An Evaluation for Participation Motivations of Professional and Non-Professional Visitors: The Case of Travel Turkey İzmir Fair

Year 2019, Volume: 14 Issue: 55, 329 - 338, 31.07.2019

Sila Karacaoğlu Ayşe Nevin Sert

https://doi.org/10.19168/jyasar.562830

Abstract

One of the major factors
that enable the maximization of the benefits of fairs the importance of which
is increasing day by day is the determination of the motivations and
satisfaction perceptions of the participants. In this context, the study has
two main objectives. The first objective is to determine the differences
between (1) visitors working in different sectors of the tourism industry as
professionals who have come to the Travel Turkey Izmir Fair (2018) and (2) the
motivations of visitors who have the potential to participate in tourism
activities. The second aim is to examine the relationship between these two
different visitor types’ satisfaction perception, intention to recommend and
intention to revisit. As a result of the survey conducted with 317 visitors
participating in the Travel Turkey Fair (2018), it was determined that the main
reasons for the participation of all the visitors in the fair were the elements
of purchasing, socialization and tourism theme. When the results are examined
separately in terms of professional and non-professional, it is noteworthy that
the motivations differ. It has been determined that professional visitors
participate the fair for seminars, purchasing, ongoing information search
purposes while non-professional visitors  participated for tourism theme, socialization
and escape motivations. The overall satisfaction of the Travel Turkey Izmir
Fair (2018) was very high when the relationship between overall satisfaction,
intention to revisit and intention to recommend were examined, likewise it was
also concluded that the intention to revisit and intention to recommend was
also high. On the other hand, there was a moderate positive relationship
between the overall satisfaction, intention to revisit and intention to
recommend. Furthermore, a strong and positive relationship was determined
between the intention to revisit and intention to recommend. The study
concludes with suggestions for trade fair organizers to increase the number of
visitors to fairs in future years.

Keywords

Fair, Visitor, Motivation, Behavioral Intention

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