Konaklama İşletmelerinin Kurumsal İletişim Yönetimi Çerçevesinde Ticari Fuarlara Katılımına Yönelik Bir Model Önerisi

Çalışmada,konaklama işletmelerinin kurumsal iletişim yönetimi çerçevesinde turizmfuarlarına katılımına yönelik bir model önerisi geliştirilmesi amaçlanmıştır.Araştırmanın evrenini Travel Turkey ve EMITT (Doğu Akdeniz Uluslararası Turizmve Seyahat Fuarı) fuarına katılan 410 konaklama işletmesi oluşturmuştur.Araştırmada veriler fuar esnasında yüz yüze anket uygulaması ve katılımcıgözlem tekniği ile toplanmıştır. Araştırma sonucunda konaklama işletmelerininkurumsal iletişim davranış göstermesi üzerindeki en önemli faktörün fuarakatılım şekli olduğu tespit edilmiştir. Fuara tekil olarak katılım gösterenişletmelerin, fuara katılım sürecinde kurumsal iletişim davranışlarını dahabaşarılı bir şekilde sergiledikleri tespit edilmiştir. Araştırma sonucundakonaklama işletmelerinin turizm fuarlarına katılımına yönelik üç temel aşamadan(fuar öncesi, fuar esnası ve fuar sonrası) oluşan bir model geliştirilmiştir.

A Model Proposal for Accommodation Establishment’s Trade Fairs Participation within the Framework of Corporate Communication Management

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.

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