Award Date

1-1-2002

Degree Type

Thesis

Degree Name

Master of Science (MS)

Department

Hotel Administration

First Committee Member

Curtis Love

Number of Pages

72

Abstract

The purpose of this study was to measure the impact of sponsorships on trade show attendees. This study sought to understand whether different types of sponsorships, number of days attending at a show, and demographic characteristics differently influenced attendees' recognition of sponsors and their overall attitudes toward corporate sponsorship; For this study, a questionnaire was designed to measure trade show attendees' recognition of sponsoring companies, overall attitudes toward sponsorship, preferences for specific sponsorship types, and demographic information. Attendees were queried while exiting the Association of Progressive Rental Organizations' Convention and Trade show (APRO) in Las Vegas from July 24 and to 25, 2002; In the recognition test, names of actual sponsors and non-sponsors (companies who were exhibitors only) were listed on the questionnaire and attendees were asked to indicate whether or not they recognized the name of sponsors at the show by checking yes or no. In addition, measurements to detect whether these different sponsorship types influenced attitudes towards corporate sponsorships in general were made. (Abstract shortened by UMI.).

Keywords

Attendees; Attitudes; Corporate; Examination; Impact; Maximizing; Recognition; Sponsors; Sponsorship

Controlled Subject

Marketing

File Format

pdf

File Size

1751.04 KB

Degree Grantor

University of Nevada, Las Vegas

Language

English

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