Examining the relationship between fair performance, service perception, perceived value and behavioural intention

Fair organizations are considered as important marketing and promotional environments for businesses. In the fairs organizations, companies participate in panels, seminars and conferences organized for the sector in order to test new products, reach potential customers and learn about technological developments. It also positively affects the image of the region, allowing it to become a potential tourism destination. Therefore, the benefits of the fairs to the participating companies, to the region where they are organized and to the enterprises operating in the relevant sector are very important. Participating companies are customers for organizers. The experience and benefit of the exhibitors from the fair organizations is important in terms of affecting their opinions about the fair. In this study, it was aimed to examine the relationships between fair performance, service perception, perceived value and behavioural intention of the fair participants. For research, data was collected by using a survey technique. 842 companies that opened stands at the EMITT 2020 fair were included in the research and feedback was received from 362 companies. The collected data were analysed with normal distribution, validity, reliability, exploratory and confirmatory factor analyses. The hypotheses that reveal the relationships between the variables used in the study were tested by path analysis on the basis of the research model. According to the findings, it was determined that fair performance positively affected perceived value and behavioural intention. It has been determined that the perception of fair service also affects the fair performance but not the behavioural intention. In addition, it has been revealed that perceived value has a mediating effect on the effect of fair performance on behavioural intention. Keywords: Fair organizations, tourism fairs, exhibitors, EMITT.