From Trade Fairs to Urban Development: Exploring Destination Loyalty and City Branding Through the Thessaloniki International Fair
This study examines how participation in the Thessaloniki International Fair (T.I.F.) influences exhibitors’ satisfaction and loyalty toward the host city of Thessaloniki. It investigates factors such as event organization, logistical support, business networking opportunities, and exhibitors’ inter...
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| Format: | Article |
| Language: | English |
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MDPI AG
2025-02-01
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| Series: | Urban Science |
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| Online Access: | https://www.mdpi.com/2413-8851/9/3/65 |
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| author | Dimitris Kourkouridis Asimenia Salepaki |
| author_facet | Dimitris Kourkouridis Asimenia Salepaki |
| author_sort | Dimitris Kourkouridis |
| collection | DOAJ |
| description | This study examines how participation in the Thessaloniki International Fair (T.I.F.) influences exhibitors’ satisfaction and loyalty toward the host city of Thessaloniki. It investigates factors such as event organization, logistical support, business networking opportunities, and exhibitors’ interactions with local infrastructure and services. Using social exchange theory (S.E.T.) as a framework, this research investigates how positive exchanges, including cultural experiences, local hospitality, and professional interactions at the fair, drive destination loyalty. A mixed-methods approach was used, combining quantitative surveys and qualitative interviews with German exhibitors, to capture comprehensive insights into the factors shaping their perceptions. Results indicate high satisfaction with Thessaloniki’s cultural and culinary offerings, with local hospitality emerging as a significant factor in fostering emotional connections and loyalty intentions. However, transportation and accessibility were identified as areas for improvement, as these logistical issues detract from the overall experience and impose perceived ‘costs’ within the exchange. The findings highlight these factors’ roles in shaping destination loyalty and offer actionable recommendations for improving exhibitor experiences. The findings emphasize the broader implications for urban development, highlighting how trade fairs can serve as catalysts for city branding and infrastructural improvements, thereby strengthening Thessaloniki’s position in the competitive M.I.C.E. tourism sector. |
| format | Article |
| id | doaj-art-2b550af40cd54c46a19db24b6cef46df |
| institution | Kabale University |
| issn | 2413-8851 |
| language | English |
| publishDate | 2025-02-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Urban Science |
| spelling | doaj-art-2b550af40cd54c46a19db24b6cef46df2025-08-20T03:44:03ZengMDPI AGUrban Science2413-88512025-02-01936510.3390/urbansci9030065From Trade Fairs to Urban Development: Exploring Destination Loyalty and City Branding Through the Thessaloniki International FairDimitris Kourkouridis0Asimenia Salepaki1School of Spatial Planning and Development, Aristotle University of Thessaloniki, 54124 Thessaloniki, GreeceBusiness and Exhibition Research and Development Institute, 54636 Thessaloniki, GreeceThis study examines how participation in the Thessaloniki International Fair (T.I.F.) influences exhibitors’ satisfaction and loyalty toward the host city of Thessaloniki. It investigates factors such as event organization, logistical support, business networking opportunities, and exhibitors’ interactions with local infrastructure and services. Using social exchange theory (S.E.T.) as a framework, this research investigates how positive exchanges, including cultural experiences, local hospitality, and professional interactions at the fair, drive destination loyalty. A mixed-methods approach was used, combining quantitative surveys and qualitative interviews with German exhibitors, to capture comprehensive insights into the factors shaping their perceptions. Results indicate high satisfaction with Thessaloniki’s cultural and culinary offerings, with local hospitality emerging as a significant factor in fostering emotional connections and loyalty intentions. However, transportation and accessibility were identified as areas for improvement, as these logistical issues detract from the overall experience and impose perceived ‘costs’ within the exchange. The findings highlight these factors’ roles in shaping destination loyalty and offer actionable recommendations for improving exhibitor experiences. The findings emphasize the broader implications for urban development, highlighting how trade fairs can serve as catalysts for city branding and infrastructural improvements, thereby strengthening Thessaloniki’s position in the competitive M.I.C.E. tourism sector.https://www.mdpi.com/2413-8851/9/3/65destination loyaltysocial exchange theoryM.I.C.E. tourismexhibitor satisfactiontrade fairs |
| spellingShingle | Dimitris Kourkouridis Asimenia Salepaki From Trade Fairs to Urban Development: Exploring Destination Loyalty and City Branding Through the Thessaloniki International Fair Urban Science destination loyalty social exchange theory M.I.C.E. tourism exhibitor satisfaction trade fairs |
| title | From Trade Fairs to Urban Development: Exploring Destination Loyalty and City Branding Through the Thessaloniki International Fair |
| title_full | From Trade Fairs to Urban Development: Exploring Destination Loyalty and City Branding Through the Thessaloniki International Fair |
| title_fullStr | From Trade Fairs to Urban Development: Exploring Destination Loyalty and City Branding Through the Thessaloniki International Fair |
| title_full_unstemmed | From Trade Fairs to Urban Development: Exploring Destination Loyalty and City Branding Through the Thessaloniki International Fair |
| title_short | From Trade Fairs to Urban Development: Exploring Destination Loyalty and City Branding Through the Thessaloniki International Fair |
| title_sort | from trade fairs to urban development exploring destination loyalty and city branding through the thessaloniki international fair |
| topic | destination loyalty social exchange theory M.I.C.E. tourism exhibitor satisfaction trade fairs |
| url | https://www.mdpi.com/2413-8851/9/3/65 |
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