Title:
Significance of Exhibition Events Participation as a Tool for Tourism Industry Promotion in Nairobi City County Kenya

Authors:
Juliet Magoma Mesa, Kenya

Abstract:

The exhibition sector is thriving all over the world as a crucial promotional tool that gives businesses a chance to accomplish their marketing goals and objectives. The purpose of this study was to determine the value of exhibition event participation as a vehicle for promoting the tourism sector in Nairobi City County, Kenya. 384 individuals were chosen by simple random sampling for primary data collection using questionnaires. To get qualitative information from purposefully selected exhibition managers and organizers, interview schedules were used. Both quantitative and qualitative methodologies were utilized to analyze the collected data. According to the study's findings, 84.3% of respondents engage in tourist and leisure activities while going to exhibition events. Additionally, the inferential statistics demonstrate that exhibition events can be used to create additional demand for tourism and hospitality products and services at a mean score strength of 4.67; increase visitor numbers at 4.62; stimulate travel for lots of people at 4.48; create the country's tourism brand awareness at 4.08; and advertise a country’s tourism offering at 4.05. To increase the attractiveness and competitiveness of the sector, this study suggests that Kenya's Ministry of Tourism, Wildlife, and Heritage, the private sector, and all other stakeholders in the exhibition sector need to integrate exhibition events into their tourism promotion plans.

DOI: http://dx.doi.org/10.51505/ijaemr.2023.8504