THE IMPACT OF BOOTHSCAPE ON EXHIBITOR BEHAVIOR, PERFORMANCE, AND SATISFACTION: AN INTERNAL SERVICE CLIMATE THEORY PERSPECTIVE

Drawing on servicescape theory and internal service climate theory, the aim of this study was to gain a better understanding of the fundamentals of exhibit booth design, also known as, boothscape (a word made up by blending booth and servicescape) and the causal relationships between boothscape and exhibitor behavior, performance, and satisfaction. Key findings include that exhibitors’ perception of boothscape is shaped by a variety of factors including ambient condition, style and layout, signage and graphics, and functionality. The findings suggest that boothscape may promote exhibitor booth behavior and performance, which, in turn, increases satisfaction. Exhibit staff with positive booth behaviors and performance are likely to have greater satisfaction. The study also highlights the importance of exhibitor performance in increasing exhibitor satisfaction at a tradeshow.