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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

Based on the premise that human capital is a decisive factor for an exhibitor’s renewed booking of an organizer’s trade show, a survey of 129 trade show exhibitors was conducted at the Best of Events (BoE) trade show in January 2018. The aim was to identify the influence of human capital (including employee competencies) of the trade fair organizer on trade fair success. On the basis of a multiple regression analysis, it is shown that the human capital of the trade fair organizer (including quality of advice, professional competence, problem-solving ability of employees) correlates significantly with the exhibitor’s intention to revisit, i. e. the intention to book exhibition space again at the BoE. The study therefore suggests that well-trained and competent staff is crucial for trade fair success. According to the study, this is relevant for the planning phase, but surprisingly, human resources in the implementation phase have no significant influence on the exhibitor’s intention to visit again. From this, it can be concluded as a recommendation for action for organizers that an existing budget should be invested more in the planning phase, rather than the implementation phase, as this has a positive effect on the intention to visit again.

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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