Earticle

초록

영어

The purpose of this study was to understand consumers’ characteristics and their needs in exhibition industry for success of marketing activities. Detailed objectives were: 1) to determine the attendees’ characteristics by exhibition types; 2) to analyze the differences of media selection and preference among them; 3) to measure the media impacts to the attendees; and 4) to suggest marketing strategies. There are three types of exhibitions: industrial exhibition, art and cultural exhibition, and other exhibition such as public show, niche fair, fancy fair, event fair, and so on. Two surveys were conducted to collect data from attendees who were participated in the Korea Electornic Show in 2003, and in the Exhibition on JinShiHwang. A total of 930 questionnaires were collected, and finally 748 of them were used for statistical analyses. Three hypotheses were formulated to test the differences of attendees’ characteristics between industrial exhibition attendees (group 1) and event exhibition attendees (group 2). There is significant differences on interesting to exhibition between the two groups. Most group 1 were voluntary participate in the exhibition, and they spent more than group 2 spent at the exhibitions. It was found that group 1 chose TV and group 2 chose Internet as the most effective media to gather information on exhibition. Group 1 spent longer time period to decide to participated in the exhibition than Group 2 did.

목차

Abstract
 I. 서론
 II. 문헌 고찰
  2.1 전시산업의 정의와 중요성
  2.2 전시회 참관객의 유형, 의사결정 과정 및 행동특성
  2.3 홍보 매체의 종류 및 특성
 III. 연구방법
  3.1 연구방법
  3.2 연구가설 및 연구모형
  3.3 조사 설계
 IV. 연구결과
  4.1 전시회 참관객의 인구통계학적 특성
  4.3 전시회 참관객의 매체 행동특성에 대한 이해
  4.4 전시회 참관객의 매체에 대한 영향도
 V. 결론 및 시사점
 참고문헌

키워드

저자

• 김대관 [ Kim Dea-kwan | 경희대학교 컨벤션경영학과 교수 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  무역전시연구 [International Journal of Trade Fairs and Exhibition Studies]

• 간기

  계간

• pISSN

  2287-173X

• eISSN

  2733-4848

• 수록기간

  2011~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 326 DDC 380