Structural Equation Model of Geo-cloning Exhibitions Affecting Behavior Intention to Participate in New Destination
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Abstract
Exhibitions are powerful marketing platform, creating business opportunities, therefore cloning those exhibitions to new destinations will generate growth of businesses and economics to the regions. This paper aims to 1) investigate the importance and relationship of geo-cloning exhibition attributes, satisfaction, and participation intention, and 2) examine the consistency of the causal relationship model derived from a literature review and empirical data. Purposive sampling was used to collect information from 459 exhibitors. The research instrument was a questionnaire with 5 Likert scales. The data received were analyzed by structural equation model.. The result revealed that concerning the important level of geo-cloning exhibition’s attributes, the majority of the respondents place rated the exhibitor’s booth management as very important( = 4.33). In terms of satisfaction, the majority of the respondents chose the exhibitor’s perceived value at a high level ( = 4.09). In terms of participation intention, word of mouth was selected at high level ( = 4.16), respectively. Furthermore, the results of the consistency of the structural model of the causal factors affecting geo-cloning exhibition’s attributes towards behavioral intention corresponded appropriately to the literature review and empirical data at Chi-square = 55.700, p-value = 0.132, CFI = 0.998, GFI = 0.983, AGFI = 0.960, NFI = 0.989, IFI = 0.998, RMSEA = 0.023, SRMR = 0.023 and met the criteria set. Finally, the analysis of variable factors in newly developped model, revealed that geo-cloning exhibition and satisfaction had an overall effect on behavioral intention: attributes of geo-cloning exhibition received the greatest effect (TE = 0.69), followed by satisfaction of exhibitor (TE = 0.45) respectively.
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