| Summary: | 碩士 === 南台科技大學 === 企業管理系 === 100 === Trade shows are an arena for the presentation of new products, selling, and/or promotion of products and services offered by several companies within a particular industryor interest. Trade shows often last about a week and can be opened to only professionals or the general public. Exhibits or booths are the physical space that a company displays within. Trade showhas increased importance as a marketing and selling strategy.
The purpose of this research is to measure some aspects of trade show which could be effective factors to trade show performance in Vietnamese market. The trade show performance is based on the marketing literature’s outcome and behavior basedsystem which consists of five dimensions by Hansen (2004):sales-related activities, information-gathering activities, image-building activities, relationship-building activities, motivation activities. This research also relate these performance dimensions to tactical variables such as pre-show promotion, at-show promotion, booth staff training, follow-up, and so on. Firstly,this research has been able to examine operationally a five-componentconstruct of trade show performance. Secondly, prior experience was found to be positively related to exhibitor intention to return. Lastly, the findings also suggest that the tactical variables such as pre-show promotion tactics, at-show promotion tactics, post-show follow up tactics, andtrade show resources have asignificant and differential impact on each dimension of trade show performance.
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