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

Kaynakça

1. Agafonoff, N. (2006). Adapting ethnographic research methods to ad hoc commercial market research. Qualitative Market Research: An International Journal, 9(2), 115-125.
2. Bathelt, H. ve Schuldt, N. (2008). Between luminaires and meat grinders: International trade fairs as temporary clusters. Regional Studies, 42(6), 853-868.
3. Blythe, J. (1997). Does size matter? Objectives and measures at UK trade exhibitions. Journal of Marketing Communications, 3(1), 51-59.
4. Blythe, J. (1999). Learning by doing - frequency of exhibiting at UK trade exhibitions. Journal of Marketing Communications, 5(4), 207-221.
5. Bonoma, T. V. (1983). Get more out of your trade shows. Harvard Business Review, 61(1), 75-83.
6. Bozkurt, R. (2002). Süreç İyileştirme. Ankara: Milli Prodüktivite Merkezi Yayınları.
7. Browning, J. M. ve Adams, R. J. (1988). Trade shows: An effective promotional tool for the small industrial business. Journal of Small Business Management, 26(4), 31-36.
8. Carman, J. M. (1968). Evaluation of trade show exhibitions. California Management Review, 11(2), 35-44.

9. Cavanaugh, S. (1976). Setting objectives and evaluating the effectiveness of trade show exhibits. The Journal of Marketing, 40(4), 100-103.
10. Celep, D. S. (2008). Pazarlama İçinde Fuarcılığın Yeri, İşletmelerin Fuarcılık Faaliyetine Bakışı ile İlgili Bir Uygulama. (Yayınlanmamış yüksek lisans tezi), Marmara Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
11. Chiou, J. S., Hsieh, C. H. ve Shen, C. C. (2007). Product innovativeness, trade show strategy and trade show performance: The case of Taiwanese global information technology firms. Journal of Global Marketing, 20(2-3), 31-42.
12. Cordente-Rodriguez, M., Mondéjar-Jiménez, J. A. ve Gázquez-Abad, J. C. (2011). Evolution of fair business performance as a tool of marketing in Spain. The Review of Business Information Systems, 15(5), 1-9.
13. Dekimpe, M. G., Francois, P., Gopalakrishna, S., Lilien, G. L. ve Van den Bulte, C. (1997). Generalizing about trade show effectiveness: A cross-national comparison. The Journal of Marketing, 61(4), 55-64.
14. Ely, T. (1994). How to use trade shows in economic development. Economic Development Review, 12(4), 88-91.
15. EMITT (2017). http://www.emittistanbul.com/emitt-hakkinda-2/katilim-istatistikleri/ (Erişim Tarihi: 01.08.2017)
16. Florio, M. (1994). Fair trades by trade fairs: information providing institutions under monopolistic competition. Small Business Economics, 6(4), 267-281.
17. Fu, H., Yang, G. ve Qi, Y. (2007). Factors affecting trade show effectiveness for Chinese small and medium-sized exporters. International Management Review, 3(3), 84-96.
18. Geigenmüller, A. ve Bettis-Outland, H. (2012). Brand equity in B2B services and consequences for the trade show industry. Journal of Business & Industrial Marketing, 27(6), 428-435.
19. Gopalakrishna, S. ve Lilien, G. L. (1995). A three-stage model of industrial trade show performance. Marketing Science, 14(1), 22-42.
20. Gopalakrishna, S., Lilien, G. L., Williams, J. D. ve Sequeira, I. K. (1995). Do trade shows pay off?. The Journal of Marketing, 59(3), 75-83.
21. Gregory, S. ve Breiter, D. (2001). Trade show managers: Profile in technology usage. Journal of Convention & Exhibition Management, 3(3), 63-76.
22. Hansen, K. (1996). The dual motives of participants at international trade shows: An empirical investigation of exhibitors and visitors with selling motives. International Marketing Review, 13(2), 39-53.
23. Hansen, K. (2004). Measuring performance at trade shows: Scale development and validation. Journal of Business Research, 57(1), 1-13.
24. Herbig, P., O’Hara, B. ve Palumbo, F. A. (1998). Trade show: who, what, why. Marketing Intelligence & Planning, 16(7), 425-435.
25. Kerin, R. A. ve Cron, W. L. (1987). Assessing trade show functions and performance: An exploratory study. The Journal of Marketing, 51(3), 87-94.
26. Kirchgeorg, M., Springer, C. ve Kästner, E. (2009). Objectives for successfully participating in trade shows. Journal of Business & Industrial Marketing, 25(1), 63-72.
27. Kozak, N. (2005). The expectations of exhibitors in tourism, hospitality, and the travel industry: A case study on East Mediterranean Tourism and Travel Exhibition. Journal of Convention & Event Tourism,7(3-4), 99-116.
28. Lee, C. H. ve Kim, S. Y. (2008). Differential effects of determinants on multi-dimensions of trade show performance: By three stages of pre-show, at-show, and post-show activities. Industrial Marketing Management, 37(7), 784-796.
29. Lee, M. J., Yeung, S. ve Dewald, B. (2010). An exploratory study examining the determinants of attendance motivations as perceived by attendees at Hong Kong exhibitions. Journal of Convention & Event Tourism, 11(3), 195-208.
30. Ling-Yee, L. (2010). Antecedents and effect of internet implementation for trade shows. Journal of Business & Industrial Marketing, 25(4), 272-283.
31. Milner, L. M. (2009). Consumer behavior at an industrial travel show. Tourism Review, 64(4), 4-11.
32. Munuera, J. L. ve Ruiz, S. (1999). Trade fairs as services: A look at visitors’ objectives in Spain. Journal of Business Research, 44(1), 17-24.
33. Palumbo, F. ve Herbig, P. A. (2002). Trade shows and fairs: An important part of the international promotion mix. Journal of Promotion Management, 8(1), 93-108.
34. Palumbo, F., O'Hara, B. ve Herbig, P. (1998). Differences between international and domestic trade show exhibitors. Academy of Marketing Studies Journal, 2(2), 1-14.
35. Pinar, M., Rogers, J. D. ve Baack, D. (2002). An examination of trade show participation in a developing country: An exploratory study in Turkey. Journal of Euromarketing, 11(3), 33-52.
36. Pizam, A. (1990). Evaluating the effectiveness of travel trade shows and other tourism sales-promotion techniques. Journal of Travel Research, 29(1), 3-8.
37. Ponzurick, T. G. (1996). International buyers perspective toward trade shows and other promotional methods. Journal of Marketing Theory and Practice, 4(1), 9-19.
38. Poorani, A. A. (1996). Trade-show management: Budgeting and planning for a successful event. The Cornell Hotel and Restaurant Administration Quarterly, 37(4), 77-84.
39. Ramsaran-Fowdar, R. (2004). Industrial trade shows: A study of related activities. Indian Institute of Management Bangalore Management Review, 16(3), 44-55.
40. Rice, G. ve Almossawi, M. (2002). A study of exhibitor firms at an Arabian gulf trade show: Goals, selection criteria and perceived problems. Journal of Global Marketing, 15(3-4), 149-172.
41. Rittichainuwat, B. ve Mair, J. (2012). An exploratory study of attendee perceptions of green meetings. Journal of Convention & Event Tourism, 13(3), 147-158.
42. Rosson, P. J. ve Seringhaus, F. R. (1995). Visitor and exhibitor interaction at industrial trade fairs. Journal of Business Research, 32(1), 81-90.
43. Seringhaus, F. R. ve Rosson, P. J. (2001). Firm experience and international trade fairs. Journal of Marketing Management, 17(7-8), 877-901.
44. Sharland, A. ve Balogh, P. (1996). The value of nonselling activities at international trade shows. Industrial Marketing Management, 25(1), 59-66.
45. Shipley, D., Egan, C. ve Wong, K. S. (1993). Dimensions of trade show exhibiting management. Journal of Marketing Management, 9(1), 55-63.
46. Shoham, A. (1992). Selecting and evaluating trade shows. Industrial Marketing Management, 21(4), 335-341.
47. Shoham, A. (1999). Performance in trade shows and exhibitions: A synthesis and directions for future research. Journal of Global Marketing, 12(3), 41-57.
48. Skallerud, K. (2010). Structure, strategy and performance of exhibitors at individual booths versus joint booths. Journal of Business & Industrial Marketing, 25(4), 259-267.
49. Smith, T. M. ve Smith, P. M. (1999). Distributor and end-user trade show attendance objectives: An opportunity for adaptive selling. Forest Products Journal, 49(1), 23-29.
50. Smith, T. M., Gopalakrishna, S. ve Smith, P. M. (2004). The complementary effect of trade shows on personal selling. International Journal of Research in Marketing, 21(1), 61-76.
51. Smith, T. M., Hama, K. ve Smith, P. M. (2003). The effect of successful trade show attendance on future show interest: Exploring Japanese attendee perspectives of domestic and offshore international events. Journal of Business & Industrial Marketing, 18(4-5), 403-418.
52. Tanford, S., Montgomery, R. ve Nelson, K. B. (2012). Factors that influence attendance, satisfaction, and loyalty for conventions. Journal of Convention & Event Tourism, 13(4), 290-318.
53. Tanner, J. F. (1994). Adaptive selling at trade shows. Journal of Personal Selling & Sales Management, 14(2), 15-23.
54. Tanner, J. F. (2002). Leveling the playing field: Factors influencing trade show success for small companies. Industrial Marketing Management, 31(3), 229-239.
55. Tanner, J. F. ve Chonko, L. B. (2002). Using trade shows throughout the product life cycle. Journal of Promotion Management, 8(1), 109-125.
56. TRAVELTURKEY (2017). http://www.travelturkey-expo.com/katilimci_listesi.html (Erişim Tarihi: 01.08.2017)
57. Ürper, Y. ve Besler, S. (2013). İşletme Fonksiyonları. Eskişehir: Anadolu Üniversitesi Açık Öğretim Fakültesi Yayınları.
58. Vanderleest, H. W. (1994). Planning for international trade show participation: A Practitioner’s Perspective. SAM Advanced Management Journal, 59(4), 39-44.
59. Wu, J., Lilien, G. L. ve Dasgupta, A. (2008). An exploratory study of trade show formation and diversity. Journal of Business-to-Business Marketing, 15(4), 397-424.
60. Yuksel, U. ve Voola, R. (2010). Travel trade shows: Exploratory study of exhibitors' perceptions. Journal of Business & Industrial Marketing, 25(4), 293-300.