Assessing Chinese exhibitors’ international trade show evaluations: the role of outbound exhibition organizers

Despite the importance of the exhibition industry globally, and that of China in particular, there is a paucity of research on this topic. This study aims to address this research gap by examining Chinese exhibitors who participated in international trade shows in the United States. In the process, it introduces and highlights the vital role of a key industry player within the Chinese context, in addition to the traditional triad of exhibition organizer, exhibitor and visitor, namely the Outbound Exhibition Organizer (OEO). A survey collected 458 responses from Chinese Mainland exhibitors participating in two international trade shows in the United States. Study findings provide insights into the performance of OEOs, as perceived by Chinese exhibitors, in addition to the perceived trade show performance. The vital role of OEOs is highlighted by it being identified as a key predictor of satisfaction with international trade shows. Study implications are discussed, and directions for future research provided.