The purpose of this study was to develop a system for evaluating the costs and benefits of exhibiting in a group leader trade show, while additionally determining the return on investment for the host destination. The population was defined as the 39 tour operators from North America, and the 13 6 exhibitors from New York State, who were in attendance at Travel Expo \u2790 held in Sullivan County, New York. An initial survey was distributed to all the attending tour operators and exhibitors from New York State. A follow-up evaluation was distributed to all tour operators and exhibitors who returned the initial survey, and agreed to participate in the study. An evaluation system was thoroughly developed as a measurement tool. Due to extremely low survey return rates, it was not possible to completely test the evaluation system for validity and effectiveness. The lack of cooperation among tour operators and exhibitors posed as a significant research obstacle. It was recommended that incentives and industry education be an option to increase participatory levels
