Differentiating educational needs of North American and Non-North American tradeshow exhibitors

The purpose of this study is to determine what educational demands exhibitors have to ensure a successful trade show and how these demands are different among North American and Non-North American trade show exhibitors. In addition, the educational topics, the educational format, and the timing of education provided by show management for exhibitors, will be identified. The data collection method for this study was a structured, self-administered survey questionnaire; This study was also designed to measure the overall perceived importance score of educational information for North American and Non-North American exhibitors and compare different perceptions toward the information among the exhibitors. A total of 197 International CES exhibitors\u27 responses to specially designed questions were analyzed. The sample includes subjects from 13 different countries; The findings show that there are significant differences needed in educational topics between North American and non-North American exhibitors and by demographic variables as well. Moreover, the findings demonstrate that show satisfaction and perceived importance of exhibitor education are positively related. Based on the research findings practical implications for the tradeshow industry are discussed and suggestions for future research are offered