The purpose of this study was to develop a system for evaluating the costs and benefits of exhibiting in a group leader trade show, while additionally determining the return on investment for the host destination. The population was defined as the 39 tour operators from North America, and the 13 6 exhibitors from New York State, who were in attendance at Travel Expo '90 held in Sullivan County, New York. An initial survey was distributed to all the attending tour operators and exhibitors from New York State. A follow-up evaluation was distributed to all tour operators and exhibitors who returned the initial survey, and agreed to participate in the study. An evaluation system was thoroughly developed as a measurement tool. Due to extremely low survey return rates, it was not possible to completely test the evaluation system for validity and effectiveness. The lack of cooperation among tour operators and exhibitors posed as a significant research obstacle. It was recommended that incentives and industry education be an option to increase participatory levels.

Library of Congress Subject Headings

Tourism--Marketing--Costs; Tourism--Marketing--Evaluation; Tourism--Exhibitions--Evaluation; Travel--Exhibitions--Evaluation

Publication Date


Document Type


Department, Program, or Center

School of Food, Hotel and Tourism Management (CAST)


Burke, James

Advisor/Committee Member

O'Brien, Daniel


Note: imported from RIT’s Digital Media Library running on DSpace to RIT Scholar Works. Physical copy available through RIT's The Wallace Library at: G155.A1.W38 1992


RIT – Main Campus