Influence of Exhibition Promotion on Exhibition Performance: An Empirical Case of Exhibitors in China
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DOI: 10.23977/iemb.2019.045
Author(s)
Bo Pu, Ruilin Xiao, and Fei Du
Corresponding Author
Bo Pu
ABSTRACT
In the exhibition industry, promotion is a link between audience and the exhibitor, and exhibition performance serves as a bridge between exhibitor and organizer. This study here examined the relationship between exhibition promotion and exhibition performance. Data were collected from a survey of 283 exhibitors in China. The results show that sales performance, information collection, and corporate image construction will be positively affected by price promotion and non-price promotion of exhibitor. Moreover, the findings show that non-price promotion of exhibitor will have a positive impact on customer relationship establishment, while price promotion does not.
KEYWORDS
Price promotion, non-price promotion, exhibition promotion, exhibition performance
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