Experiential marketing as a moderating affect on exhibitor performance in international tourism trade shows
International tourism trade shows are an essential instrument in the marketing of goods and services. Trade shows establish direct relationships between supply and demand, and provide the opportunity for particular marketing activities. A growing body of academic and practitioner trade shows literature has highlighted the relationship between trade show marketing strategies and the trade shows performance. However, the effect of exhibitor experience in the international trade show marketing strategy and performance relationship has not been addressed in the literature.