Earticle

Exhibition is under one of subcategories of planned events (Getz 1997), playing an important role especially as one of marketing strategies. The more different the tourism opportunities are, the more specific the benefits tourists seek in tourism experiences are. As for a successful exhibition, exhibition planners have to attract more visitors as well as exhibitors, they need to know what motivates visitors to go to exhibitions, what exhibition attributes they perceive important, and what these variables influence visitors' satisfaction. Therefore the effect relation between exhibition visitors' motivations, exhibition attributes, and visitors' satisfaction was empirically examined. The study is expected to help exhibition organizers to consider the relation of them in the process of planning an exhibition.

지난 7월 삼성동 코엑스 전시관에서는 '한국컴퓨터/소프트웨어전시회(SEK 2002)'가 개최됐다. SEK은 지난 87년부터 개최돼 매년 평균 18만명 이상의 참관객들이 찾는 국내 최대의 IT전문 전시회로 올해도 약 250개 업체가 참가해 15만명의 참관객들이 다녀갔다. 특히 이번 전시회에는 신기술 및 가까운 미래에 상용화가 가능한 첨단 기술들이 대거 선보여 국내외 참관객들의 호평을 받았고 함께 개최된 윈도우월드전시회(WWW2002)와 코리아네트전시회(KRnet2002)도 성공적으로 진행됐다.

2천년 대 최첨단산업인 광학산업 육성을 위해 상호 기술교류를 통한 신기술개발 촉진은 물론, 광학기기 및 관련부품의 수출증진과 내수기반을확대한다는 취지로 지난 1989년 시작된 전시회가 올해로 10회째를 맞았다. 그간의 10년사를 간력히 정리해 보았다.

지난 7월 삼성동 코엑스 전시관에서는 '한국컴퓨터/소프트웨어전시회(SEK 2002)'가 개최됐다. SEK은 지난 87년부터 개최돼 매년 평균 18만명 이상의 참관객들이 찾는 국내 최대의 IT전문 전시회로 올해도 약 250개 업체가 참가해 15만명의 참관객들이 다녀갔다. 특히 이번 전시회에는 신기술 및 가까운 미래에 상용화가 가능한 첨단 기술들이 대거 선보여 국내외 참관객들의 호평을 받았고 함께 개최된 윈도우월드전시회(WWW2002)와 코리아네트전시회(KRnet2002)도 성공적으로 진행됐다.

Purpose ? This study sought to investigate the relationship between resource-based elements (trust, relationship commitment, transaction-specific assets), and relationship elements that trade exhibition participating companies can utilize internally, relationship learning, and trade exhibition performance (sales performance, non-sales performance). Design/Methodology/Approach ? Data collection was conducted through e-mail and in-person interviews from November 10 to November 30, 2023, targeting executives and salespeople of companies participating in the trade exhibition. A total of 300 copies were distributed, and 259 copies, excluding insincere responses, were used in the final analysis. Findings ? As a result of the analysis, first, it was found that relationship learning also improves as the resource-based elements of trust and transaction-specific assets of companies participating in trade exhibitions increase. Second, as exhibition relationship learning improved, exhibition performance improved, which showed the same results for both sales and non-sales performance. Third, as a result of analyzing the mediating effect of relationship commitment in the relationship between resource-based factors and exhibition performance, it was confirmed that exhibition performance increases when resource-based factors go through relationship commitment. Research Implications ? Through this study, the relative influence of resource-based elements and the relationship learning of trade exhibition participating companies on exhibition performance was confirmed, and it was found that resource-based elements and relationship learning are important for trade exhibition participating companies to achieve strategic exhibition performance.

The purpose of this study is to examine relationships among exhibition selection factor, performance, satisfaction and intention to revisit of participants in international exhibition. For this purpose, we set hypotheses relationship among external selection factor of exhibition (ESFE), internal selection factor of exhibition (ISFE), performance of sales (PS), performance of information gathering (PIG), performance of relationship building (PRB), performance of image building (PIB), satisfaction (SAT) and intention to revisit (IR). To verify theses hypotheses, we conducted path analysis on the data from 100 participants of 2019 Korea International Boat Show. The result of this study is as follows: Frist, ESFE positively impacts on PS, PIG, PRB, PIB. Second, ISFE positively impacts on PIG, PRB. Third, PS and PIB positively impacts on SAT. Fourth, SAT positively impacts on IR. The implication of this study is two fold. This study expands research area of international exhibition to a new industry such as marine leisure sports industry and provides useful information to firms that plan to participate in the international exhibition and to those who organize the international exhibitions.

The purpose of this study is to provide a development plan for domestic trade shows in Korea. Specifically, this study compares domestic trade exhibitions and public shows relative to the factors affecting participation and satisfaction of exhibitors. One of the most important results of the study revealed that exhibitors’ participation in trade shows was more affected by the core values provided by exhibitions such as past show results and the number of qualified buyers who can build business leads. Furthermore, the comparison study results between the two show groups also showed that on-site sales was one of the key satisfactory factors for exhibitors participating in public shows, whereas one to one business meetings between buyers and exhibitors and the number of contracts being signed during the show period was rated as the most important factor for exhibitors attending trade shows. Based on these key findings, a development plan for future domestic trade shows was discussed.

본 연구는 지스타 방문객의 브랜드 경험에 관한 연구로서, 본 연구의 첫 번째 목적은 방문객의 다양한 차원의브랜드 경험이 트랜스포테이션 체험에 유의한 영향을 미치는지 여부를 검증하는 것이다. 이에 따라 Brakus, Schmitt, & Zarantonello (2009)이 제안한 인지, 감각, 감정, 행동적 차원의 네 가지 하위 브랜드 체험 요인 중 어느 요인이 소비자의 트랜스포테이션 상태에 가장 유의한 영향을 미치는지를 분석하였다. 둘째, 관람객의 트랜스포테이션 상태가전시회 충성도와 구매의도에 미치는 영향관계를 파악하였다. 셋째, 브랜드 경험과 트랜스포테이션의 관계에서 관여도의 조절 변수 효과와 트랜스포테이션과 전시회 충성도 및 구매 의도 관계에서 소비자 혁신성의 조절 변수 효과에 관해서 분석을 실시하였다. 실증 분석 결과 첫째, 지스타 전시회 브랜드 경험의 네 가지 요인 중 감각적 경험을제외한 나머지 행동적, 감정적, 인지적 브랜드 경험과 트랜스테이션의 관계에서 유의미한 정(+)의 관계가 도출되었다. 브랜드 경험과 트랜스포테이션의 관계에서 관여도의 조절 변수 작용을 검토한 결과, 관여도는 브랜드의 행동적경험과 트랜스포테이션 관계에서만 집단 간 차이가 나타났다. 한편 고혁신성 및 저혁신성 소비자 집단 사이에 트랜스포테이션 경험이 전시회 충성도에 미치는 영향력의 차이는 발생하였으나, 게임 구매 의도에 미치는 영향력의 차이는 발생하지 않았다.

This study was designed to answer the following four research questions. Firstly, it aims to identify optimal brand experience of G-Star game show and trade for inducing visitors' transportation. Secondly, it examines the relationship between transportation, convention loyalty, and purchase intention. Thirdly, it investigates the moderating role of visitors' involvement in the relationship between brand experience and transportation. Fourthly, it investigates the moderating role of consumers' innovativeness in the relationship between transportation and convention loyalty. Moreover, it examines the moderating role of consumers' innovativeness in the relationship between transportation and purchase intention. Based on the existing theoretical backgrounds, four brand experiences in convention were derived. The proposed conceptual model was empirically tested via a structural equation modeling analysis using data collected from 331 visitors. The study results show that three types of brand experience in convention are crucial factors in the formation of visitors' transportation. And transportation has positive effects on convention loyalty and purchase intentions. This study indicates that consumers' involvement moderates the relationship between behavioral brand experience and transportation. Consumers' innovativeness moderates the relationship between transportation and convention loyalty. The critical theoretical and managerial implications of findings are discussed in the article.

Though the trade show have emerged as an increasingly significant tool in companies' marketing strategy, little research has been examined the relationships among the trade show organizer's service quality factors and the trade show exhibitor's perceived values, attitudes and revisit intentions. To pursue the purpose of this study, we constructed a structured equation model which test relationships among constructs mentioned above, and analyzed the data collected from the survey on the sampled group of small-medium sized exhibitors of the trade show through questionnaire. Results told us that trade show organizer's services has been constructed by four factors, i.e., Specialty factor, Reliability factor, Cost appropriateness, and Promotion factor. Reliability factor and promotion factor affects positively on the trade show exhibitor's perceived value. And, it showed that cost appropriateness factor and promotion one have effects on exhibitor's attitude. Finally, the moderating effects of the trade show exhibitor's purpose on the relationship between the exhibition service factors and exhibitor's value have not been proved.

The purpose of this research is to find differentiation between a consumption exhibition and a capital exhibition according to participation purpose, satisfaction level, management, and buyers. In the survey of participation purpose, exhibitors at the consumption exhibition regarded the new product publicity and gathering of marketing information as more important participation factors compared with exhibitors of the capital exhibition. In the survey of satisfaction level, two groups were investigated and there were no differences in satisfaction level. The survey shows that exhibitors of the consumption exhibition were more active than exhibitors of the capital exhibition to induce overseas buyers. Exhibitors of the consumption exhibition were investigated to prefer buyers from Europe and America but exhibitors of the capital exhibition preferred buyers from all countries.

The purpose of this study is to find out the effect of the international exhibition service quality of expectation and performance on service value, customer(exhibitors) satisfaction and service loyalty for the exhibitors. This study used 400 samples(200 samples each: the manufacturing industry and the service industry) by Structural Equation Model. The results are as follows: The expectation is not any related to the service value and the exhibitors satisfaction, but the expectation is to positively related to the perceived quality. Among the relationship of the international exhibition service quality and service value are positively related to the exhibitors satisfaction, and the service value and the exhibitors satisfaction are also positively related to the service loyalty.

This research addresses some suggestions for firm's effective participation process of Exhibition in Korea. Exhibition, one of Convention Service, enables firm to acquire the competitive advantages. Therefore, the research to find factors which effect on performance of exhibition is very important, Especially participation process plays an important role on the performance of effective Exhibition. However, very little research has been conducted on participation process of Exhibition. In response, this study considered participation process as key factors of Exhibition performance and offered the guide for the effective participation process of Exhibition.