The effects of trade show environments on visitors

Jehnn-Yih Wong, Tzu-hui Li, Annie Chen, Norman Peng

Research output: Contribution to journalArticlepeer-review

9 Citations (Scopus)
147 Downloads (Pure)


Tourism trade shows that are open to the public as well as to buyers and sellers are an emerging channel for the promotion of products to potential tourists. However, few studies have explored the influence of environmental stimuli on non-business visitors’ emotions. Moreover, the moderating effect of visitors’ expectations remains under-studied in the context of trade show management. To address this issue, this study reports on research derived from 611 respondents at a Taiwanese tourism trade show through a modified Mehrabian-Russell model. Structural equation modeling of the data shows that positive emotions positively influence behavioral intentions, but negative emotions do not negatively influence behavioral intentions. Among the three stimuli (i.e., information rate, service staff quality, and atmospherics), only information rate and service staff quality positively affect positive emotions and negatively affect negative emotions. The results show that visitors with high and low trade show visit expectations react differently to environmental stimuli at trade shows.
Original languageEnglish
Pages (from-to)665-681
Number of pages17
JournalEvent Management
Issue number6
Publication statusPublished - 7 Dec 2017


  • emotions
  • environment
  • expectations
  • mehrabian-russell mode
  • tourism trade show

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management


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