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A Study of Exhibitor Firms at a Tourism Trade Show

International Journal of Marketing and Business Communication

Volume 2 Issue 2

Published: 2013
Author(s) Name: Shobha Menon, Manoj Edward | Author(s) Affiliation: Cochin University of Science and Technology, Cochin, India
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Abstract

Trade fairs are fastly becoming a very popular marketing communication tool. Participating in trade shows is an increasingly important marketing activity for many companies in the tourism industry. The purpose of this paper is to highlight the usefulness of trade shows and the special nature of travel trade shows and to highlight the different objectives for firms to exhibit. The 7th edition of the Kerala Travel Mart (KTM), Cochin, the first destination specific tourism trade show in India, provided a focus for a study of exhibit objectives in an emerging market. A survey was conducted among exhibitors to KTM12 in September 2012 and the results analyzed and compared with findings of similar studies in other countries.

Keywords: Travel Trade shows/exhibitions, Objectives, Motivations, Exhibitors, Kerala

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