Author(s)

Yanan Zhou, Junxia Liu, Wanyun Zhang, Peng Ju^*

Shenzhen Tourism College of Jinan University, Shenzhen, China.

Research on visitors tends to focus on the behavior of the audience before and after the exhibition, while there is little research on the behavior of audiences in the exhibition. The learning and innovative behavior of visitors at the exhibition also reflects one of the basic functions of the exhibition: communicating and Disseminating information. This paper based on the domestic and international research literature on the knowledge diffusion of exhibitions and uses SEM to the established model of the visitors’ learning and innovative behavior in exhibition. The validity of the path in the model is tested by taking Shenzhen Machinery Exhibition as a case. The results show that visitors have different learning behaviors for suppliers and other visitors, resulting in different learning and innovation effects. In addition, their positions, frequency of visiting exhibitions and forms of their visits also have an impact on their learning behaviors.

Exhibition, Visitors, Learning, Innovation

Zhou, Y. N., Liu, J. X., Zhang, W. Y., & Ju, P. (2020) Understanding the Learning and Innovation Model of Exhibition Visitors. American Journal of Industrial and Business Management, 10, 824-840. doi: 10.4236/ajibm.2020.104056.