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Der Einfluss von Humankapital auf die Kaufabsicht von Messeausstellern: Eine Analyse anhand einer Ausstellerbefragung auf der Fachmesse Best of Events2018

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  • Winnen Lothar

    (Technische Hochschule Mittelhessen (THM)Professur für Veranstaltungswirtschaft, insb. Live Kommunikation und UnternehmensführungWiesenstraße 14, 35390GießenDeutschland)

  • Rühle Alexander

    (Hochschule für Medien, Kommunikation und Wirtschaft (HMKW)Professur für Medienmanagement im Fachbereich WirtschaftHöninger Weg 139, 50969KölnDeutschland)

  • Piepiorka Christine

    (University of Europe for Applied SciencesProfessur für Medien und KommunikationReiterweg 26b, 58636IserlohnDeutschland)

  • Scherle Nicolai

    (Hochschule für Oekonomie und Management (FOM)Professur für Intercultural Management & DiversityArnulfstraße 30, 80335MünchenDeutschland)

  • Groß Jiny

    (B.A. Medien- und EventmanagementHauptstraße 380, 51143KölnDeutschland)

Abstract

Unter der Prämisse, dass das Humankapital ein entscheidender Faktor für die erneute Buchung einer Messe durch einen Aussteller ist, wurde im Januar 2018 eine Befragung von 129 Messeausstellern auf der Fachmesse Best of Events (BoE) durchgeführt. Ziel war die Identifikation des Einflusses von Humankapital (u. a. Kompetenzen der Mitarbeiter) des Messeveranstalters auf den Messeerfolg. Auf Basis einer multiplen Regression zeigt sich, dass das Humankapital des Messeveranstalters (u. a. Beratungsqualität, Fachkompetenz, Problemlösungsfähigkeit der Mitarbeiter) signifikant mit der Wiederbesuchsabsicht des Ausstellers, d. h. der Absicht der erneuten Buchung von Ausstellungsflächen auf der BoE korreliert. Die Studie legt daher nahe, dass gut ausgebildetes und kompetentes Personal für den Messeerfolg entscheidend ist. Dies gilt der Studie nach für die Planungsphase, jedoch überraschenderweise hat das Humankapital in der Durchführungsphase keinen signifikanten Einfluss auf die Wiederbesuchsabsicht des Ausstellers. Hieraus lässt sich als Handlungsempfehlung für Veranstalter ableiten, dass ein vorhandenes Budget eher vermehrt in die Planungsphase zu investieren ist, da sich dies positiv auf die Wiederbesuchsabsicht auswirkt.

Suggested Citation

  • Winnen Lothar & Rühle Alexander & Piepiorka Christine & Scherle Nicolai & Groß Jiny, 2021. "Der Einfluss von Humankapital auf die Kaufabsicht von Messeausstellern: Eine Analyse anhand einer Ausstellerbefragung auf der Fachmesse Best of Events2018," Zeitschrift für Tourismuswissenschaft, De Gruyter, vol. 13(1), pages 125-144, May.
    • Handle: RePEc:bpj:touwis:v:13:y:2021:i:1:p:125-144:n:9
    DOI: 10.1515/tw-2021-0006
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    References listed on IDEAS

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