Master of Science (MS)
First Committee Member
Number of Pages
The purpose of this study was to identify training needs of tradeshow exhibitors by examining exhibitors' perceived importance and knowledge level of training issues using training needs analysis. This study also examined differences in training needs by exhibitors' past exhibiting experience and cultural background. A survey was conducted with 369 randomly sampled exhibitors attending a tradeshow in Las Vegas. Exhibitors considered meet and greet skills, following-up on customer leads, and creating attractive booth designs/displays the most important factors for better performance at tradeshows. Less experienced exhibitors were less knowledgeable of almost all training topics. Exhibitors who had non-American cultural backgrounds suggested they had greater training needs in booth design and product display, meeting and greeting customers, and following-up on customer leads. Tradeshow managers can gain insight into appropriate content of exhibitor training programs from the present study. Ultimately, the results of this study will help tradeshow managers conduct more effective training sessions for exhibitors.
Exhibitors; Identifying; Needs; Tradeshow; Training
Management; Business education
University of Nevada, Las Vegas
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Kim, YongHee, "Identifying training needs of tradeshow exhibitors" (2004). UNLV Retrospective Theses & Dissertations. 1728.