Constructing a Trade Show Exhibitor Satisfaction Scale from a Stakeholder Perspective

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Benjamin Hickerson, Associate Professor (Creator)
The University of North Carolina at Greensboro (UNCG )
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Abstract: The purpose of this study was to construct and validate an Exhibitor Satisfaction Scale that accounts for the significant roles of three key stakeholders (i.e., trade show visitors, exhibitors, and organizers) in a trade show context through a pilot test, scale purification and validation. The final instrument consisted of 46-items representing 3 dimensions and 12 sub-dimensions of exhibitors’ satisfaction. Reliability, unidimensionality, content validity, construct validity, discriminant validity, and predictive validity of the scale were tested and established using 930 responses from 4 trade shows in China. The resulting instrument was found to be superior to existing instruments in that it comprehensively measures exhibitors’ performance at a trade show and explains a large portion of exhibitors’ overall satisfaction. A major contribution of this study is that it introduces stakeholder theory as a guiding framework for measuring satisfaction in the trade show industry.

Additional Information

Journal of Tourismology, 2(2), 13-35
Language: English
Date: 2016
trade shows, stakeholder theory, exhibitors, satisfaction

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