A Location-Planning Decision-Support Tool for Tradeshows and Conventions

Abstract

This report introduces a strategic decision-support tool for location planning in tradeshows and conventions. This decision support tool is based on a multi-year research project that examined tradeshow participants preferences, including a comparison of attributes sought by attendees and by exhibitors. The study, supported by the Cornell Center for Hospitality Research and ASAE Foundation, included a survey of over 2,500 tradeshow participants who indicated that the show’s location is one of the top criteria. In addition to its examination of tradeshow attributes, this report describes the research process, gives an outline of customer choice, and explains how the tool can be used in an effective location and planning decision process for tradeshows considering attendees’ and exhibitors’ preferences.