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

Abstract

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.

1. Introduction

The M.I.C.E. (Meetings, Incentives, Conferences, Exhibitions) sector is a major driver of tourism and economic development, offering host destinations the opportunity to demonstrate their infrastructure, services, and cultural appeal to international business travelers [1,2,3]. Within this sector, trade fairs are vital platforms for promoting business-to-business (B2B) exchanges, enhancing international collaboration, and boosting local tourism [4,5,6,7]. Beyond their economic significance, trade fairs have a transformative potential for urban development, as they often necessitate investments in city infrastructure, transportation networks, and cultural programming, contributing to sustainable city growth. The Thessaloniki International Fair (T.I.F.), Greece’s premier trade fair event, has consistently leveraged these opportunities through its Honored Country program, an initiative designed to strengthen international relations by featuring a different country each year as an honored exhibitor [7]. This study contributes to the discourse on urban development by exploring the intersection of trade fairs, city branding, and destination loyalty in Thessaloniki, thereby providing actionable recommendations for city planners and policymakers aiming to leverage M.I.C.E. tourism for sustainable urban growth.

This study explores the views of participants in the Honored Country program at the T.I.F., with a particular focus on their perceptions of the event and the host destination of Thessaloniki. The longitudinal nature of the research is crucial, as each year a different country is honored, providing insights into how different cohorts of exhibitors evaluate their experiences at the T.I.F. In the previous edition, exhibitors from the United Arab Emirates participated as the Honored Country [7], while the 88th edition of the fair featured exhibitors from Germany. By focusing on German exhibitors, this study builds on prior research by expanding the understanding of how cultural and professional contexts influence exhibitors’ satisfaction and loyalty. This approach provides additional insights into the factors driving destination loyalty in the M.I.C.E. sector, particularly in the context of Thessaloniki’s Honored Country program. By analyzing the experiences and satisfaction of these participants, this study aims to uncover trends in how trade fair participation influences exhibitors’ destination loyalty.

Rather than conducting direct hypothesis testing, this study introduces a conceptual framework to explore the dynamics of exhibitor satisfaction and destination loyalty. Specifically, the proposed hypotheses serve as a foundation for future research, focusing on three key aspects: (1) the relationship between exhibitor satisfaction and loyalty intentions; (2) the mediating role of local hospitality and cultural experiences in shaping these outcomes; and (3) the impact of logistical challenges, such as transportation, on satisfaction and loyalty intentions. Future studies could empirically test these hypotheses to further examine the intricate relationship between event-related experiences and destination loyalty.

Destination loyalty—defined by the likelihood that exhibitors will recommend the host city and return as leisure tourists—has become an important area of study within tourism research, particularly in relation to the business travel sector [8]. Given that this study does not conduct inferential statistical analysis, the proposed hypotheses serve as part of a conceptual framework to guide future empirical research. These hypotheses provide a structured framework to examine the complex interplay between event-related experiences and destination loyalty.

The findings from this research will provide valuable insights into how different Honored Country participants perceive their participation over time and how these perceptions impact their overall satisfaction with Thessaloniki as a trade fair and tourism destination. Testing these hypotheses allows for deeper insights into specific drivers of satisfaction and loyalty, offering actionable recommendations for event organizers and local tourism stakeholders. Moreover, this study’s longitudinal analysis will offer practical recommendations for event organizers and local tourism stakeholders on how to improve the experience of future participants, ensuring that Thessaloniki continues to attract and retain international exhibitors in the competitive global M.I.C.E. industry.

2. Literature Review

2.1. Social Exchange Theory and Destination Loyalty

Social exchange theory (S.E.T.) has been a cornerstone in tourism studies for understanding the interactions between visitors and host communities. It is a sociological framework that focuses on the social interactions involved in travel [9]. This perspective, which has evolved over time in the field of sociology [10,11,12,13], seeks to understand the exchange of resources between individuals and groups within specific contexts of interactions and relationships. S.E.T. is particularly applicable in M.I.C.E. tourism, where business events serve as platforms for reciprocal exchanges of cultural, social, and economic value [14,15]. Cropanzano and Mitchell [16] provide an interdisciplinary review of S.E.T., highlighting its applications across various contexts, including tourism, where reciprocal exchanges play a vital role in fostering loyalty and trust. Recent studies emphasize its role in understanding stakeholder dynamics and co-creation of value within trade fairs [17].

S.E.T. is particularly well-suited to answering this study’s research questions, as it aligns with the objective of exploring how exhibitors’ experiences at the Thessaloniki International Fair (T.I.F.) influence their satisfaction and loyalty. By evaluating perceived benefits (e.g., cultural and professional exchanges) against costs (e.g., logistical challenges), the framework captures the drivers of trust and reciprocity, which are central to understanding destination loyalty. This application enables this study to assess both tangible and intangible dimensions of exhibitors’ experiences, such as infrastructure quality, local hospitality, and emotional connections, offering a comprehensive perspective on the factors shaping loyalty. Ahmad et al. [18] emphasize the enduring relevance of S.E.T. in tourism studies, discussing how assessing costs and benefits enables a deeper understanding of stakeholder perceptions in events like trade fairs.

The theory’s application to tourism began in the early 1980s [19,20], with Ap [9] later introducing a social exchange model adapted for the tourism context. This framework suggests that social interactions involve actors exchanging resources to gain mutual benefits. Both positive and negative perceptions of travel are influenced by the assessment of the perceived costs and benefits associated with it.

Trust is a key aspect of social exchange and is a precursor to potential loyalty [10,21,22,23]. In the M.I.C.E. context, trust emerges not only through professional networking, but also through the quality of interpersonal interactions and the perceived fairness of exchanges during events [24,25]. Harris and Goode [23] underline the pivotal role of trust in fostering loyalty, particularly when exchanges are perceived as fair and equitable. It is influenced by emotional experiences at the destination, including infrastructure, services, and interactions with locals [26,27]. Trust is linked to destination image and visitor satisfaction, which in turn affects destination loyalty [10,28]. Farhana [22] further explores the relationship between trust and value co-creation, emphasizing its importance in reinforcing loyalty in tourism settings. Satisfied visitors are more likely to recommend the destination and revisit, reinforcing the relationship between satisfaction, trust, and loyalty [7,8,29,30].

In the M.I.C.E. sector, and specifically within trade fairs, the application of S.E.T. helps explain how participants form perceptions about the host destination. These perceptions are shaped by a combination of business interactions at the event, the quality of infrastructure and services, and social exchanges with residents and event organizers. Adongo et al. [21] highlight the dynamics of “give and take” in festival settings, where positive exchanges between stakeholders contribute to stronger loyalty intentions. When exhibitors perceive the exchanges to be positive, they are more likely to develop destination loyalty, which encompasses both their intention to revisit the destination and to recommend it to others [7,8].

Previous research on destination loyalty in the context of trade fairs has shown that exhibitors’ satisfaction is closely tied to their experiences at the event and their interactions with the host city’s tourism infrastructure [7,31]. This study specifically examines exhibitors’ satisfaction and loyalty within the T.I.F. Honored Country program, providing a deeper understanding of how trade fair participation influences loyalty intentions. By focusing on factors such as event organization, local hospitality, and available infrastructure, this research highlights key elements that drive exhibitors’ positive perceptions and long-term loyalty to Thessaloniki as a competitive M.I.C.E. destination.

2.2. Thessaloniki International Fair and the Honored Country Program

Trade fairs are critical venues for business-to-business (B2B) networking and professional exchanges, where suppliers, distributors, and related service providers gather in a single location to showcase their products or services, typically centered around a specific industry or discipline. Beyond their business function, trade fairs also significantly enhance the tourism appeal of the host destination [4,5,6,7,32]. Exhibitor satisfaction is determined by multiple factors, including the quality of the event, the effectiveness of business meetings, and the overall tourism experience in the host city [33]. While trade fair organizers focus on creating successful events, exhibitors’ long-term loyalty to the destination is also influenced by their broader experiences with the city’s infrastructure, services, and cultural offerings [34].

Thessaloniki, a metropolitan hub with nearly one million residents, has seen rapid growth over recent decades [35]. Known for its rich history in organizing trade fairs, the city hosts the Thessaloniki International Fair, an event that has held a prominent role in trade fair culture since its inception in 1926. T.I.F.’s international focus is a hallmark, consistently attracting substantial participation from foreign entities (Kourkouridis et al., 2024 [5]). Thessaloniki’s residents also view the economic, environmental, and socio-cultural impacts of T.I.F.’s exhibition activities positively, as the fair aligns closely with the city’s economic, political, social, and cultural growth [9].

A central element of T.I.F.’s strategy to boost international engagement is the “Honored Country” program, introduced by TIF–HELEXPO S.A. in 1998. Each year, this initiative invites an official state partner, placing particular emphasis on fostering potential economic and trade partnerships. Over the years, major economies—including China, Russia, the USA, the UAE, and others—have held the Honored Country role [9]. At the 88th T.I.F. held from 7 to 15 September 2024, Germany was designated as the Honored Country, providing a platform to deepen bilateral ties and explore new economic partnerships.

Beyond economic and political significance, the Honored Country concept has a strong tourism dimension [7]. Trade fairs like T.I.F. not only serve as vital venues for business-to-business (B2B) networking and professional exchanges, but also influence the tourism appeal of the host city [4,5,6,7]. Exhibitor satisfaction is shaped by factors including event quality, business interactions, and the city’s infrastructure, services, and cultural experiences. This broader engagement drives exhibitors’ loyalty and potential return visits, reinforcing the city’s image as an attractive M.I.C.E. destination.

Through the Honored Country program, T.I.F. provides a unique setting to study how exhibitors from different nations perceive their participation, with each edition offering insights into how diverse national cohorts experience and evaluate the event and Thessaloniki itself. In the 88th edition, German exhibitors’ perspectives were gathered to explore the touristic impact of the Honored Country program, building on a previous study that examined experiences of UAE participants [7]. This approach allows for an understanding of how exhibitors’ business and tourism experiences in Thessaloniki influence their destination loyalty and satisfaction.

3. Materials and Methods

3.1. Research Design and Theoretical Model

This study adopts a mixed-methods approach to examine the views of exhibitors who participated in the Honored Country program at the Thessaloniki International Fair. This research combines quantitative and qualitative data collection methods to capture a comprehensive understanding of exhibitors’ experiences with both the trade fair and the host city of Thessaloniki. This study focuses on exhibitors from Germany, who participated as the Honored Country in the 88th edition of the T.I.F. While the sample size of 66 survey respondents and 18 interviewees is limited and does not allow for broad generalizations, it is sufficient for providing exploratory insights. The aim of this research is to identify key trends and themes rather than to offer definitive conclusions. Future research involving larger, more diverse samples is encouraged to validate and expand on these findings. This design enables an in-depth exploration of the key factors that contribute to exhibitor satisfaction and destination loyalty.

The theoretical model for this study (Figure 1) is rooted in social exchange theory and seeks to explore the perceptions of exhibitors regarding Thessaloniki as a tourist destination, particularly within the context of the 88th T.I.F. This model is consistent with the framework used in a previous study [7], allowing for a coherent examination of exhibitors’ experiences, satisfaction levels, and loyalty intentions. However, it is important to note that this study employs a descriptive research design aimed at exploring these factors rather than statistically testing the relationships depicted in the model. The arrows in Figure 1 are intended to illustrate conceptual linkages between key variables rather than to represent specific hypotheses tested in this research.

The focus of this study was to provide a detailed exploration of exhibitors’ perceptions and experiences, rather than testing causal or predictive relationships. This approach was chosen to gain foundational insights into the factors shaping satisfaction and loyalty, particularly in the context of the Thessaloniki International Fair. The chosen methodology aligns with this study’s aim of identifying key themes and areas of interest that can guide future research and policy decisions. This study’s descriptive nature also reflects the limited availability of large-scale data, which is better suited to more statistically intensive approaches.

Destination Loyalty (DL) is a primary focus of the model, capturing exhibitors’ intentions to revisit and recommend Thessaloniki. This component includes two specific aspects: the Revisit (RV) item evaluates the likelihood of exhibitors choosing Thessaloniki for future visits, while the Recommend (RC) item assesses their willingness to suggest the city to friends and family.

Central to the model is the concept of Social Exchange, which emphasizes the interactions and exchanges that occur between exhibitors and their environment. This includes the Trust (T) component, which reflects the confidence that exhibitors have in the destination and its offerings, as well as Visitors Satisfaction (VS), which measures their overall satisfaction with their experiences in Thessaloniki.

The Services and Infrastructure (SI) component evaluates the quality of various services and facilities available in Thessaloniki. This assessment encompasses multiple aspects, including transportation, accommodation, entertainment, and other tourism-related infrastructure. Exhibitors are asked to rate their overall experience of Thessaloniki as a tourist destination, the quality of transportation services, accommodation options, and the availability and quality of entertainment. Additional items assess the effectiveness of tourism infrastructure, the quality of bars and restaurants, the accessibility and diversity of shopping opportunities, and other relevant services.

The People (P) component of the model assesses the characteristics of local residents that may influence exhibitors’ experiences. This includes evaluations of local hospitality, friendliness, and professional attitudes. Furthermore, the model considers the willingness of locals to provide assistance, and the effectiveness of communication with them.

Lastly, Trade Fair Satisfaction (TFS) is another critical variable that measures exhibitors’ satisfaction with their experience at the trade fair. This includes an overall evaluation of the 88th T.I.F. and an assessment of the effectiveness and professional value of their participation in the event.

Together, these components form a comprehensive framework that aims to illuminate how German exhibitors perceive Thessaloniki during their participation in the Honored Country program. The relationships among these variables are expected to provide insights into the factors that drive satisfaction and loyalty among exhibitors. Ultimately, this research contributes to a deeper understanding of destination marketing and the effectiveness of trade fairs as platforms for enhancing tourism in Thessaloniki, building on the foundation established in a previous study [7].

3.2. Sample

The sample for this study consists of 66 exhibitors from Germany, who completed a structured questionnaire, and 18 exhibitors who participated in in-depth qualitative interviews. These participants were selected based on their involvement in the Honored Country program at the 88th T.I.F. The sample size mirrors that of the previous study [9], ensuring consistency in the research methodology.

The exhibitors represent a wide range of sectors, and this study captures their perspectives on the trade fair organization, business opportunities, and tourism experiences in Thessaloniki. All participants provided informed consent to participate in this study, which took place during and after the trade fair event.

3.3. Data Collection

A structured questionnaire was designed to gather quantitative data from the 66 exhibitors. The questionnaire was based on the theoretical framework of social exchange theory and aimed to assess the following key areas:

• Destination Loyalty (DL): The likelihood of exhibitors to revisit Thessaloniki or recommend it to others.
• Trade Fair Satisfaction (TFS): Overall satisfaction with the organization of the trade fair, including business networking opportunities and the quality of event logistics.
• Services and Infrastructure (SI): Participants’ evaluations of local services, including transportation, accommodation, and leisure activities.
• People (P): Perceptions of the hospitality, friendliness, and professionalism of Thessaloniki’s residents and service providers.

Exhibitors responded to the survey using a 5-point Likert scale. The survey was distributed both in person during the fair and via e-mail after the event to ensure high participation rates.

In addition to the quantitative data, semi-structured interviews were conducted with 18 exhibitors to explore their experiences in greater detail. These interviews were designed to provide a deeper understanding of:

• General impressions of the Thessaloniki International Fair.
• Satisfaction with business interactions, logistics, and event management.
• Feedback on local infrastructure, including transportation, accommodation, and tourism services.
• Recommendations for enhancing the Honored Country program and exhibitors’ overall experience in future fairs.

The interviews were conducted in person during the fair. Each interview was recorded with consent and subsequently transcribed for thematic analysis. Thematic analysis involves multiple stages: data familiarization, coding, theme identification, and refinement. Two independent researchers coded the transcripts to identify recurring patterns and themes, ensuring consistency. Discrepancies in coding were resolved through discussion to enhance reliability. Themes were cross-validated by linking them with findings from the quantitative survey and existing literature, ensuring methodological rigor and triangulation. This process provided a comprehensive understanding of the key factors influencing exhibitors’ satisfaction and loyalty.

3.4. Data Analysis

A structured questionnaire was designed to gather quantitative data from the 66 exhibitors, based on the theoretical framework of social exchange theory (Figure 1). The survey also examined demographic details like gender, age, and professional role, followed by participants’ travel experience within Greece and Thessaloniki. Respondents were asked to evaluate the Fair’s effectiveness, their experience in Thessaloniki, and to rate local tourism infrastructure, accessibility, and resident hospitality. Additionally, the survey assesses specific experiences, such as visits to cultural sites, shopping, dining, and nightlife, and explores perceptions of Thessaloniki’s value for money across categories like food, accommodation, and transportation. Finally, the questionnaire gauges participants’ overall impression of Thessaloniki as a tourist destination, including future travel intentions, recommendations to others, and both positive attributes and areas needing improvement.

The survey results were analyzed using percentages, which are presented in diagrams to illustrate trends and patterns across the responses. This quantitative analysis was complemented by qualitative insights from 18 in-depth interviews, which provided rich, contextual understanding of the exhibitors’ experiences and perceptions. The combination of quantitative and qualitative data ensures a more holistic understanding of the key factors influencing satisfaction and loyalty, while remaining exploratory in scope. No inferential statistical tests were conducted, as the primary aim of this study was to identify key themes rather than to produce generalizable conclusions.

The semi-structured interviews focused on gathering in-depth feedback on Thessaloniki’s appeal and areas for improvement as a tourist destination. Participants were encouraged to elaborate on Thessaloniki’s most positive characteristics, allowing insights into the unique aspects that enhance its attractiveness for international visitors. Additionally, they were asked to identify significant disadvantages and suggest improvements, which provide valuable information on areas where Thessaloniki may need to address visitor concerns to enhance its touristic potential. This qualitative approach complements the structured questionnaire, offering a richer understanding of visitor perceptions and priorities.

4. Results

4.1. Sample Profile

Table 1. Demographic characteristics of quantitative research participants.

Variable		Frequency	Percentage
Quantitative
Gender	Male	34	51.5%
	Female	32	48.5%
Age	<25	0	0.0%
	25–35	22	33.3%
	36–50	19	28.6%
	>50	25	38.1%
Position in the company	Top Executive Manager	20	30.3%
	Director/Manager	22	33.3%
	Staff	24	36.4%
Field of company activity	Production	6	9.1%
	Trade	10	15.2%
	Services	24	36.4%
	Other (e.g., NGO, Science and Technology)	26	39.3%
Qualitative
Gender	Male		61.1%
	Female		38.9%
Age	<25		0.0%
	25–35		33.3%
	36–50		44.4%
	>50		22.2%
Position in the company	Top Executive Manager		30.3%
	Director/Manager		33.3%
	Staff		36.4%
Field of company activity	Production	6	5.6%
	Trade	10	11.1%
	Services	24	44.4%
	Other (e.g., NGO, Science and Technology)	26	38.9%

presents the quantitative research participants’ demographic characteristics. The data reveal a balanced gender distribution, with a slight male majority. Most respondents are over 50 years old, followed by those aged 25–35. The majority hold high-level positions, with Top Executive Managers and Directors/Managers comprising the largest groups, while Staff roles are less common. Company activities are mainly in Services and “Other” categories, with fewer in Trade and Production. In the “Other” category, respondents mentioned fields such as NGOs, Science, and Technology. This sample suggests an older, predominantly high-class workforce concentrated in diverse industries, particularly services and specialized sectors. The same demographic characteristics are also presented in the table for the qualitative research participants, and they appear to be quite similar to those in the quantitative research.

4.2. Familiarity and Accessibility to Thessaloniki

Figure 2 shows that only 12.1% were first-time visitors to Greece, while 87.9% had been there before. For Thessaloniki, 42.4% were first-time visitors, and 57.6% had visited previously. This suggests that Greece is a familiar destination for most, but Thessaloniki is less familiar.

As shown in Figure 3, the majority of participants (72.7%) found accessibility to Thessaloniki from their country to be “Very easy”, indicating a high level of convenience in reaching the city. Another 24.2% rated accessibility as “Normal”, while a small portion, 3.1%, described it as “Difficult”. These results suggest that Thessaloniki is generally easy to access for most international visitors, though a few may encounter challenges depending on their location or available travel options.

4.3. Trade Fair Satisfaction

The results show that most participants were generally satisfied with the 88th T.I.F. and the effectiveness of their participation (Figure 4). Specifically, 57.6% rated the fair as “Good”, with 15.2% rating it as “Excellent”. For participation effectiveness, 45.5% rated it as “Good” and 15.2% as “Excellent”. While satisfaction was largely positive, fewer participants rated their experience as “Excellent”, suggesting that there is room for improvement in delivering an outstanding experience and enhancing the effectiveness of participation.

The interviewed participants shared positive feedback about the 88th T.I.F., highlighting its organization, diversity of exhibitors, and opportunities for networking as major strengths. Comments included statements like, “The fair is an excellent place to meet potential business partners” (EX.4; Male; Director-Manager), and “It offers great insights into the latest market trends” (EX.12; Female; Staff). However, others pointed out areas for improvement, such as the need for better promotional activities to attract a wider audience and more streamlined logistics to enhance the visitor experience. One participant mentioned, “More international exhibitors would make the event even more appealing” (EX.10; Male; Director-Manager), while another suggested, “Improving the layout would make it easier for visitors to navigate” (EX.7; Female; Staff). Overall, these responses reflect a blend of appreciation for the fair’s impact and suggestions for future enhancements to maximize its effectiveness.

4.4. Social Exchange

The assessments for Thessaloniki’s infrastructure and services show a generally positive perception (Figure 5). Bar-restaurants received the highest approval, with 75% rating them as excellent. Accommodation, shopping, and entertainment also performed well, with high percentages in the “Excellent” and “Good” categories. Transportation received mixed feedback, with 9.1% rating it as poor, while tourism infrastructure had more moderate ratings. A notable portion of respondents expressed uncertainty about “Other services”, with 38.7% selecting “I don’t know”. Overall, Thessaloniki’s core services are well-regarded, though there is room for improvement in transportation and lesser-known services.

The local residents of Thessaloniki were highly rated in several characteristics (Figure 6). Hospitality and friendliness received the strongest evaluations, with 54.5% and 63.6% rated as “Very good”, respectively. Willingness to provide assistance was also positively rated, with 56.3% marking it as “Very good”. Professional attitude had a more varied response, with 36.4% “Very good” and 27.3% “Moderate”. Communication was also well-regarded, though with slightly more moderate ratings (15.6%). Overall, residents are viewed favorably, especially for their friendliness and hospitality.

The interviews highlighted a generally positive view of Thessaloniki’s infrastructure and local residents, with some areas for improvement. Participants praised the city’s hospitality venues, especially restaurants and accommodations, noting the high quality of food and service. One respondent mentioned, “The restaurants here are amazing; the food and service are top-notch” (EX.13; Male; Top Executive Manager), while another added, “The hotels were comfortable, and staff were very professional” (EX.3; Female; Director-Manager). However, some expressed a desire for more convenient transportation options, stating that “getting around could be easier—I felt there were limited options for quick public transportation” (EX.18; Female; Staff).

Feedback on the local residents was overwhelmingly positive, with many describing the friendliness, warmth, and willingness of locals to help visitors. One participant remarked, “Everyone I met was so friendly and eager to help—it really made me feel at home” (EX.4; Male; Top Executive Manager), and another observed, “The locals have an authentic sense of hospitality that I haven’t experienced elsewhere” (EX.1; Male; Staff). Overall, while Thessaloniki’s hospitality services are well-regarded, enhancing transportation options could further improve the visitor experience. The welcoming nature of the local residents remains a key strength, creating a positive, memorable impression for international guests.

4.5. Destination Loyalty

Figure 7 indicates that the most attractive feature of Thessaloniki for German exhibitors is local food, with 87.1% considering it appealing. Restaurants and bars, along with local culture, also score high at 77.4%. Touristic and archaeological resources attract 74.2% of respondents, followed by proximity to other touristic areas at 54.8% and entertainment or nightlife at 51.6%. Shopping is the least attractive characteristic, with only 35.5% finding it appealing. These data suggest that German business tourists have a strong preference for cultural, culinary, and historical experiences in Thessaloniki.

Figure 8 shows the impact of participating in the 88th T.I.F. on visitors’ perceptions of Thessaloniki as a tourist destination. After the event, 56.3% of participants reported a “more positive” impression of the city, while 43.7% felt their impression remained “the same”. No respondents indicated a “worse” impression. This suggests that the event had a generally positive or neutral effect on visitors’ perceptions of Thessaloniki as a tourist destination.

The results (Figure 9) also show that 56.3% would recommend Thessaloniki to others, and 43.8% would revisit it in the future. Additionally, 37.5% are likely to recommend it, and 40.6% are likely to revisit. Only a small portion (3.1%) would not recommend or revisit, with a few unsure. These results indicate a strong positive inclination among participants to both revisit Thessaloniki and recommend it to others, with only a small percentage expressing uncertainty or disinterest.

The interviews provided valuable insights into why they might recommend Thessaloniki or consider revisiting in the future. Many expressed a strong appreciation for the city’s vibrant cultural scene and friendly atmosphere. As one interviewee remarked, “Thessaloniki has this amazing mix of history and modern life. It feels alive, and people are so welcoming” (EX.2; Male; Staff). This enthusiasm for the local culture aligns with the high rates of recommendation seen in the survey. Another common theme was the quality and variety of food, which several participants highlighted as a key reason they would encourage others to visit. “The food here is unforgettable—I’d come back just for that” (EX.16; Male; Top Executive Manager), one respondent shared. This culinary appeal seems to enhance both the recommendation and revisit intentions, as tourists feel they are experiencing something unique to the city. Some participants who planned to revisit spoke about Thessaloniki’s ongoing sense of discovery. “I feel like there’s always something new to see here. Every neighborhood has its own character” (EX.12; Female; Staff), one exhibitor noted, expressing a desire to explore more on a future trip. This feeling of curiosity and novelty plays a significant role in driving revisit interest.

One of the most frequently mentioned issues was transportation and traffic. Many interviewees expressed frustration with the heavy traffic and limited public transport options. One participant noted, “Traffic is intense, and the public transport could probably be better” (EX.17; Male; Director-Manager), while another pointed out, “It’s hard to reach Thessaloniki in an environmentally friendly way, and there’s no metro” (EX.8; Female; Director-Manager). Several participants felt that improvements in public transport, such as better ticket access and online options, would significantly enhance the visitor experience. Additionally, concerns about traffic management and lack of clear street signs and maps in public areas were mentioned as potential barriers to ease navigation. The lack of a nearby beach was another recurring theme. As one interviewee said, “There’s no beach directly in the city, and the public transport connection to nearby beaches is poor” (EX.11; Male; Staff). This limitation seemed to disappoint some visitors who expected easier beach access, especially given Thessaloniki’s coastal location. Other notable complaints included language barriers in certain areas, pollution in the city’s Gulf, and poorly maintained footways. One participant remarked, “The footways are very messy, and parking cars often block the way” (EX.14; Female; Top Executive Manager). Additionally, garbage issues and the lack of a metro were raised as detractors from the city’s appeal.

Despite these concerns, many participants still found Thessaloniki’s culture and atmosphere appealing. However, addressing these practical issues—particularly transportation, beach access, and cleanliness—could enhance the experience and make visitors more likely to recommend and revisit the city. Overall, the interviews reveal a strong connection to Thessaloniki’s cultural and culinary offerings, which significantly contribute to the likelihood of both recommending the city to others and planning a return visit.

5. Discussion

This study provides important insights into how social exchange theory applies to exhibitors’ destination loyalty and satisfaction in the context of the Thessaloniki International Fair. According to S.E.T., positive social exchanges lead to trust [10,16,17,18] and loyalty [8,22], which are crucial in tourism settings where visitor satisfaction is influenced by both the event experience and broader social interactions. The qualitative data reveal that factors such as cultural engagement and professional networking are instrumental in building emotional connections to Thessaloniki. The independent coding and triangulation process further validates these findings, ensuring their robustness and relevance for improving city branding and trade fair strategies.

Our findings reinforce these principles, suggesting that the perceived value of exhibitors’ exchanges—ranging from professional networking opportunities to interactions with local residents—significantly influences their satisfaction and loyalty intentions regarding Thessaloniki. While consistent with prior research, this study explores German exhibitors’ unique cultural and professional preferences, highlighting the importance of tailored improvements to logistical and event management aspects. For instance, while German exhibitors highly valued local hospitality and cultural offerings, they raised concerns about logistical challenges such as transportation and event navigation. These challenges emphasize the need for targeted interventions to meet the expectations of exhibitors from diverse cultural backgrounds.

Furthermore, this study emphasizes the critical role of local hospitality as a mediating factor in fostering emotional connections and loyalty, contributing to the discourse on city branding within the M.I.C.E. sector. By integrating findings on logistical gaps with the strengths of Thessaloniki’s hospitality, this study provides actionable recommendations for enhancing the city’s appeal as a competitive destination.

The findings align with this study’s hypotheses: (1) Exhibitors expressed high satisfaction with the trade fair experience, underscoring satisfaction as a driver of destination loyalty. (2) Participants highlighted the importance of local hospitality and cultural interactions, reaffirming their central role in shaping perceptions of Thessaloniki. (3) Despite high satisfaction levels, logistical challenges such as transportation and accessibility were recurrent issues, indicating areas where improvements could significantly enhance exhibitor loyalty intentions.

These results reinforce the application of Social Exchange Theory in the M.I.C.E. context by demonstrating how perceived benefits, such as cultural and professional exchanges, and perceived costs, such as logistical challenges, shape destination loyalty. This study extends prior research by highlighting how factors like local hospitality mediate emotional connections, advancing the understanding of city branding strategies that prioritize both cultural strengths and logistical improvements.

The findings further highlight how M.I.C.E. events such as T.I.F. can influence urban development strategies by identifying areas of improvement in local infrastructure and services. For example, exhibitors’ concerns about transportation underline the importance of investing in targeted mobility solutions that enhance accessibility for both residents and international visitors. Addressing these issues is critical for ensuring Thessaloniki’s competitiveness as a trade fair destination.

Additionally, the positive feedback on Thessaloniki’s hospitality and cultural offerings underscores the importance of integrating city branding into urban planning efforts. From a managerial perspective, these findings offer several actionable implications: (1) Improve logistical infrastructure, including transportation and on-site navigation, to address exhibitor concerns. (2) Leverage Thessaloniki’s cultural and culinary assets in targeted marketing campaigns to enhance its appeal to business travelers. (3) Establish partnerships between local businesses, tourism stakeholders, and T.I.F. organizers to provide an enriched visitor experience that sustains satisfaction and loyalty.

By framing trade fairs as drivers of urban development, this research underscores the potential for these events to act as catalysts for long-term improvements in city infrastructure, services, and global reputation. City planners and local governments should align development goals with the demands of M.I.C.E. tourism to ensure that cities like Thessaloniki remain competitive while enhancing the quality of life for residents.

Notably, the results of this study are consistent with those reported by Kourkouridis et al. [7], which also highlighted the importance of positive social exchanges in fostering destination loyalty among T.I.F. exhibitors. Like the earlier study, our findings demonstrate that exhibitors’ loyalty intentions are strongly linked to their perceptions of local hospitality, friendliness, and the professionalism of event organization. This finding reaffirms the persistent value of S.E.T. as a framework for understanding visitor satisfaction and loyalty within the M.I.C.E. sector, while emphasizing that Thessaloniki’s strengths lie in hospitality and event management.

Exhibitors’ positive interactions with Thessaloniki’s residents emerged as a key driver of destination loyalty, reflecting S.E.T.’s core tenet that trust and satisfaction are built through favorable exchanges. Many exhibitors rated locals highly for hospitality, friendliness, and helpfulness, indicating that these social dimensions enhance their connection to the city. These positive exchanges foster trust, directly supporting exhibitors’ intentions to recommend Thessaloniki as a destination and to consider revisiting [7,8,31,33]. This pattern, consistent with the Kourkouridis et al. [7] study, reinforces the importance of cultivating strong, positive social interactions as a means to sustain destination appeal and loyalty among international business travelers.

Satisfaction with the T.I.F.’s organization, networking opportunities, and diversity of exhibitors further supports S.E.T.’s assertion that when participants perceive value in their exchanges, they are more likely to reciprocate with loyalty. Exhibitors expressed appreciation for T.I.F.’s ability to facilitate meaningful professional interactions, which strengthened their perception of Thessaloniki as a favorable M.I.C.E. destination. This finding mirrors Kourkouridis et al.’s [7] results, emphasizing that high-quality event experiences are fundamental to building positive perceptions and loyalty in trade fair settings.

This study contributes to M.I.C.E. tourism literature by demonstrating the enduring relevance of social exchange theory in understanding destination loyalty among trade fair exhibitors. The consistent alignment with Kourkouridis et al. [7] underscores S.E.T.’s robustness as a framework for examining the link between satisfaction and loyalty in the M.I.C.E. context. Loyalty intentions are influenced not only by the quality of the fair, but also by broader social exchanges with the local community, reinforcing the role of trust and positive interactions in fostering loyalty. This finding suggests that T.I.F. organizers and local stakeholders should prioritize high-quality social exchanges, efficient infrastructure, and logistical improvements to sustain and enhance Thessaloniki’s appeal as a competitive M.I.C.E. destination.

In conclusion, the Thessaloniki International Fair successfully leverages S.E.T. principles by fostering an environment where exhibitors perceive valuable exchanges in both professional and social domains. Future enhancements in infrastructure and sustained emphasis on Thessaloniki’s welcoming atmosphere could further solidify the city’s reputation as a desirable M.I.C.E. destination.

However, this study has some limitations. The sample is limited to German exhibitors from a single edition of T.I.F., which may not fully capture the experiences of exhibitors from other cultural backgrounds. While this focus restricts the global generalizability of the findings, it provides a detailed examination of how cultural norms and business practices influence satisfaction and loyalty. These findings offer a foundation for future studies involving diverse cultural contexts to better understand how cultural differences shape M.I.C.E. tourism experiences.

Additionally, this study’s reliance on self-reported survey and interview data could introduce response bias. Furthermore, while the theoretical model in Figure 1 outlines potential relationships between factors, this study uses a descriptive approach and does not employ methods to statistically analyze these connections. Future research could employ inferential methods to validate these relationships and deepen the understanding of how these dynamics influence satisfaction and loyalty.

The cross-sectional nature of this research also limits the ability to observe changes in perceptions over time. Future research could benefit from a longitudinal approach and a comparative analysis across diverse nationalities to deepen understanding of cultural differences in destination loyalty within the M.I.C.E. sector. Comparing this study with previous research, such as Kourkouridis et al. [7], could provide insight into the unique needs of diverse exhibitor groups.

6. Conclusions

This study highlights the importance of positive social exchanges in fostering destination loyalty among exhibitors at the Thessaloniki International Fair, consistent with social exchange theory. The findings confirm that exhibitors’ satisfaction and loyalty are shaped by both professional networking opportunities and interactions with local residents, where trust and positive perceptions of hospitality play a central role. By focusing on German exhibitors, this study provides valuable insights into how cultural norms influence satisfaction and loyalty. For example, the emphasis on efficiency and professional organization among German participants underscores the need for improvements in logistical support and event management.

These findings enhance the understanding of cultural nuances in destination loyalty and offer actionable recommendations for tailoring trade fair strategies to meet the expectations of international markets. This continuity underscores the value of S.E.T. as a lens for understanding destination loyalty within the M.I.C.E. sector. While consistent with prior studies, this research contributes by examining how international exhibitors in the Honored Country program evaluate their experiences, highlighting the influence of cultural differences and varying expectations on satisfaction and loyalty, and addressing gaps in the literature.

Moreover, by identifying local hospitality as a critical mediating factor, this study advances the discourse on city branding and its role in fostering emotional connections with business travelers. The findings provide actionable recommendations for trade fair organizers and city planners, such as prioritizing enhanced logistical support and leveraging Thessaloniki’s unique cultural and hospitality strengths. These insights can help mid-sized cities like Thessaloniki strengthen their position in the competitive global M.I.C.E. sector.