@inproceedings{29846bd0f4244a598c055220b01bd3cd,
title = "Less Is More: How to Improve the Physical B2B Trade Fair Experience",
abstract = "Due to new technological advancements physical B2B trade fair organizers and exhibitors are challenged to rethink their setup. We provide the first paper that conducts a quantitative study to assess the superordinate factors of B2B trade fair perceptions and analyses the relevance of B2B trade fair perceptions including recent technological aspects. To address these aims, a three-step mixed methods approach was applied. (1) A qualitative pre-study for item generation, (2) a main study to reveal factors of B2B trade fair perceptions, and (3) a multiple linear regression analysis to assess the impact of the identified factors of B2B trade fair perceptions were conducted. Our study shows that B2B trade fair organizers and exhibitors should focus their efforts on new developments and networking combined with a high-quality culinary experience. In contrast, B2B trade fair visitors seem to be reactant to professional educational offerings while visiting B2B trade fairs.",
keywords = "B2B, Factor analysis, Trade fair, Visitor experience",
author = "Christopher Korntner-Kanitz and Olivia B{\"u}sser and Michael Schade",
note = "Publisher Copyright: {\textcopyright} The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.",
year = "2024",
doi = "10.1007/978-3-031-80904-0_3",
language = "English",
isbn = "978-3-031-80903-3",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
pages = "25--32",
editor = "Vincent Jeseo and Jasmine Parajuli",
booktitle = "Marketing in a Multicultural and Vibrant World",
}