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The purpose of this empirical study is to identify the underlying dimensions of exhibition attendance motivations from the perspective of exhibition attendees. Using delineated motivational factors, this study then compares attendees’ perceptions of motivational factors in two major market segments: trade and public shows. A total of 302 attendee responses were collected at various exhibitions held in Hong Kong. The results of this empirical research indicate that there are five motivational factors in exhibition attendance, of which information search and market investigation are the two most important motivators. A market segment comparison shows that trade show attendees’ motivations are significantly greater than those of public show attendees across all five factors. The managerial implications for exhibition organizers and exhibitors are discussed in detail.
Lee et al. (Wed,) studied this question.