Business and Management INK

Do Technology and Educational Opportunities Boost Tradeshow Effectiveness?

July 15, 2014 730

[We’re pleased to welcome Rohit Verma who collaborated with HyunJeong (Spring) Han on their article “Why Attend Tradeshows? A Comparison of Exhibitor and Attendee’s Preferences” from Cornell Hospitality Quarterly.]

Tradeshows remain more important than ever in the internet age. Our paper “Why Attend Tradeshows? A Comparison of Exhibitor and Attendee’s Preferences” finds that people attend tradeshows for the classic reasons of making business contacts and gaining new knowledge. But technology and sustainability have added new elements to the tradeshow equation.

cqx coverThe paper outlines the reasons given by 2,527 exhibitors and attendees for their tradeshow participation and also examines some of the ways that technology and sustainability have augmented tradeshows. We found that exhibitors and attendees have quite different reasons for participating in a tradeshow. Exhibitors are focused on selling or demonstrating their products and meeting qualified buyers. On the other hand, attendees are seeking educational opportunities. Since product demonstrations are a part of that education process, the tradeshow can be an effective way to meet both sets of goals.

Technology is increasingly used to improve the efficiency of that meeting and education process. For example, many events have an app that allows participants to schedule meetings with each other or to connect people with common interests. And, of course, most tradeshows have wi-fi, video displays, an internet café, and mobile apps. In general, the participants appreciate the availability of technology that helps them make the most of the tradeshow.

Event organizers are aware of the push for sustainability in the hospitality industry, and many tradeshows have an on-site recycling program, virtual collateral to cut down the amount of paper flyers, and reusable and environmentally friendly display materials. In addition, many operate in LEED-certified facilities. While sustainability options at tradeshows does not increase the likelihood of attendance, it significantly improves customer satisfaction for those who do attend the event.

 

“Why Attend Tradeshows? A Comparison of Exhibitor and Attendee’s Preferences” from Cornell Hospitality Quarterly can be read for free by clicking here. Want to know about all the latest research from Cornell Hospitality Quarterly? Click here to sign up for e-alerts!

Business and Management INK puts the spotlight on research published in our more than 100 management and business journals. We feature an inside view of the research that’s being published in top-tier SAGE journals by the authors themselves.

View all posts by Business & Management INK

Related Articles

Sometimes, We Do Need a Narcissist
Business and Management INK
May 21, 2024

Sometimes, We Do Need a Narcissist

Read Now
From Collision to Collaboration: Bridging University and Industry Relationships
Business and Management INK
May 17, 2024

From Collision to Collaboration: Bridging University and Industry Relationships

Read Now
Motivation of Young Project Professionals: Their Needs for Autonomy, Competence, Relatedness, and Purpose
Business and Management INK
May 14, 2024

Motivation of Young Project Professionals: Their Needs for Autonomy, Competence, Relatedness, and Purpose

Read Now
A Complexity Framework for Project Management Strategies
Business and Management INK
May 10, 2024

A Complexity Framework for Project Management Strategies

Read Now
Bringing Theories into Conversation to Strategize for a Better World

Bringing Theories into Conversation to Strategize for a Better World

In this article, Ann Langley, Rikkie Albertsen, Shahzad (Shaz) Ansari, Katrin Heucher, Marc Krautzberger, Pauline Reinecke, Natalie Slawinski, and Eero Vaara reflect on the inspiration behind their research article, “Strategizing Together for a Better World: Institutional, Paradox and Practice Theories in Conversation,” found in the Journal of Management Inquiry.

Read Now
Exploring Discrimination Faced by Asian Nationals in the U.S. Labor Market

Exploring Discrimination Faced by Asian Nationals in the U.S. Labor Market

Amit Kramer, Kwon Hee Han, Yun Kyoung Kim, and Yun Kyoung Kim reflect on the hypotheses and observations that led to their article, “Inefficiencies and bias in first job placement: the case of professional Asian nationals in the United States.”

Read Now
Interorganizational Design for Collaborative Governance in Co-Owned Major Projects: An Engaged Scholarship Approach

Interorganizational Design for Collaborative Governance in Co-Owned Major Projects: An Engaged Scholarship Approach

Large projects co-owned by several organizations with separate, perhaps competing, interests and values are characterized by complexity and are not served well […]

Read Now
0 0 votes
Article Rating
Subscribe
Notify of
guest

This site uses Akismet to reduce spam. Learn how your comment data is processed.

0 Comments
Inline Feedbacks
View all comments