Factors for the development of the „bleisure” trend in cities on the example of the KRAKDENT® International Dental Fair

Aim: The aim of the research conducted during the fair on 30.03-5.04.2023 was to identify the factors for the development of the bleisure trend in cities based on the preferences of the participants of the 29th edition of the KRAKDENT® International Dental Fair The research mainly concerned the "bleisure" trend, which in business tourism concerns the combination of business and leisure, i.e., business duties and leisure. Design/methodology/approach: The research was not commercial and was carried out as part of the cooperation of the Targi w Krakowie Ltd. with the Jagiellonian University in Krakow and the University of the National Education Commission in Krakow. The research was conducted based on primary data - a questionnaire collected between 30 March and 1 April 2023 during the 29th edition of the KRAKDENT® International Dental Fair held at the International Exhibition and Congress Centre EXPO Kraków. The research was conducted among exhibitors and visitors, although the primary respondents were exhibitors. Results: The research indicates expectations and contemporary trends in traveling among business tourists participating in the fair. The research verified the main research hypothesis as follows: The primary determinant of the development of the "bleisure" trend in cities is the discounts offered in the area of city attractions and infrastructure. Research limitations/implications: The difficulty obtaining questionnaires from visitors to the fair was a significant limitation. In the future, it would be essential to continue this type of research among participants at trade fairs or other business events. Practical implications: The research aimed to learn about the preferences of both exhibitors and visitors to prepare a better or tailored offer for them for subsequent editions of the event. Social implications: The research subject has significant social implications, as bleisure tourism is an essential factor affecting human well-being and health. Bleisure tourism is of great social importance for people's mental comfort. Originality/value: In the Polish literature on the subject, this type of research has not been carried out so far.