Business Travel Motivations and Objectives of Trade Fairs Visitors: Experience From the Trade Fairs in Thessaloniki, Greece

This research investigates the motivations and objectives of visitor participation in trade fairs in Thessaloniki. In particular, the trend of combining professional goals with the entertainment of visitors is investigated. The aim of the research is to determine whether the inclination to blend economic goals with entertainment is a shared characteristic among attendees of all trade fair events, or if it varies in any manner. Mixed methods research was used: quantitative research (1,066 participants) and in-depth interviews (51 participants). In order to comprehensively understand phenomena and ensure validity, the triangulation approach was used. The results showed that the type of trade fair is related to visitors' participation objectives. Specifically, the reason for visiting the trade fairs addressed to the general public is mainly entertainment, while those of the specialized sectoral trade fairs are mainly business-related. However, even in the sectoral trade fairs there is a significant percentage in several cases that mentions fun-entertainment as an objective. These results are of great research importance, but also of managerial importance, both for the trade fair organizers and for the local tourism development agencies.