Visitor attendance motivations at consumer travel exhibitions |
| |
Authors: | Bongkosh Rittichainuwat Judith Mair |
| |
Institution: | 1. International Program in Hotel & Tourism Management, Siam University, 235 Petkasem Rd., Phasichareon, Bangkok 10160, Thailand;2. Department of Management and Australia International Tourism Research Unit, Monash University, Berwick Campus, PO Box 1071, Narre Warren, VIC 3805, Australia |
| |
Abstract: | This study identifies the major motivations of visitors for attending consumer travel exhibitions and segments visitors based on their motivations. The findings suggest that visitors to consumer travel exhibitions have multiple motivations: acquiring purchase information, being attracted by the theme, or being encouraged to visit by media coverage. Half of the visitors perceived travel fairs to be an important distribution channel through which they could get special deals on travel to desirable destinations (or at least sourcing information on travel). It seems likely that consumer travel show attendance may be closely linked with the individual leisure desires of the visitor. The study suggests two clusters: 1) Shopper cluster whose major motivation is purchasing and 2) Total Visitors whose motivation is to undertake an ongoing information search and attend seminars to maintain their awareness of new trends with the tourism industry. |
| |
Keywords: | Exhibitions Consumer show Visitor attendance motivations Travel fairs Thai visitors MICE |
本文献已被 ScienceDirect 等数据库收录! |
|