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. H...
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my-uitm-ir.607492022-06-01T04:46:06Z Enhancing exhibitor performance in international tourism trade show through the mediating effect of government support / Zauyani Zainal Mohamed Alias 2020-05 Zainal Mohamed Alias, Zauyani Travel. Voyages and travels (General) 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. 2020-05 Thesis https://ir.uitm.edu.my/id/eprint/60749/ https://ir.uitm.edu.my/id/eprint/60749/1/60749.pdf text en public phd doctoral Universiti Teknologi MARA Faculty of Hotel and Tourism Management Othman, Nor’ain (Prof. Dr.) |
| institution |
Universiti Teknologi MARA |
| collection |
UiTM Institutional Repository |
| language |
English |
| advisor |
Othman, Nor’ain (Prof. Dr.) |
| topic |
Travel Voyages and travels (General) |
| spellingShingle |
Travel Voyages and travels (General) Zainal Mohamed Alias, Zauyani Enhancing exhibitor performance in international tourism trade show through the mediating effect of government support / Zauyani Zainal Mohamed Alias |
| description |
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. |
| format |
Thesis |
| qualification_name |
Doctor of Philosophy (PhD.) |
| qualification_level |
Doctorate |
| author |
Zainal Mohamed Alias, Zauyani |
| author_facet |
Zainal Mohamed Alias, Zauyani |
| author_sort |
Zainal Mohamed Alias, Zauyani |
| title |
Enhancing exhibitor performance in international tourism trade show through the mediating effect of government support / Zauyani Zainal Mohamed Alias |
| title_short |
Enhancing exhibitor performance in international tourism trade show through the mediating effect of government support / Zauyani Zainal Mohamed Alias |
| title_full |
Enhancing exhibitor performance in international tourism trade show through the mediating effect of government support / Zauyani Zainal Mohamed Alias |
| title_fullStr |
Enhancing exhibitor performance in international tourism trade show through the mediating effect of government support / Zauyani Zainal Mohamed Alias |
| title_full_unstemmed |
Enhancing exhibitor performance in international tourism trade show through the mediating effect of government support / Zauyani Zainal Mohamed Alias |
| title_sort |
enhancing exhibitor performance in international tourism trade show through the mediating effect of government support / zauyani zainal mohamed alias |
| granting_institution |
Universiti Teknologi MARA |
| granting_department |
Faculty of Hotel and Tourism Management |
| publishDate |
2020 |
| url |
https://ir.uitm.edu.my/id/eprint/60749/1/60749.pdf |
| _version_ |
1783735168383582208 |