Earticle

본 연구의 목적은 첫째, 통합기술수용모형에 기반 하여 NFC의 수용인지가 태도에 미치는 영향을 살펴보고, 둘째, NFC에 대한 태도가 향후 이용의도에 미치는 영향을 평가해 보고자 하였다. 연구를 위한 설문은 2014 부산비엔날레가 개최된 부산시립미술관에서 실시되었으며, 250부의 설문지중 유의하지 않은 설문 일부를 제외하고 최종 203부가 연구 분석에 사용되었다. 확인적 요인분석과 구조모형분석을 위해 SPSS 22.0과 AMOS 22.0이 본 연구에서 활용되었다. 연구의 목적을 효과적으로 달성하여 위하여 통합기술모형과 NFC 서비스에 대한 선행연구 분석을 실시하였으며, 실증분석과 가설검증을 위하여 빈도분석, 요인분석, 구조모형분석 등을 사용하였다. NFC의 수용인지가 태도에 미치는 영향을 파악한 결과, 성과기대와 사회적 영향은 태도에 정의 유의한 영향을 미치는 것으로 나타났으나, 노력기대와 촉진조건은 유의하지 않은 것으로 나타났다. 또한, NFC서비스에 대한 태도는 행동의도에 정의 유의한 영향을 미치는 것으로 나타나고 있다. 이를 통해 NFC의 태도에 많은 영향을 미치는 요인으로는 성과기대와 사회적 영향 요인이 매우 중요한 요인으로 나타나고 있어 실제 방문객들이 전시회를 통해 질적 수준을 충족될 수 있는 다양한 NFC의 활용방안 개발을 통한 적용이 이루어져야 함을 알 수 있었다. 이에, 일반인을 대상으로 NFC의 전시회 적용 가능한 분야 혹은 NFC서비스가 이루어지는 전시회에 대한 지속적이고 다양한 정보제공을 통해 사회적 영향을 높을 수 있는 방안으로 일반인들의 NFC 활용에 대한 긍정적인 태도를 유발하고 이를 통해 실제 사용으로 연계될 수 있는 방안이 마련되어야 할 것이다.

The purpose of this study is to examine the structural relationships between four key factors(performance expectancy, effort expectancy, social influence, facilitating conditions), attitude and use intention for NFC service based on UTAUT model. The subjects of study were visitors who visited 2014 Busan Biennale and used NFC service in Exhibitions, and the survey was conducted on-site at the Busan Museum of Art. Of the 250 distributed questionnaires, 203 usable data were used in this analysis. Confirmatory factor analysis and structural equation analysis were adopted by using SPSS 22.0 and AMOS 22.0. Results of this study are as follows: first, it is found that performance expectancy and social influence had a positive significant effect on attitude for NFC service. In addition, attitude for NFC service had a positive effect on use intention. As a summary, in our competitive business environment, because performance expectancy and social influence can upgrade the quality of service and can raise the use intention in Exhibitions, these factors are very important factors in the models.

박물관은 관람객의 감정 상태에 큰 관심을 보이고는 있지만, 이에 대한 조사 연구는 거 의 하지 못하고 있다. 본 연구에서는 미술관이나 역사박물관, 자연사박물관의 상설전시를 관람한 성인 들의 태도에 대해 조사하였다. 일차적으로, 어쩌면 크게 중요하지 않은 차원 에서 형식적 접근을 하였고, 이어서 관람객의 정서 작용을 파악하였다. 다음 단계로는 감 각, 감정, 기쁨, 욕망, 감정이입(공감), 몰입 그리고 개인적 취향의 표현으로 나타난다. 분 석도구는 다양한 각도에서 정서적 현상을 연구하게 된다. 즉 삶에 대한 긍정적 혹은 부정 적인 방식, 감정 표출에 대한 제한적 방식 또는 열린 방식을 탐구하고, 전시회에서의 개입 과 관련한 기원과 기능, 결과 등을 추적할 것이다.

This article illustrates the importance and necessities of opening a medical tour service exhibition. Thanks to the medical tourists in 2011, Korea, a chronic tour balance deficit country, recorded her first surplus in tour balance field. Medical tour not only contributes to the international tour balance surplus but has greatly affected the whole service industry. It also plays an important role in improving national image, brand, and dignity of Korea. Recently, Korea has attained one trillion dollars in foreign trade. In order to reach two trillion dollars in the near future, the growth of the service industry in Korea is greatly required. Korean Medical tour service industry has become a very competitive service industry. There are a lot of good reasons for hosting the medical tour service exhibition; Through the exhibition, the overall strong attracting points of Korean medical service industry can be widely announced to all over the world. Periodical and systematic opening of the exhibition will allow each medical organization to share know-how on the medical industry. Each exhibitor will compete in good faith. Well organized conference and case-study presentation will help enhance the overall standards of the Korean medical service industry.

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.

미군정기에 설립된 주한 미국 공보원(USIS)은 자유민주주의, 반공, 과학 기술 등의 주제로 영화, 전시, 라디오 방송, 출판물, 강연 등을 제작하여, 미국의 외교 정책과 문화를 홍보하는 데 주력했다. 특히 국내 각지에 지역 공보원을 설립하여 전국 곳곳으로 문화 활동을 전개해 나갔다. 본 연구는 1948년부터 1960년대까지 전문적인 문화예술공간이 극히 부족했던 광주에서 광주 미공보원이 수행한 다양 한 문화 활동을 살펴보며, 특히 전시회에 주목한다. 서울과 부산 등에 이어 1948 년에 개관한 광주 미공보원은 강연회와 영화 상영회, 전람회 등의 여러 문화예술 행사를 개최해 나갔다. 주한 미공보원에서 기획한 미술/비미술 순회전뿐 아니라, 지역 미술가들의 전시회를 개최하거나 후원하는 등 호남 미술계에 호혜적인 활동 도 벌였다. 특히 개관 직후인 1948~50년에는 추상미술의 선구자들인 김보현, 양 수아, 강용운, 수채화가 배동신, 그리고 동양 채색화가 천경자 등의 개인전이 열 리는 등, 아직 미술관과 화랑이 부재했던 광주에서 미공보원은 한국 미술사에 중 요한 족적을 남긴 미술가들의 초기 전시회가 개최된 중요 장소였다. 그러나 점차 미술 전시는 다방과 대형 회관들에서 열리게 되고 1970년대 초에는 사립 미술관 들이 등장하면서, 광주 미공보원의 전시회 활동은 축소된다.

The United States Information Service(USIS), established in Korea, during the Korean War, focused on promoting American foreign policy and culture through the production of films, exhibitions, radio broadcasts, publications, and lectures on topics such as liberal democracy, anti-communism, and science and technology. Specifically, the USIS established regional offices to conduct cultural activities across the country. This study examines the various cultural activities undertaken by the Gwangju Branch of the U.S. Information Service(USIS/Gwangju) from 1948 to the 1960s (when specialized cultural spaces were extremely scarce), focusing particularly on exhibitions. Initiated in 1948, USIS/Gwangju organized a variety of cultural events, including lectures, film screenings, and exhibitions. Apart from the “art” and “non-art” traveling exhibitions organized by USIS in Korea, it also engaged in reciprocal activities with the Honam art scene by hosting or sponsoring exhibitions of local artists. In Gwangju, which still lacked museums and galleries, USIS/Gwangju was an important venue for the early exhibitions of artists who left an important mark on Korean art history, including the abstract art pioneers Po Kim(Kim Po-hyun), Yang Sooa, and Kang Yongun, watercolorist Bae Dongshin, and oriental colorist Chun Kyungja. Gradually, however, art exhibitions were held in “dabang” and “hoegwan,” and by the early 1970s, private art galleries had emerged, diminishing the USIS/Gwangju's exhibition activities.

전시와 컨벤션은 지방의 성장을 위한 민간 및 공공기관의 집단적 목표를 구체화하고 포지셔닝 하도록 할 수 있는 첨단산업과 창조산업에 관한 더 많은 전시회와 국제회의 를 개최하도록 함으로써 그들 도시의 경제 및 혁신 가치를 가속화 하도록 도울 수 있 다. 이는 해당산업에서 외부 기업 투자와 인재를 보다 효과적으로 유치하는 것이 가능 하도록 할 것이며 궁극적으로 도시의 브랜드 가치를 높일 수 있는 전기를 마련할 수 있는 토대를 구축할 것이다. 궁극적으로 이러한 도시 브랜드 가치는 도시의 지속가능 한 발전을 가능하게 할 것이다. 전시장을 보유하고 있는 지역에서의 주요산업을 알아보고 그 산업에 부합하는 전시 회가 얼마나 해당 지역에서 개최되고 있는지를 알아봄으로써 각 지역이 전시회를 지역 의 지적자본을 모으는 시설로 활용하고 있는지를 알아보고자 하였다. 이를 통해서 각 지역이 전시회를 지역의 지적자본을 모으는 시설로 활용하고 있는지를 파악하였는데 지역에서 주요산업으로 간주하고 있는 산업에 관련된 전시회가 전시장에서 다수 개최 되지 못하고 있었으며, 특정 지역에 많은 전시회가 산업의 부문과 관계없이 쏠림 현상 이 일어나고 있었다.

Exhibitions and conventions can help accelerate the economic and innovational value of their cities. Holding more exhibitions and international conferences on high-tech and creative industries can help shape and position the collective goals of private and public institutions for local growth. This will make it possible for the corresponding industry to attract external corporate investment and talent more effectively and will ultimately lay the foundation for a turning point in enhancing the city's brand value. In this regard, the study sought to identify the specialized industries of cities that have exhibition and convention centers in Korea and how much exhibitions are being held in those areas to identify how much each region is using the exhibitions as a facility to collect local intellectual capital. In conclusion, it was found that the majority of the specialized industries' exhibitions were not being held in exhibition centers. In fact, most of the exhibitions held in these specific cities do not relate to any specific industry.

The purpose of this study is to examine the effects of convention center’ servicescape on exhibition attendees' satisfaction and behavior intention. Accordingly, a total of 282 valid samples were collected from participants of the event held in Suwon Convention Center and analyzed using frequency analysis, factor analysis, reliability analysis, multiple regression analysis. The results of this study are as follows. First, the convention center’ servicescape factor(accessibility, pleasantness, aesthetics, convenience, cleanliness) has a positive effect on customers' satisfaction. Second, the convention center’ servicescape factor(accessibility, pleasantness, aesthetics, cleanliness) has a positive effect on behavior intention. Third, the more satisfaction the customers can perceive, the higher rises the behavior intention. Therefore, the results of this study will be useful in enhancing customer satisfaction and improving revisit through management of servicescape factors. Based on the results of this study, it provides practical implications for the operation strategy of the convention center servicescape.

본 연구의 목적은 전시회 서비스를 참관객의 요구에 맞게 적용할 수 있는 요인에 관하여 조사 및 분석하여 이를 활용하여 국내 전시회의 품질을 높일 수 있는 방안을 도출하는 것이다. 참관객의 니즈에 맞게 전시회를 기획한다면 전시회에 참관하려는 참관객도 많아 질 것이고 참가하려는 기업은 당연히 많아 길 것이다. 이를 통하여 세계 기업들이 대거 참가하고자 하는 글로벌 톱브랜드 전시회를 더 많이 창출할 수 있도록 하는 창조적 전시회 발굴뿐만 아니라 기존 전시회도 국제경쟁력 향상을 위해 해외무역전시회의 국제경쟁력의 원천을 찾아내고자 하였다. 연구와 보고서 등을 바탕으로 전시회의 구성요소 및 특성을 정리하고 설문조사를 통하여 참관객의 니즈(요구사항)를 파악하였다. 이를 QFD 모형을 통하여 참관객의 니즈 를 특성별로 분류하여 계층분석과정(AHP)을 이용하여 계량적으로 파악하였다. 참관객 니즈와 무역전시회 특성간의 상호관련성을 확인한 결과 참관객 중심의 무역전시회를 기획하기 위해서는 많은 기업의 참가를 유치해야하고 참가기업에게 다양한 제품을 전시할 수 있도록 해야 한다. 또한 대기업의 참가가 중요하게 작용한다. 이는 참관객이 전시회참가에 있어 가장 중요하게 생각하는 것이 결국 참가기업임을 보여주고 있다. 접근성과 편의성이 다소 떨어지더라도 대기업과 다양한 기업, 다양한 상품을 보고 정보를 얻고 기업과 상호작용하는 것이 기본이 되어야 한다는 것을 알 수 있었다. 이를 토대로 참가기업의 니즈에도 적용을 하여 많은 참가기업이 참가하고 싶은 참가기업의 니즈가 반영된 전시회 기획에도 적용을 할 수 있을 것으로 보인다. 나아가 전시주최자가 생각하고 있는 무역전시회 중요요소와 참가업체 니즈 중요도, 참관객 니즈 중요도의 상관관계를 도출한다면 향후 참가기업이 참가하고 싶고 참관객이 참관하고싶은 세계 톱브랜드 전시회를 개최할 수 있을 것으로 여겨진다.

The purpose of this study is to research and analyze the factors which could be applied according to the needs of the visitors and to identify measures to enhance the quality of domestic exhibitions by utilizing them. If exhibitions are designed in accordance with the needs of the visitors, the number of visitors who wish to attend the exhibitions will increase and the number of exhibitors that wish to participate will certainly increase. Through such, the study aimed to not only discover creative exhibition capable of generating more global top brand exhibitions encouraging the participation of global companies but also to identify the source of international competition in overseas trade exhibitions. As a result of summarizing the composition elements and characteristics of visitors based on researches, reports and the like, analyzing the needs of visitors through QFD models by analyzing the needs of visitors through surveys, conducting quantitative analysis by using Analytic Hierarchy Process (AHP) and confirming the mutual relevance between the needs of visitors and the characteristics of trade exhibitions, the participation of exhibitors has to be sustained while exhibiting various products in order to plan trade exhibitions centered on visitors. Moreover, the participation of conglomerates is significant. This indicates that eventually, the visitors regarding the participation of exhibitors as the most important thing. It demonstrates that although the accessibility and convenience may be quite low, viewing various companies and various companies, obtaining information and the interaction with companies have to be fundamental.

The purpose of this study was to estimate the economic impact of the trade shows that received financial support from the government in 2013, using an input-output (I-O) model. Exhibition-related sectors were derived from the transaction tables developed by Bank of Korea (2009), and their multipliers were estimated in terms of output, income, value added, indirect tax, import, and employment. The buyers’ and exhibitors’ expenditures were estimated through surveys. The results of this study indicate that in 2013, the trade shows that received financial support from the government generated 830.4 billion Korean won of output impact, 148.5 billion Korean won of income impact, 377.8 billion Korean won of value-added impact, 47.6 billion Korean won in indirect tax impact, 96.3 billion Korean won in import impact, 12,688 full-time jobs (non-paid and paid), and 8,870 full-time jobs (paid).

The purpose of this study is to analyze comparatively the present state of Korea and Japan exhibition industry. For this purpose, this study analyzed as follows. First, this study analyzed the outline of Korea exhibition industry and Korea exhibition facilities. and analyzed how many fairs were held at Korea in 2006. Also, we discussed about government policy and strategy for exhibition industry in Korea. Second, this study analyzed the outline of Japan exhibition industry, Japan exhibition facilities and many fairs held at Japan in 2005. Also, we discussed about government policy and strategy for exhibition industry in Japan. Finally, this study presented the policy implications for upgrade of Korea exhibition industry

The purpose of this study is to analyze comparatively the present state of Korea and Japan exhibition industry. For this purpose, this study analyzed as follows. First, this study analyzed the outline of Korea exhibition industry and Korea exhibition facilities. and analyzed how many fairs were held at Korea in 2006. Also, we discussed about government policy and strategy for exhibition industry in Korea. Second, this study analyzed the outline of Japan exhibition industry, Japan exhibition facilities and many fairs held at Japan in 2005. Also, we discussed about government policy and strategy for exhibition industry in Japan. Finally, this study presented the policy implications for upgrade of Korea exhibition industry