Earticle

국내전시컨벤션센터의 수요예측 방법에 대한 포괄적 점검을 통하여 가장 예측 정확도가 높은 수요예측 모형을 통해 국내전시컨벤션센터의 수요 면적을 예측하였다. 그리고 선행연구에서 국내전시컨벤션센터 수요면적 추정 시 전시장 면적만을 추정한 한계점을 보완하여, 국내전시컨벤션센터의 수요면적 예측은 전시장 면적과 회의실 면적을 합산 산정하여 연구의 차별성을 가진다. 분석결과는 값이 가장 크고, 표준오차가 작은 ARIMA모형을 시계열모형으로 선택하였고, 값이 가장 큰 2차 선형모형을 회귀모형으로 선택하였다. 이들의 평균값을 이용하여 1991년부터 2015년까지 국내전시컨벤션센터의 면적 수요를 산출한 결과는 국내전시컨벤션센터의 공급된 총면적과 총 수요면적은 지속적으로 차이를 보이고 있어, 전시장과 회의장의 수요면적이 존재함을 알 수 있었다. 그리고 2017년 시점의 공급면적을 기준으로 필요예상 면적과 과부족을 비교하였을 때, 2016년부터 2030년까지 국내전시컨벤션센터의 공급 예정면적은 상당히 부족한 상황으로 파악되었다.

Through a comprehensive review of demand forecasting methods of domestic exhibition convention centers, we predicted demand areas of domestic exhibition convention centers through the most predictive demand forecasting model. In addition, in the previous research, the estimation of the demand area of ??the domestic exhibition convention center is complemented by the limit of estimation of the exhibition area, and the demand area forecast of the domestic exhibition convention center has the difference of the study by summing up the exhibition area and the meeting room area. The ARIMA model with the largest value and the smallest standard error was selected as the time series model and the second order linear model with the largest value was selected as the regression model. Using the average value of these, the area demand of the domestic exhibition convention center from 1991 to 2015 is calculated. As the total area and the total demand area of ??the domestic exhibition convention center are constantly different, And that the existence of the When the required area and the shortage are compared according to the supply area as of 2017, it is concluded that the planned area of ??the domestic exhibition convention center is insufficient from 2016 to 2030.

The purpose of this study was to develop eco-friendly exhibition and convention center guideline in Korea. Self administrative survey was conducted from 241 persons who are working in MICE industry to illustrate tentative factors to be an eco-friendly exhibition and convention centers responding to the climate change. Del[hi method was employed to determine degree of importance for each factor from MICE professionals who had more than 5 years of career experience in MICE companies. The final guideline was developed for the eco-friendly exhibition and convention centers extracted total of 19 items in terms of operations by multiplying the importance and weights. This study, an exploratory research, is significant in terms of proposing a basic guideline for green MICE facilities. Further studies should be conducted to complete and evaluate the guidelines which was developed as a result of this study. Beginning with this study, studies with not only academic significances but also practical studies which can be applied to the green MICE facilities directly must be conducted continuously.

Kangseo-gu, Busan has been evaluated to be the final candidate for building a new convention center in the city of Busan. The potential synergy effects of on-going developmental projects in Kangseo region is one of the influential factors for the MICE professionals' opinion in the qualitative analysis. Moreover, the region has available land to hold the facility of more than 100,000 square meter to overcome the current drawback of BEXCO, insufficient space to hold large events. Lastly, the expansion of Gimhae International Airport would bring an increased international flights that would also lead to an increase in MICE industry for the region. This study contributes the following conclusions: First, a number of active mechanism within the criterion for the candidate regions were developed by Multilevel Hierarchy Model, and the prioritized criterion were listed. Second, suggestions from the MICE professionals were collected for the management of a future Convention Center, and development of the MICE industry in Busan.

The objective of this study is to analyze the positioning of five representative exhibition and convention centers in Northeast Asia in order to contribute to the enhancement of their competitiveness. The analytical result of the study can be summarized as follows. First, based on the competitive structure of exhibition and convention centers in Northeast Asia, exhibition and convention experts perceive COEX in Seoul and HKCEC in Hong Kong as being most similar, which implies that the two centers are in a competitive relationship.Second, the competitiveness analysis of facilities, efficiency of operations and marketing activities indicates CIEC in Beijing as being most competitive. Third, the competitiveness analysis of customer service reveals SNIEC in Shanghai as being most competitive. Fourth, based on the competitiveness analysis of the accessibility of exhibition and convention centers, COEX was most competitive followed by HKCEC. Fifth, in the competitiveness analysis of preference for exhibition and convention centers, HKCEC was ranked as the preferred exhibition and convention center in Northeast Asia followed by COEX, while CIEC, SNIEC and Tokyo Big Sight were shown to be similarly preferred.

본 연구는 MICE산업의 핵심 요소로 인식되고 있는 ‘전시컨벤션센터’의 가치를 알아보고자 2011년부터 2014년까지 부산지역 전시컨벤션센터인 벡스코 방문객을 대상으로 카드사의 빅데이터를 활용하여 경제파급효과를 도출하였다. 기존 파급효과 관련 연구들은 설문조사를 기반으로 실시한 반면에, 본 연구에 사용된 데이터는 정형화데이터로 신용카드사 이용금액을 데이터마이닝 분석과정을 거쳐해당 기간별, 유형별, 규모별로 생산, 부가가치, 고용 및 취업유발효과를 산출하였다. 그 결과 2011 년부터 2014년까지 지난 4년간 벡스코 개최 MICE 행사의 경제파급효과는 생산유발효과 3조 1,308 억원, 부가가치유발효과 1조 5,001억원, 취업유발효과 7,590명, 고용유발효과 5,788명으로 분석되었다. 본 연구의 시사점은 첫째, 산업・경제적 관점으로는 소비지출과 경제파급효과를 정량적으로 확인하여 센터가 지역 발전 기여와 가치를 파악할 수 있었다. 둘째, 공급자 관점에서 방문객 소비규모와패턴을 분석한 내용을 토대로 전시・컨벤션 정책 수립에 활용 가능하다. 셋째, 빅데이터 관점에서 새로운 연구의 기준점과 연구 범위 확대의 필요성을 제시하였다. 끝으로, 방문객의 소비지출항목을 폭넓게 조사하여 보다 객관적이고 계량적인 연구 결과를 도출하였다.

This study aims to find the value of Exhibition Convention Centre recognized as a key component of MICE industry from 2011 to 2014, visitors to the Busan Exhibition & Convention Center, which is the center of the exhibition convention. While traditionally conducted economic spillover was conducted on surveys, whereas the data used in this study were data mining analysis of the amount of credit card payment. Through the analysis, production, value, employment, and employment inducement effects were produced for each period, type, and size. As a result, the economic impact of the MICE event in BEXCO for the past four years from 2011 to 2014 was 3,130.8 billion won in production inducement effect, 1,500.1 billion won in value added effect, 7,590 in employment inducement effect, and 5,788 in employment inducement effect. The implications of this study are summarized as follows: First, the contribution and value of the center to the regional development can be grasped by quantitatively confirming the consumption expenditure and the economic effect from the industrial and economic point of view. Second, the scope of visitors ' consumption and pattern of visitors from the perspective of the provider's perspective is available in the context of the establishment of the Convention and Exhibition Policy. Third, we can present the need for new research points and the need for expansion of new research ranges from the perspective of Big Data. Finally, a broader survey of visitors ' expenditures was collected, resulting in a more objective and qualitative study of the results.

This study tried to analyze the relationship among corporate philanthropy motivations, CSV and corporate trust, and to verify the moderating effects of authenticity and fitness of activity. The results show that motivations have positive effects on the social value of CSV, while not on the economic value. Both social and economic value of CSV have positive effects on corporate trust. The results of the moderating analysis showed authenticity has a positive moderating effect on the relationship between social value and corporate trust, while having a negative effect on economic value. Fitness of activity was found to have a negative moderating effect only on the effect of economic value. These results suggest that respondents perceived economic value of CSV as a kind of profit pursuit activities rather than a part of corporate philanthropy.

본 연구의 목적은 비용편익분석방법을 이용하여 전시컨벤션센터의 경제성을 분석하는 것이다. 이를 위해 먼저 전시컨벤션센터의 기능과 역할을 알아보고, 공공재 및 사회간접자본으로서의 전시컨벤션센터 특성을 파악하였다. 국내최대 전시장인 킨텍스에 대한 건립내용과 운영실적을 바탕으로 실증적 연구하였다. 킨텍스에 대한 비용편익분석은 편익비용 비율(B/C)는 1.39, 순현재가치는 6,380억원, 내부수익률(IRR) 10.87%로 나타났다. 선행연구와 차이는 분석에서 편익의 항목이 증가했고 규모가 확대되었다. 따라서 전시컨벤션센터에 대한 보다 유용한 분석을 위해서는 편익항목에 대한 보다 정확한 평가가 개선되어야 한다.

The purpose of this study is to analyze the economic evaluation of the exhibition & convention center using a cost-benefit analysis. This study reviews the function and role of exhibition & convention center and finds its attributes as the public goods and infrastructure. For a case study, KINTEX is analyzed empirically for estimating the economic value on the basis of ex-post construction and operating data. As a result of a cost-benefit analysis on KINTEX, B/C ratio is 1.39, NPV is 638 billion won and IRR is 10.87%. The difference between this analysis and precedent study is that this analysis’s benefit items and scale are extended. Accordingly for the more useful cost-benefit analysis on exhibition & convention center, the exact benefit assessment should be improved.

This study suggests improvements in the management performance of the five largest exhibition and convention centers in Korea through financial ratio analysis. For this research, the financial ratios of each center were compared to the average of the centers as well as to the overall industry average during the past five years. According to the analysis results, the stability and growth ratios of the centers were excellent, but the profitability and activity ratios were poor. In particular, the ratios of profitability were in state of urgent need for improvement because they were at the level of severe deficits. It was analyzed that sales increase can be the key factor to improve centers’ operation income and net profit to improve profitability. This study recommends measures to increase sales by using centers’ facilities and their functions. The first is to actively host large-scale international meetings and conventions that only exhibition and convention centers can accommodate. The second is to attract brand exhibitions through strategic alliances with global Professional Exhibition Organizers (PEOs). Lastly, it is to organize sports and cultural events that are appropriate for incentive tours of associations and corporations.

본 연구는 자료포락분석(DEA)을 활용하여 지방자치단체가 출자·출연한 전시컨벤션센터의 경영 효율성을 살펴본 연구이다. 투입요소로는 전시장 면적과 주차대수를 선정하였고 산출요소로는 매출액을 선정하였다. CCR 모형과 BCC 모형을 이용하여 센터 간 상대적 효율성을 분석한 결과 출자·출연 조직형태를 띤 전시컨벤션센터의 상당수가 기업 운영의 효율성을 담보하지 못하고 있는 것으로 나타났다. 본 연구의 분석결과는 또한 규모에 대한 수익체증이 발생하는 전시컨벤션센터의 경우에는 효율성 담보를 위해 설비시설의 확장이 필요하고, 규모에 대한 수익체감이 발생하는 전시컨벤션센터의 경우에는 효율성 담보를 위해 기존 설비시설의 활용성 제고가 필요할 수 있음을 보여준다.

This research delves into how convention centers, which are typically funded or invested by local governments, can be effectively managed using data envelopment analysis (DEA). By examining the exhibition area and number of parking spaces as inputs, and sales revenue as one output, the study analyzed the relative efficiency of the centers using the CCR and BCC models. The results indicated that many of these centers are not operating efficiently. Furthermore, the study suggests that convention centers facing increasing return to scale may need to expand their facilities to improve efficiency, while centers experiencing decreasing return to scale may benefit from improving the utilization of their existing facilities.

MICE 시설은 MICE 구성요소 중 에너지 소비량 및 온실가스 배출원이 가장 많은 부분이다. 이에 본 연구는 기후변화에 대응하는 그린 MICE 시설 지표에 대한 기초 연구로서 향후 필요성과 중요성이 더욱 증대될 것이라 예측되는 그린 MICE 시설 중 전시컨벤션센터의 입지 및 운영 측면을 중심으로 국내 실정에 맞는 지표를 개발하고자 하였다. 연구를 위한 예비지표를 도출하기 위하여 관련 분야 연구 보고서, 기관/기업 웹사이트, 국제기구, 중앙정부의 보고서와 사례 분석 등 문헌고찰을 진행하였으며, 이를 통해 그린 MICE 시설에 대한 예비 속성을 선정하였다. 1차로선정된 속성들에 대해서는 그린 MICE 시설 지표로서의 객관성을 확보하기 위해 관련업계 종사자 241명을 대상으로 설문 조사를 통해 검증을 실시하였다. 2차 조사는 1차 조사에 참여한 MICE 시설 및 기획·운영 분야 5년 이상경력의 전문가를 대상으로 전문가 조사를 실시하였으며, 계층분석(AHP: Analytic Hierarchy Precess) 기법을 활용하여 범주별의 상대적 중요도 및 핵심지표의 중요도를 측정하였다. 2차에 걸친 연구 결과를 바탕으로 총 6개 분야 30 개 항목의 그린 MICE 시설 핵심 지표를 최종 개발하였다. 본 연구는 그린 MICE 시설 지표 개발을 위한 탐색적 연구로서 그린 MICE 시설 개발에 대한 가이드라인을 제공함으로써 향후 관련 정책 방향 제시 및 전시컨벤션센터 건립, 증축, 환경 설비 도입 등 MICE 산업의 기후변화 대응움직임에 대한 실무적 시사점을 제공했다는 점에서 의의가 있다. 향후에는 지표 검증 등 본 연구 결과를 보완하고실제 적용을 위한 지속적인 연구가 필요할 것이다.

As need for green MICE study grows, this study aims to develop green MICE facility guideline in Korea. MICE facilities including Exhibition & Convention centers are known for the largest component of energy consumption and source of greenhouse gas discharge in MICE industry. In order to achieve this purpose, self administrative survey was conducted to 241 persons who are working in MICE industry to illustrate tentative factors to be an eco-friendly MICE facility. Then, an experts interview was employed to determine degree of importance for each factor from MICE professionals, who had more than five years of career experiences in MICE field. The final guideline was developed for the green MICE facility, consists of a total of thirty items in six sectors. This study is significant as it proposes a basic guideline for green MICE facilities. The results contribute to better understanding of green MICE facilities, providing researchers and practitioners with insight into how effectively to respond to the climate change. Further studies should be performed to complete and evaluate the proposed guideline of this study.

본 연구는 문헌연구와 최근 개장한 KINTEX의 국내외 현황분석, 그리고 전시 선진국의 성공적인 전시컨벤션센터의 운영사례들을 비교 분석하여 효율적인 전시컨벤션센터의 활성화 방안을 모색하는데 있다. 연구의 방법은 KINTEX를 비롯한 선진 전시장에서 도출된 장점과 전시전문가 심층 인터뷰에서 도출한 경쟁우위 요소를 분석하여 KINTEX 운영 활성화 방안을 다음과 같이 제시하였다. 첫째, 개관시점 운영인프라를 위한 고객만족 지향적인 편의시설의 효율적 배치 및 주변편의시설의 조기구축, 최첨단시설 운영 Know-how 조기구축, 그리고 동북아 중심 교통요충지로써 접근성 강화, 둘째, 해외 전시유치를 위한 마케팅전략 수립 및 서비스를 강화하기 위한 자본재 전시장 위주 차별화 서비스품질 전략, 셋째, 산학관 네트워크 구축과 활용을 위한 전시정책수립과 발전방향 모색, 전문전시인력 양성, 정부의 해외활동 지원 등을 제시하였다.

The purpose of this study is to suggest an effective exhibition and convention center activation based on analyzing the successful exhibition and convention Centers' strategies and 8 experts' depth interviews for KINTEX's activation through operation scheme as a case study of KINTEX which is now under-constructing in Goyang City to be opened in April of 2005. The successful exhibition and convention center's criteria is the nation's attraction which is able to host exhibition, convention, and event and also each exhibition center's highly competitive power equipped with their specific characters. Therefore, KINTEX should be prepare particular activation method as follows. Firstly, KINTEX should be building up the infrastructure for operating before its opening with effectively laying out convenience facilities for satisfying customers' needs, establishing the know-how of its operation early, strengthening its accessibility as a hub of transportation, and developing and rearranging the tourism resources for the attendees. Secondly, KINTEX should be establishing the marketing strategies for hosting the oversees exhibition with holding the exhibitions and upscale events for obtaining the brand power of destination, developing the strategies of differentiated service qualities for its customers than other competitive exhibition and convention centers based on their needs and feedback after its' opening, and reinforcing the oversees promotion. Thirdly, KINTEX should be coping with the related governments, universities and private organizations for constructing and using the network with setting up the suitable policies cooperating with them, raising the exhibition experts, and receiving the governments' supporting for the foreign promotion.

The purpose of study is to determine more accurate models to forecast exhibition using area of convention centers in Korea. Eleven models were tested based upon the degree of MAPE. Those were; NA?VE2 model, Linear model, Quadratic model, Cubic model, Growth model, S-curve model, Exponential model, Log model, Holt exponential smoothing model, Brown exponential smoothing model, and Causal model. Among them, Linear model, Holt exponential smoothing model, Brown exponential smoothing model, and Causal model were selected to forecast exhibition using area of convention centers in Korea. For the further study, it is suggested that more data should be collected for the time series forecasting, and more diverse economic variables should be used for causal forecasting model.

This study explores the effects of the servicescape on exhibition attendees‘ behavioral intentions in convention centers. It is hypothesized that perceived quality will have a positive effect on customer satisfaction with the servicescape, which will affect the behavioral intentions. Data were gathered from the questionnaires of 295 attendees who participated the housing fair held in COEX. The findings were as follows. Facility aesthetics, layout accessibility, pleasantness and safety had positive effects on perceived quality. Perceived quality had a positive effect on satisfaction with the servicescape, which in turn had a positive effect on the length of time customers desired to stay in convention centers and on their revisit and recommendation intentions.

The objective of this study is to explore attendees' motivation and satisfaction in the meeting and exhibition industry. While pull factors are meeting and locational factors in the context of the meeting and exhibition industry, push factors are associated with attendees' motivations for meeting and exhibition. This research was conducted with 11 out of 38 exhibitions held in COEX, EXCO, Daegu, and BEXCO convention centers between April and May. Factor analysis was performed on attendee's 11 motivation items, and three push factors surfaced: education, networking, and destination factor. Factor-cluster analysis was further run to segment attendees by their push factors. Two groups were derived and named meeting activity seekers and tourist activity seekers. The attendee's perceived performance factors and overall satisfaction were evaluated by the motivation group and destinations. As a result, overall attendee satisfaction was not different by attendee motivations and destinations, whereas some individual factors were significantly different. A regression analysis showed a significant relationship between perceived performance and overall satisfaction. The study results provided implications for both exhibition managers and convention centers.

These days companies are thinking brand equity as a invisible worthy equity and a core strategy of the companies. These trends are also influenced in convetion center’s fierce competition. This study reviewed Korean capital area’s Convention Center’s brand equity via IPA. The research findings suggest the following: first, the most important things in brand equity are the brand itself of convention centers, positive feeling and service quality. And the most satisfied factors are satisfaction and familiarity. And differentiation, satisfaction, consideration, symbol and logo, familiarity are higher in satisfaction than the importance. Second, in the satisfactions of convention center, COEX is higher than KINTEX in average in all parts. Third, in the IPA matrix of COEX, hit one first and remembrance of name etc. are ’keep up good work’, investment value and unchangeable quality etc. are ‘concentrate here’, renovation and ad massage etc. are ‘low priority’ and familiarity and consideration etc. are ‘possible overkill’. Forth, in the IPA matrix of KINTEX, remembrance of name and positiveness etc. are ‘keep up good work’, peculiar image and leadership etc. are ‘concentrate here’, symbol & logo and hit one first etc. are ‘low priority’ and recycle and high quality etc. are ‘possible overkill’. The results of this study elicited some implications. First, convention centers should raise brand equity value through service quality improvement. Second, renovation, leadership and improvement of investment value should be concentrated for better service quality. Third, COEX should keep leader of Korea convention market and supplement investment value, quality improvement and positive feeling. Forth, KINTEX should keep good quality and concentrate on establishment of peculiar image and leadership.