Marketing strategy to increase exhibition attendance through controlling and eliminating leisure constraints

Abstract

The purpose of this study is to discover marketing strategies to increase exhibition attendance through controlling and eliminating leisure constraints that prevent customers from attending exhibitions. In this study, statistical methods such as reliability analysis, principal components analysis, factor analysis, independent samples t tests, paired samples t tests, and analysis of variance were utilized to analyze the data. The results showed that there were significant relationships between demographic characteristics of exhibition attendees and the leisure constraints (i.e., intrapersonal constraints, interpersonal constraints, and structural constraints) perceived by them. The findings of this study give exhibition planners, organizers, managers, and researchers useful information for discovering marketing strategies in order to control and eliminate specific constraints that prevent customers from attending exhibitions. © 2013 Cognizant Comm. Corp.

Publication Title

Event Management

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