A Study of Exhibitors' Performance, Overall Satisfaction and the Correlations at Government-led Exhibitions: A Case Study of the 5th China Beijing International Cultural and Creative Industry Expo

China witnesses 20% annual growth in convention industry for the last decade and government-led exhibitions play an important role in this prosperity. However, there are few studies about exhibitor's behaviors. This paper chooses the China Beijing International Cultural and Creative Industry Expo (ICCIE), one of the famous government-led exhibitions as a research object to analyze the different dimensions of the exhibitor' participation performance during the fifth expo in 2010. Using factor analysis, regression analysis and other statistical techniques, it has been found that the exhibitors in the fifth ICCIE pay more attention to non-selling performance like company image building, products/services image building, morale inspiring, information collecting, etc. It has also been found that the key factors to improve exhibitors' overall satisfaction are morale inspiring, image building, information collecting. Then some managerial and marketing implications are provided based on the results.