The purpose of this paper is to investigate business visitor behaviour at trade shows and to propose a complementary view based on the experiential perspective in marketing.
The paper reports an ethnographic study conducted in the context of ten international trade shows in the textile‐apparel industry in Europe.
The study sheds light on the nature of the experience provided by trade show exhibitors and organisers and on visitors' lived experiences. Trade shows immerse industrial buyers in a physical and cognitive experience that requires their active participation. Under such circumstances, industrial marketers who employ experiential marketing techniques are likely to increase their trade show performances.
The paper adopts a new perspective that sees business visitor behaviour from an experiential standpoint and discusses the managerial implications that highlight the interplay of exhibitors and trade show organisers in designing and setting valuable experiences for visitors.
