According to the expectation, motivation and
attitude model (EMA) developed by Hsu et al. (2010), one’s expectations of
visiting an overseas destination directly influences his/her motivation
to visit and such motivation directly influences his/her attitude toward visiting. Since
motivation directly affects attitude, which in turn affects behavioral
intentions and behaviors, it is important to examine exhibitors’ motivations to
attend trade exhibitions. This will provide exhibition organizers with valuable
information concerning locations, venues, potential cooperating partners and hospitality-related
service.