An Empirical Study on the Influence of Atypical Visitors’ Interactive Learning on Exhibition Brand Equity - iBusiness

IB > Vol.12 No.2, June 2020

iBusiness

Volume 12, Issue 2 (June 2020)

ISSN Print: 2150-4075 ISSN Online: 2150-4083

Google-based Impact Factor: 0.61 Citations

An Empirical Study on the Influence of Atypical Visitors’ Interactive Learning on Exhibition Brand Equity ()

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Download as PDF (Size: 358KB) PP. 33-51

DOI: 10.4236/ib.2020.122003 656 Downloads 1,698 Views Citations

Author(s)

Wanyun Zhang, Xin Mai, Simin Huang, Peng Ju^*

Affiliation(s)

Shenzhen Tourism College of Jinan University, Shenzhen, China.

ABSTRACT

The research data show that more than 90% of the exhibition visitors are atypical visitors who have no obvious purchase intention, and there are few researches on atypical visitors. Data were collected from the atypical visitors of China Hi-Tech Fair 2019 and selected through questionnaire investigation. This study aims to discuss the influence of atypical visitors’ interactive learning on the exhibition brand equity with the methods of literature analysis and empirical study. The findings can provide some supplements for theoretical exploration and practical management.

KEYWORDS

Atypical Visitors, Interactive Learning, Brand Equity, Experience Value, Exhibition Brand

Share and Cite:

Zhang, W. , Mai, X. , Huang, S. and Ju, P. (2020) An Empirical Study on the Influence of Atypical Visitors’ Interactive Learning on Exhibition Brand Equity. iBusiness, 12, 33-51. doi: 10.4236/ib.2020.122003.

Cited by

[1]	Discussion on the Construction of Interactive Chinese Teaching Mode of Mobile App Application under the Internet Background
	Mobile Information Systems, 2022

[2]	The environmental sustainability of an exhibition in visitors' eyes: Scale development and validation
	2021

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