Premium
Conceptualizing Trade Show Visitors' Consumption Behavior
Author(s) -
Wong JehnYih,
Li Tzuhui,
Peng Norman,
Chen Annie Huiling
Publication year - 2013
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/jtr.1960
Subject(s) - tourism , variety (cybernetics) , consumption (sociology) , marketing , product (mathematics) , affect (linguistics) , business , service (business) , quality (philosophy) , consumer behaviour , advertising , economics , psychology , sociology , political science , computer science , geometry , mathematics , communication , epistemology , artificial intelligence , law , social science , philosophy
Tourism trade shows have become an increasingly attractive channel for practitioners to meet potential buyers. However, few studies have conceptualized non‐industrial buyers' consumption behavior during these events. This study proposes a model to conceptualize trade show visitors' buying behavior. The analysis of 738 trade show visitors shows that variety‐seeking tendency and deal proneness directly influence visitors' tourism product consumption behavior. In addition, price sensitivity can affect deal proneness and variety‐seeking tendency. Nevertheless, contrary to existing literature, service quality will not moderate visitors' buying processes. The implications of this study are discussed within tourism management literature. Copyright © 2013 John Wiley & Sons, Ltd.