOTIVES FOR ATTENDING A HYBRID EVENT: A CASE STUDY OF AGRICULTURAL FAIR. Economics of Agriculture, 62(1), 9–28. https://doi.org/10.5937/ekoPolj1501009I
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