Designing improvement model for trade fairs in Iran: Participant’s point of view

The main objective is to design a model for improving trade fair performance in Iran from participant’s point of view. In this paper, we tried to elaborate important indices for trade fairs as well as presenting a comprehensive model including required activities for improvement of performance of trade fairs.

This study is based on grounded theory so there are no hypothesizes from the beginning. Content analysis is implemented and we did collect information through deep interviews and then distributing questionnaire in 4 important international trade fairs.
Limitations: Providing required information by respondents is vital for the research while they prefer secrecy of information of their companies and are not ready to take risk in this regard.

The results showed that determined objectives of trade fairs in advance are forecasting and controlling factors for decreasing deviations in trade fairs and have direct and meaningful impacts on exhibition processes. Furthermore, exhibition activities have three stages; before, during and after trade fair and those three stages have direct and meaningful effects on trade fairs.