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

Abstract

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.

Keywords

• 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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