Earticle

The objectives of this study are to find out what values must be pursued to achieve qualitative growth in the domestic exhibition industry and to attract more visitors to exhibitions, and to find out how these values affect the satisfaction level of exhibitors, the quality of relationships between exhibition organizers and participants, and relationship-oriented matters. This study shows how the variables related to the participation values of exhibitors, firstly, the size of the exhibition, and secondly, the number of attending the exhibition affect their satisfaction level, the quality of their relationships with exhibition organizers, and relationship-oriented issues. In conclusion, the thesis would like to guide useful information and alternatives for those who would like to organize exhibitions and manage them efficiently. After researching on the relationships among the size of the exhibition to the satisfaction level of exhibitors, to the quality of relationships, and to the relationship-oriented features of the exhibition participation value paradigm, it was found that if the size of the exhibition is below 2 booths, the degrees of influence of these factors were in the following order, from greatest to least; the satisfaction level to the relationship-oriented issues, the quality of the relationship to the relationship-oriented issues, and the satisfaction level to the relationship-oriented issues. However, if the size of the exhibition is more than 3 booths, it is the satisfaction level to the relationship-oriented issues which has the most impact, then the satisfaction level to the relationship quality, and the quality of relationship to the relationship-oriented features the last. As to the relationships among the above characteristics with the number of attending exhibitions on the exhibition participation value paradigm, the following indicates some different results from the first study. If the number of attendance in exhibitions is more than 1~2 and 3 times, the overall satisfaction level of the exhibition has a positive effect on both the relationship-oriented issues and the quality of the relationship, as well as the relationship quality to the relationship-oriented features. Especially, to those who had participated the exhibition for 1 or 2 times, in regards to the social-networks, it was the satisfaction level of the exhibition which had the greatest impact, then came the satisfaction level to the relationship-oriented issues second, and relationship quality to the relationship-oriented features the last. Yet if the number of attendance is more than 3 times, the results show the decreasing impact of the parameters down the following list; firstly, the quality relationship to the relationship-oriented features, secondly, the satisfaction level to the relationship-oriented issues, and lastly, the satisfaction level to the relationship quality.

Trade Shows (TS) are an increasingly important marketing activity for many companies, and very potential business industry for current and future economic growth. Therefore, TS service quality improvement is necessary for exhibitors to the achievement of performance at trade show. Accordingly, this research paper discusses what TS service quality is composed of and what is the main composition of the exhibitor performance. Research results indicate the nine TS service qualities are: marketing/advertisement, public safety, reasonable costs, exhibition reputation and reliability, TS location, availability of personal services, TS program, equipment support, and availability of accommodations and TS guide. Additionally, the five TS exhibitor performances of sales-related, information-gathering, relationship-building, image-building, and motivation activities, are discussed.

A trade show is a newly highlighted platform for promoting and selling products, technology and service dedicated to exporters, consumers, importers, trade professionals and even public at one place. This trade show makes it possible to find the maximum of sales results while reducing costs for a short term. Target consumers come by the venue and deals could be possibly made at the site, which help to raise the overall efficiency compared to advertisements. This trade show has been recently regarded as a major marketing tool in Europe and USA. However, despite all the advantages of the trade show, the efficiency is recently on the decline in the business market. In this point, guidelines on efficiency of the participation in trade shows is highly recommended, which should be based on post-show performance. Meantime, the modern society with rapidly developing technology requires trade shows dedicated to high technology, which strongly feature to promote technology itself due to few application productions. This study based on 4th International Nanotech Exhibition analyzes the outcome and purposes of participation in the exhibition by several terms: exhibit purpose, pre-promotion, on-site promotion, satisfaction value and reparticipation intention. The survey shows that the major reason of participation in the trade show is to introduce and promote new technology or productions that have taken more than two-third of all. There was also a study on pre-promotion activities and on-site promotion. As to pre-promotion activities, sending e-mails to buyers and people in the industry and putting information on their own web sites are dominated in contrast to sending invitation cards by mail. Large number of participants affect son the number of spectators on the site, but the number of spectators is not much related to the reparticipation intentions. Nevertheless, it proved that more accurate outcome guidelines were highly needed to be able to research the number of spectators in a better way. This study indicates a diversity of research methods to conduct the outcome of technology trade shows, in terms of special features compared to other trade shows.

본 연구는 컨벤션 개최지의 경쟁력을 제고하기 위하여 창의적 리더십의 역할 을 심층 분석하고, 경쟁력의 원천을 체계적으로 분석하여 지표 및 모형을 제시 하였고, 또한 경쟁력을 바탕으로 고부가가치를 창출할 수 있는 가치사슬체계를 도출하여 컨벤션 산업의 기반을 조성하는 토대를 도출하였다. 특히, 본 연구는 컨벤션 경쟁력 모형의 개발을 통하여 컨벤션 개최지가 경쟁적 우위를 확보하기 위해서는 4가지의 경쟁력의 원천을 파악하여, 타국가의 컨벤션 개최지와 비교 측정하여 자국의 컨벤션 개최지의 약점과 강점을 도출하는 기반을 개발하였다. 창의적 사고와 실천력만이 도출된 경쟁력의 원천을 수익 창출의 핵심적 역할을 수행하도록 할 것이며, 창의성을 바탕으로 한 컨벤션 정책은 이러한 경쟁력의 원천에 기반을 두어야 한다.