Effect of Trade Show Performance on Behavioral Intention: The Case of Travelexpo Ankara

Abstract

Participation in trade shows is considered as an important source of competitive advantage in promoting the company, gaining new customers and increasing its market share. In this research, it is aimed to determine the effect of trade show performance perception levels of the companies/organizations participating in the trade show organization on behavioral intention. The universe of the research consists of companies/organizations participating in the Travelexpo 5. International Ankara Tourism and Travel Fair (2022). A face-to-face survey form was prepared for the participating companies in the fair organization. Research data were analyzed using SPSS 22.00 package program. According to the results of the research, the factors related to the trade show performance; gathered under four factors: “information gathering/selling, image creation, motivation and relationship building”. As a result of this research, it was revealed that the trade show performance perception levels of the participants had a positive and high effect on their behavioral intentions. There was no significant difference between the frequency of participation in the trade shows and their positions in the business and the trade show performance perception levels of the participants.