Trade Fair or Sales Fair: An Analysis of the Botswana Annual International Trade Fair

The central aims of this study were to investigate the objectives of participants at the Botswana International Trade Fair, effectiveness of management of the Fair and linkage effects of the Fair on its host city. Data were collected from a convenience sample of exhibitors and visitors, selected on a "mall intercept" basis, using a self-administered questionnaire under the supervision of trained assistants. The study found that the motives of the exhibitors and those of the visitors were highly complementary, as majority of both were motivated by business objectives. Despite the complementarity, the relative dominance of the business objectives was different. While practically all exhibitors were motivated by business objectives, a significant percentage (29) of visitors included social objectives in their motivation. Most of the participants, visitors as well as exhibitors, expressed satisfaction with the achievement of their objectives. They also rated the organisation and management of the fair favourably, except for cost or charges, catering facilities and car park facilities. The preponderance of retailing activities found at the fair gave it the image of a flea market rather than a true trade exhibition. A greater selectivity of exhibitors might help attract more quality visitors, with higher income and greater decision-making authority as well as more business-to-business transactions. (C) 2005 by The Haworth Press, Inc. All rights reserved.