Experiential Marketing on Exhibitor Performance

A growing body of literature highlights the relationship between the marketing strategies for trade shows and performance. However, the effect of exhibitor experience on the international trade show processes has not been addressed in the literature. This chapter fills the gap by examining the moderating role of exhibitors’ trust, commitment, and satisfaction at World Travel Mart London 2017. The purposes are to identify the concepts of experiential marketing, to develop a conceptual framework, and to propose a new perspective on exhibitors’ performance at such events. Using survey data, structural equation modeling was applied to test the theoretical links and assess the value of competing explanations.