Earticle

초록

영어

According to the importance of exhibitions as a marketing promotion tool, exhibition organizers want to satisfy the visitor and exhibition for successful exhibition held. As the development of information technology is growing, valuable information can be extracted easily. Many companies in a variety of filed interest in this technology for acquisition customer’s personal profile information. For the same reason, many exhibition organizers focused on to applying the ubiquitous technologies in exhibition for promote the performance. To provide a booth recommendation and booth event recommendation to visitor have been already studied using the technologies. Booth location, one of the determinants to increasing the exhibition performance, also has a positive effect on maximizing the marketing performance and sales in exhibition. But there are no proper criteria and research about booth location for effective visitors’ visiting booths. To compensate the limitations of existing researches, this paper proposes effective booth configuration procedure based on SOM(Self Organizing Map). In this paper, we cluster the booths which are co-visited booths by visitors using SOM.

목차

Abstract
 1. Introduction
 2. Research Background
  2.1 An Exhibition and Its Layout
  2.2 Self Organizing Map
 3. Research Model
  3.1 Overall Procedure
  3.2 Data Acquisition
  3.3 Self Organizing Map Modeling
  3.4 Booth Clustering
  3.5 Booth Configuration
 4. Conclusion
 References

저자

• Yoon Jeong Jeong [ School of Management, Kyung Hee University ]
• Hyun Sil Moon [ School of Management, Kyung Hee University ]
• Jae Kyeong Kim [ School of Management, Kyung Hee University ]

참고문헌