Wong, JY, Li, TH, Peng, NS and Chen, A 2014, 'Conceptualizing trade show visitors’ consumption behavior' , International Journal of Tourism Research, 16 (4) , pp. 325-328.
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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.
|Schools:||Schools > Salford Business School > Business and Management Research Centre|
|Journal or Publication Title:||International Journal of Tourism Research|
|Funders:||Non funded research|
|Depositing User:||Dr. Norman Peng|
|Date Deposited:||22 Jul 2015 08:36|
|Last Modified:||29 Oct 2015 00:46|
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