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| Author: | Milner, L.M. |
| Title: | Consumer behavior at an industrial travel show |
| Journal: | Tourism review = Revue de tourism = Zeitschrift für Tourismus
2009 : VOL. 64:4, p. 4-11 |
| Index terms: | consumer behaviour tourist industry tourism travel international |
| Freeterms: | trade fairs |
| Language: | eng |
| Abstract: | This paper aims to examine the behaviour of consumers in an industrial trade show (here as: t-s.) context, the International Tourism Bourse (ITB) tourism t-s. It is addresses if it is strategically adept to allow final consumers into an industrial t-s. Using a mall intercept method, questions were designed to uncover whether final consumers mimic industrial segments of current, potential or non-users etc. It is found that participants are current or potential and typically repeat. They are motivated and directed with booth choices being pre-planned. The study addresses the utility of free promotional gifts and the strategic implications of letting consumer access to an industrial event. |
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