Perspectives of organizers and exhibitors on the performance assessment of exhibitors at an International Travel Fair |
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| Institution: | 1. Marketing Department, Kedge Business School, Domaine de Luminy, BP 921, 13288 Marseille, Cedex, 9, France;2. CERMES, Center for Research on Marketing and Services, via Roentgen 1, 20136 Milano, Italy;3. CERGAM, Centre d''Etudes et de Recherche en Gestion d''Aix-Marseille, Clos Guiot, Puyricard CS30063, 13089, Aix-en-Provence, Cedex 2, France;4. Department of Geography & Planning and Department of Political Science, University of Toronto, Sidney Smith Hall, 100 St.George Street, Toronto, ON, M5S 3G3, Canada;5. Zijiang Visiting Chair, School of Urban and Regional Science, East China Normal University, 3663 North Zhongshan Road, Shanghai, 200062, P.R. China;6. Marketing Department, Bocconi University, Via Roentgen 1, 20136, Milan, Italy |
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| Abstract: | Travel fairs contributed to the booming tourism industry around the world, but the extant research rarely assessed the performance of them, not to mention individual exhibitor’s performance. This study uses the resource-based theory and the metafrontier-to-data envelopment analysis at annual International Travel Fairs. This study administered a questionnaire survey to collect two-year data on the resources consumed and the outputs generated from observed exhibitors. The results from a quadrant-based (Quantitative-return on objectives (QROO) vs. efficiency) matrix and a slack-value analysis indicated that more can be gained from less for tourism and hospitality exhibitors. Booth area, rental fee, set up cost and number of on-site staff should be less to benefit performance from this study. The results serve as a decision-making reference for the organizer to screen out inefficient exhibitors when booths are in short supply as well as offering the exhibitors’ improvement direction. Implications and future research are discussed. |
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| Keywords: | More from less Travel fair Exhibitors’ resource inputs Return on objectives Metafrontier |
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