INTERNATIONAL FAIRS AS A BRAND EXPOSURE MEDIUM İN DESTINATION BRANDING: İZMİR (SMYRNA) CITY CASE AND IZFAS INTERNATIONAL FAIRS

Authors : Nahit Erdem KOKER, Aylin GÖZTAŞ

Pages : 299-320

View : 11 | Download : 7

Publication Date : 2007-01-01

Article Type : Other Papers

Abstract :Normal 0 false false false EN-US JA X-NONE /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin:0cm; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:12.0pt; font-family:Cambria; mso-ascii-font-family:Cambria; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Cambria; mso-hansi-theme-font:minor-latin;} Making a study o f historical process it is evident that the conscious marketing activities targeted at the unique embodiment of national, regional or civic management identities and at the presentation of these identities to the markets for approval goes back to many years prior to the present day. Just as in the past, the destinations standing at the core of tourism activities make huge efforts to get a share from the current market or to increase their market shares, to make a difference in accordance with economic, political and socio-psychological motives. Similar to any other product, a destination is required to thoroughly explicate its components and to settle and direct the meanings of them in order to succeed in its marketing activities. In this paper the relationship between tourism and destination, destination marketing, destination resources which create value in marketing, international fairs as the elements of attraction far destinations, the impact of fairs and destination brands on tourist loyalty will be analyzed through the case of İzmir and the fairs organized in İzmir. İzmir’s marketable equities and the positioning of International İzmir Fairs will also he mentioned.
Keywords : Trade Fairs, Destination Branding, Brand Exposure Mediums, Marketable Equities, İzmir City Case