Earticle

We, Korea, expect that Our Trade Exhibition Industry will be developed as a hub of trade exhibition in northeast asia region. For its realization, the author insists on execution of, first, the governmental(Ministry of Commerce, industry and Energy)special research program for the development of trade exhibition science and second, competitive performance among national (under and graduate) students concerning trade exhibition presentation in order to make Korea reach the hub of trade exhibition in the northeast asia region by the severe comparative analysis on the development of trade exhibition industry of the key trading competitive nations.

Trade fair is the ideal medium for the transfer of the corporate culture, corporate identity and corporate design of a company. There is no debate as to the place of trade fairs in city and regional economic development. It generates local income, employment, and output, and increases the volume of economic activity occurring locally. This research endeavors to identify the success factors of trade fair industry and its implication toward korean economies and competitive advantage for the korean trade fair industries. After discussing some of the theoretical aspects of the trade fair, the 6 success factors related with trade fairs are given. The 6 success factors are location, trade fair concept, trade fair service quality, communication, distribution channel and customer acquisition, financial potential and cost structure. The result could be used to set up the new concepts and plans for the government as well as trade fair industry.

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.

This study deals with economic effects of convention industry in the Republic of Korea. The convention industry is called “high value added-industry” due to its nature and spillover effect. The study presents how to classify subsections of the convention industry and analyzes multiplier effects of output, employment, income, value added in the Korean convention industry through input-output analysis model. Overall, the multiplier effects in the convention sector are higher than those of other industries. The study has proven that the convention industry is important to the national economy as a strategic sector, even though this study has several limitations.