However, it is acknowledged that this research used on-site non-random rather than random sampling which might mitigate the high level of reliability and validity of the research. In addition, differences in perceptions of exhibitors derived from the nature of their industry and the way they interact with the organizers were not considered in this research, but may represent a fruitful avenue for future research in this increasingly important industry sector. Future studies are required to confirm the dimensionality of relationship quality in the exhibition context, both in Asian and Western markets. Future research is also required to explore additional antecedents to relationship quality to the ones assessed in this study. In addition to antecedents, an assessment of potential outcomes of relationship quality, for example exhibition brand preference, is also to be of likely interest to both researchers and practitioners alike. Finally, as previously mentioned, given different possible interpretations of study findings, future research may also investigate in more detail differences in perceptions between exhibitors at exhibitions organized by private companies versus those organized by government affiliates.