Influence of experiential knowledge on trade fair performance in Ghana: mediating roles of planning and booth-attractiveness

Purpose This paper examines the influence of experiential knowledge on trade fair performance and the mediating roles of planning and booth-attractiveness in that relationship. Design/methodology/approach This study is a cross-sectional survey of 99 exhibitors at a regional trade fair in Ghana using questionnaires. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze the data. Findings Experiential knowledge gained from previous trade fairs, planning, booth-attractiveness, and performance are positively related. In addition, experiential knowledge has both direct and indirect effects on trade fair performance, with the indirect effect being enhanced through the mediation of planning and booth-attractiveness. Practical implications This study offers valuable insights for businesses, trade associations, trade promotion agencies and trade fair organizers to foster greater participation in trade fairs. It demonstrates that experiential knowledge gained through exhibitors' participation in previous trade fairs significantly influences subsequent trade fair planning, booth-attractiveness and overall performance. Originality/value This study contributes to the existing literature by examining the influence of experiential knowledge on trade fair performance. It also uncovers the mediating roles of planning and booth-attractiveness in explaining this relationship.