Visitor attendance motivations at consumer travel exhibitions

Rittichainuwat, Bongkosh and Mair, Judith (2012) Visitor attendance motivations at consumer travel exhibitions. Tourism Management, 33 5: 1236-1244. doi:10.1016/j.tourman.2011.11.002

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Author Rittichainuwat, Bongkosh
Mair, Judith
Title Visitor attendance motivations at consumer travel exhibitions
Journal name Tourism Management   Check publisher's open access policy
ISSN 0261-5177
Publication date 2012-01-01
Year available 2012
Sub-type Article (original research)
DOI 10.1016/j.tourman.2011.11.002
Open Access Status Not yet assessed
Volume 33
Issue 5
Start page 1236
End page 1244
Total pages 9
Place of publication Kidlington, Oxford, United Kingdom
Publisher Pergamon Press
Language eng
Formatted 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.
Keyword Consumer show
Thai visitors
Travel fairs
Visitor attendance motivations
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 19 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 25 times in Scopus Article | Citations
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Created: Thu, 25 Sep 2014, 01:08:26 EST by Karen Morgan on behalf of UQ Business School