INTERNATIONAL FAIRS AS A BRAND EXPOSURE MEDIUM İN DESTINATION BRANDING: İZMİR (SMYRNA) CITY CASE AND IZFAS INTERNATIONAL FAIRS

Year 2010, Issue: 5, 299 - 320, 15.06.2010

Nahit Erdem Koker Aylin Göztaş

Abstract

Making a study o f historical process it is evident that the conscious marketing

activities targeted at the unique embodiment of national, regional or
civic management identities and at the presentation of these identities to the
markets for approval goes back to many years prior to the present day. Just as
in the past, the destinations standing at the core of tourism activities make huge
efforts to get a share from the current market or to increase their market
shares, to make a difference in accordance with economic, political and
socio-psychological motives. Similar to any other product, a destination is required
to thoroughly explicate its components and to settle and direct the meanings of
them in order to succeed in its marketing activities. In this paper the relationship
between tourism and destination, destination marketing, destination resources
which create value in marketing, international fairs as the elements of
attraction far destinations, the impact of fairs and destination brands on
tourist loyalty will be analyzed through the case of İzmir and the fairs
organized in İzmir. İzmir’s marketable
equities and the positioning of International İzmir Fairs will also he
mentioned.

Keywords

Trade Fairs, Destination Branding, Brand Exposure Mediums, Marketable Equities, İzmir City Case

References

• AKBAY, H.O. (1997). Uluslararası Pazarlamada Önemli Bir Promosyon Aracı Fuarlar. Ankara:Igeme.