Fair visitors' experience from the perspective of spatial stimuli

Nowadays, MICE, embracing meetings, incentives, conventions and exhibitions, is a global industry that provides billions of dollars of added value to the regions where such events are organized. Exhibitions are one of the marketing tools that have been invested in significant amounts. In today's exhibition industry, participating companies try to attract potential buyers as professional visitors to the venues and fulfil their brand promises. In fair environments, companies attempt to enrich their promises to their visitors through influencing their spatial experience with the help of spatial stimuli. From the perspective of research purposes, it is, therefore, important to detect the reactions and behaviors of visitors in relation to fair venues and their spatial configurations. This research aims to investigate how spatial stimuli in general atmosphere and boothspaces of fair venues shape participants' experiences. In order to reach a theoretical model to be created at the end of the study, observation and interview, which are among the tools used in qualitative research methods, and also a visitor counting technique were used in data collection. The determinants of visitor experience and behavior were revealed with the results obtained from the data collected from the ShoeExpo, Marble Fair, Travel Turkey and MINEX fairs whic are organized in FuarIzmir. At first, different models, according to the primary data, were created for each fair organisation. Based on these classifications, a general theoretical model with a holistic approach, was developed at the end of the research. This model is classified to include three phases: pre-, during and post-visit. Spatial stimuli, visitors' experiences in boothspaces, reactions inside booths and post-visit behaviors were examined in line with the aims of the research. In the developed model, physical and social space stimuli and metaphorical and complementary elements were emphasized during the visit. These stimuli affect how visitors perceive their in-stand experience. Visitors develop cognitive, emotional and physical responses to these perceived stimuli. These stimulants are limited based on some features originating from visitors. For example, features such as previous experience and planned visitation, in particular, minimize the effect of physical stimuli. As a result of all this, the visitor tends to develop some behaviors after the experience period is over. The research also sheds light on the determination of these behaviors. Keywords: Exhibition Venues, MICE Events, Spatial Experience, Spatial Stimuli, Visitor Behavior