From Trade Fairs to Urban Development: Exploring Destination Loyalty and City Branding Through the Thessaloniki International Fair

This study examines how participation in the Thessaloniki International Fair (T.I.F.) influences exhibitors’ satisfaction and loyalty toward the host city of Thessaloniki. It investigates factors such as event organization, logistical support, business networking opportunities, and exhibitors’ interactions with local infrastructure and services. Using social exchange theory (S.E.T.) as a framework, this research investigates how positive exchanges, including cultural experiences, local hospitality, and professional interactions at the fair, drive destination loyalty. A mixed-methods approach was used, combining quantitative surveys and qualitative interviews with German exhibitors, to capture comprehensive insights into the factors shaping their perceptions. Results indicate high satisfaction with Thessaloniki’s cultural and culinary offerings, with local hospitality emerging as a significant factor in fostering emotional connections and loyalty intentions. However, transportation and accessibility were identified as areas for improvement, as these logistical issues detract from the overall experience and impose perceived ‘costs’ within the exchange. The findings highlight these factors’ roles in shaping destination loyalty and offer actionable recommendations for improving exhibitor experiences. The findings emphasize the broader implications for urban development, highlighting how trade fairs can serve as catalysts for city branding and infrastructural improvements, thereby strengthening Thessaloniki’s position in the competitive M.I.C.E. tourism sector.