Strategic modeling the quality of relationship between exhibitors and organizers of trade shows with mixed approach

The purpose of this article is to strategically model the quality of the relationship between exhibitors and trade show organizers. In this study, the predictive indicators in improving the quality of the exhibition relationship and explaining a comprehensive and integrated strategic model regarding the necessary measures to achieve the desired quality and the relationship between planners and exhibitors of trade fairs were studied. Is divided. In the qualitative stage, in terms of approach, it is the data type of the foundation and in terms of the purpose, it is fundamental. The method of analysis in the qualitative part is also the method of content analysis. In the quantitative part, in terms of purpose, it is an applied research and because of the method of a descriptive research, it is of survey type. The collection method is collected in a quantitative part through a questionnaire whose indicators will be obtained from the qualitative part. The results showed that the underlying factors as a predictor have the most direct and significant effect on the quality of the relationship between the organizer and the exhibitors. The quality of the relationship between the two exhibition groups has a direct and significant effect on exhibition outcomes. Integrated management for the strategy and optimal performance in the exhibition is suggested by the organizer.