Network Functions of Travel Marts in China: Amendments to the Rosson and Seringhaus Network Model

The two-dimensional network model proposed by Rosson and Seringhaus in 1995 was a key achievement in the study of trade fair functions. The model incorporates both exhibitor–visitor interactions and the multi-level functions of trade fairs and has attracted considerable scholarly attention. It is based on the case of Western market-oriented trade fairs in which material objects are displayed. However, the model is unable to explain certain aspects of China's travel marts, which are strongly controlled by the government and where the only exhibits are intangible services. Another of the model's shortcomings is that it is limited to two-dimensional exhibitor–visitor interactions. This study tests, complements and amends the Rosson Seringhaus network model for the special case of China. The authors investigate the differences between travel marts and traditional trade fairs, and amend several parts of the model, taking the China International Travel Mart (CITM) and China National Travel Mart (CNTM) as case studies. In light of their analysis, they propose an important amendment to the Rosson Seringhaus model, revising the relationship network, the network boundaries and the multiple participant identities. In addition, they find that the relationship network in a travel mart is much wider and more complex than that in a traditional trade fair, leading to greater complexity and diversification in the functions of a travel mart. Finally, they find that, in a three-dimensional exhibitor–visitor–organizer network, the overlap between identities and network expansion results in a highly complex interaction among stakeholders. Consequently, it is difficult for organizers and exhibitors to handle a travel mart successfully and improve the effectiveness of their trade fair participation.