Contributions of Kaduna International Trade Fair to Tourism Development

CHAPTER ONE INTRODUCTION 1.1 Background of the Study Tourism as an activity is both pervasive and multidisciplinary while the lives and activities it touches are numerous. As tourism endeavours unfold in an area, it creates impacts that are not only positive but also negative such impacts manifest on the environmental, socio-cultural and economic sphere. It has become a big source of financial expansion for several nations, highlighting the service area, facilitating new job opportunities and income resources. Han &Verma, 2014. For the last several decades, trade fairs and exhibitions have been a primary tool for most companies especially in the tourism industry as a means to reach out to tourist, retail stores as well as consumers. Trade fairs can be defined as business-to-business events where manufacturers (corporate exhibitors) gather to meet with corporate attendees in order to build relationships with those corporations so that the attendees will purchase the products or services from the manufacturers. For example, at the Natural Products Expo West, over 2,000 manufacturers of products such as Emergen-C, Muscle Milk, etcwill have stand so that the attendees will visit their respective stands and hopefully start purchasing their products. Some companies will exhibit in as many as 400 trade fairs a year. Albalate D. and Bel. (2010). In the 1980s and 1990s, the number of trade fairs in the United States and Canada grew from about 3,000 shows a year to over 4,000 trade fairs a year. The Trade Show Bureau reported that the number of attendees grew from 60 million to 85 million and the number of exhibiting companies grew from 1 million to 1.3 million. (Konikow, 2003). Trade shows, if properly planned, can be an integral part of a company’s marketing communications program in the way they convey the desired messages to prospects through graphic displays, have products and/or service demonstrated, have brochures of tourist destination and collateral support materials presented, etc.(Konikow, 2003). Due to the recession, many companies have begun to scale back their trade show involvement. Many organizations and companies desire to have a measurable return on investment when they in any economy, the impact of trade fair cannot be over emphasized as it play a vital role in the overall economic, social and industrial development of a nation economy. Trade fair is a periodic gathering of manufactures and producers of goods and service exhibiting their latest products for promotional and sale purposes. Trade fairs have been linked to sales, where the number and value of commercial contracts resided as a crucial and often the only barometer of how effective participation in a fair was. In the initial period of development, the success of the trade fair depended on the quality and quantity of exhibitors. Bruhn, &Hadwich, (2005). Subsequently, a large number of potential visitors became a key factor in attracting exhibitors, which from their point of view, confirmed the effectiveness of their marketing investment. During the development of trade fairs exhibitors started to perceive those events not only as a place to sell but also as a place to build their image. It led to change in visitors profile – buyers constitute a decreasing percentage to trade fair attendees, and increasingly more people are seeking non-commercial information (PIPT, 2010). Trade fairs are strongly associated with innovations – new products are introduced to the tourism markets and new product and tourist destinations enters into the markets. Exhibitors maintain the large investment required to bring their innovations, prototype and expert personnel to trade shows in order to signal their competences to current and potential customers. AUMA, (2008). Trade fairs in the tourism industry provide the appropriate forum for businessmen, industrialists of all kinds and other interested members of the public to meet together and exchange ideas not only on matters of their immediate concern and interest (namely the promotion of the tourist destination and consumer goods of the organization.Aaron, 2009. The importance of trade fairs and exhibition in the tourism industry cannot be over emphasized because they play important roles in the overall, social and industrial development of any nation. In recent times, trade fairs and exhibitions organized locally and internationally have been the greatest means of promoting businesses as competition between firms are becoming more emphasized. This view by Jr Kun Stenaar who summarized it as “Trade fairs are the oldest promotional instrument known to man”.Jacques, 2007. The international exhibitions of tourism are considered as an occasion to meet the local and foreign tour operators, and as an opportunity for marketing and promoting tourism products for diverse tourism destinations by representing their countries. The tour operators try to persuade each other to purchase their tourism products by introducing features and characteristics of local tourism products. Thus, in most time numerous deals and agreements for exchanging tourism groups in these exhibitions among local and foreign operators. In addition, the international exhibition has been considered as an opportunity to meet the general public interest in tourism and new tourism programs, offers and discounts. A lot of tourism exhibitions are organized to receive most tour operators and wide public, big media coverage at international public and private channels, we can mention the most important international exhibitions of tourism, with their titles, that are held each year as follows: Spain «Fitur Madrid », Italy « Bit Milan », Germany « Itb Berlin », French « Top Resa », which emerged in the eighties of the last century and developed year after year.Esfidani., et al., (2012). Trade fairs and exhibitions do not only promote Nigeria export trade by establishing new markets and widening existing ones, they also attract foreign investors to the areas of potential development and create awareness in the tourism industry for tourism potentials in Nigeria. Akinrombi, (2008).The researcher is therefore out to find the contribution of Kaduna International trade fair to tourism development. 1.2 Statement of the Problem Kaduna as well as the other states of Nigeria is blessed with basic natural resource and intellectually that can make any geographical unit great. But however it is very unfortunate that most of these resources and intellects are yet to be harnessed and utilized. As much that trade fair show should come to play it should be a show that could identify, help total and develop these resources to market enviable and cohesive economy in the tourism industry. Trade fairs in the tourism industry constitute a key element of the marketing process. This is reflected in the number of trade fairs held every year in Kaduna State. Trade fairs are considered a useful tool to favour economic development demonstrate innovations and promote business relationships and opportunities and their importance as a business, employment and wealth among governments, public administrations and business sectors is essential. The Kaduna trade fair, both domestic and the international trade fair are about thirty eight years old today with the Kaduna international trade fair celebrating 34th years anniversary last march 2008. As old as it seems to be, Kaduna trade fair is embedded with the inability of the organizers to enlighten other state of the federation to participate in the fair so as to show case their potentialities in the tourism industry, the inability of Kaduna trade fair to encourage the exhibition of new tourism products and technology, is not different from what is obtainable in the market and also the organizers have failed to educate the tourism industry on the value and benefit associated with these fair. Trade fair as also been hijacked by Nigeria wholesale and retailers and turned into a show of already exhibiting goods for their selfish aim of selling at an exorbitant price and making as much profit as they could. 1.3 Objective Of The Study The objective of this research will be to find out the followings 1. To examine the impact of Kaduna international trade fair on tourism development in Kaduna state 2. To examine the level of participation ofsmall and medium scale tourism enterprises at the Kaduna international trade fair. 3. To find out the contribution of Kaduna International Trade Fair on tourism development 1.4 Significance of the Study The research work if successfully concluded will be relevant to the following group. a. Manufacturing and producers of goods and services, It is important to this group because it will enlighten them on how to take advantage of trade fair shows in the tourism industry in Kaduna state by exhibiting what they have in stock, their creativity and innovation in other to attract both local and foreign investors whom may want to invest in them, convincing them and of course it will lead to a boost in the economic development. b. The State This research work will also be important to the state because it will educate them on how to show case their abundant resources in the tourism sector to attract foreign investors. c. The Researcher The research will broadened the knowledge of the researcher on the trade fair and its impact on the tourism industry. d. The Trade Fair Organizers The research will be important to the organizers because it will make them to realize that their duty is not only to provide exhibition space, lay down rules of the show and provide security, but are equally responsible for organizing workshops, seminars e.t.c. to both state and other exhibitors on what trade fair is all about and how to go about it if it must contribute any value to the economy of Kaduna state. 1.5 Scope Of The Study The research topic “Contributions of Kaduna International Trade Fair to Tourism Development”. Also the research will focus more on trade fair, tourism industry and other relevant and related subjects. 1.6 Research Questions 1. Has there been any impact of Kaduna international trade fair on the tourism development? 2. What is the level of participation of small and medium scale tourism enterprises at the Kaduna international trade fair?