A Model Proposal for Accommodation Establishment’s Trade Fairs Participation within the Framework of Corporate Communication Management

Yıl 2018, Cilt: 6 Sayı: 4, 539 - 550, 12.04.2018

Ömer Çoban Tülay Güzel

https://doi.org/10.18506/anemon.357368

Öz

In this research, it was aimed to develop a
model for accommodation establishments’ trade fairs participation within the
framework of corporate communication management. The population of the research
consists of the 410 accommodation establishments participated in Travel Turkey
and EMITT (East Mediterranean International Tourism and Travel Exhibition). The
data were collected by face to face implementation of questionnaire and
participant observation. The findings of the study indicate that participation
type to the trade fairs is the most important factor that affects performing
corporate communication behaviour. It was also found that participating in the
trade fairs individually perform corporate communication behaviours more
successfully. At the end of the research, a model was developed which consists
of three main stages (pre-show, during the show and post-show) for accommodation
establishments to participate in tourism fairs.

Anahtar Kelimeler

Trade Shows, Travel Fairs, Corporate Communication Management, Accommodation Establishments, Model Proposal

Konaklama İşletmelerinin Kurumsal İletişim Yönetimi Çerçevesinde Ticari Fuarlara Katılımına Yönelik Bir Model Önerisi

Öz

Çalışmada,
konaklama işletmelerinin kurumsal iletişim yönetimi çerçevesinde turizm
fuarlarına katılımına yönelik bir model önerisi geliştirilmesi amaçlanmıştır.
Araştırmanın evrenini Travel Turkey ve EMITT (Doğu Akdeniz Uluslararası Turizm
ve Seyahat Fuarı) fuarına katılan 410 konaklama işletmesi oluşturmuştur.
Araştırmada veriler fuar esnasında yüz yüze anket uygulaması ve katılımcı
gözlem tekniği ile toplanmıştır. Araştırma sonucunda konaklama işletmelerinin
kurumsal iletişim davranış göstermesi üzerindeki en önemli faktörün fuara
katılım şekli olduğu tespit edilmiştir. Fuara tekil olarak katılım gösteren
işletmelerin, fuara katılım sürecinde kurumsal iletişim davranışlarını daha
başarılı bir şekilde sergiledikleri tespit edilmiştir. Araştırma sonucunda
konaklama işletmelerinin turizm fuarlarına katılımına yönelik üç temel aşamadan
(fuar öncesi, fuar esnası ve fuar sonrası) oluşan bir model geliştirilmiştir.

Anahtar Kelimeler

Ticari Fuarlar, Turizm Fuarları, Kurumsal İletişim Yönetimi, Konaklama İşletmeleri, Model Önerisi

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