Enhancing exhibitor performance in international tourism trade show through the mediating effect of government support / Zauyani Zainal Mohamed Alias

goods and services. Trade shows establish direct relationships between supply and
demand and provide the opportunity for specific marketing activities. A growing body
of literature in trade show has highlighted the relationship between trade show
marketing strategies and trade show performance. However, the effect of exhibitor
experience on the international trade show marketing strategy and performance
relationship has not been addressed in the literature. This study therefore fills the
research gap by examining the moderating role of exhibitors’ trust, commitment and
satisfaction during their trading experience at selected trade shows. The purpose of
this study is to investigate the influence of exhibitor behavioral towards exhibitor
performance at international tourism trade show; to identify the effect of government
support on relationship between exhibitor behavioral and exhibitor performance at
international tourism trade show and; to propose a new perspective on exhibitors’
performance at international tourism trade show from an experiential standpoint. This
study was conducted at selected international trade shows (ITTS) in cooperation with
Tourism Malaysia and Malaysia Convention and Exhibition Bureau (MyCeb). The
field survey was conducted in the held of period of 2017 – 2018. This study also
adopted a mixed-methods technique to allow for the inclusion of both qualitative and
quantitative methods of data collection and/or analysis to achieve a range of
outcomes. This study provides an initial understanding of the nature of exhibitors’
experiences at international trade shows. By reporting exhibitor responses, this study
also contributes to research on trade show performance.