ASSESSING THE EFFECTIVENESS OF INTERNATIONAL TRADE FAIRS IN ENHANCING EXPORT PERFORMANCE OF SRI LANKA

Abstract

This study evaluates the effectiveness of international trade fairs in enhancing the export performance of Sri Lankan exporters, addressing the lack of systematic third-party assessments that hinder strategic planning and resource allocation. Focusing on pre fair, during fair, and post fair phases, the study examines the impact of trade fair participation on export performance, brand recognition, networking opportunities and identifying best practices to enhance export performance. Data were collected from exporters who weparticipating in international trade fairs organized by the Export Development Board (EDB) using a semi-structured questionnaire and secondary data from the EDB database. Results indicate a positive correlation between trade fair participation and export turnover, export volume, brand recognition and networking opportunities. Pre fair activities show the strongest correlation with export turnover (r = 0.791, p =0.000) and export volume (r = 0.648, p =0.000), particularly brand recognition (r = 0.558, p = 0.001) and networking opportunities. Compared to pre fair activities, both during fair and post fair activities have less impact. Clear goals setting and online pre marketing have the greatest impact among pre fair activities. The findings offer actionable recommendations for exporters and EDB to maximize trade fair benefits. This study concludes the value of focusing on pre fair efforts to gain more effectiveness from trade fair participation.
Keywords:

Brand recognition, Effectiveness of trade fair, Export performance, international trade fairs, Networking opportunities