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연영철(Yeon Young-Chul) 한국무역학회 2008 무역학자 전국대회 발표논문집 Vol.2008 No.8
This study is intended to empirically verify the hypotheses of the causal relationship among pavilion participant's activities, visitor interest and performance. The structural equation modeling analysis, using data of 220 participants at Korean pavilions, was employed to test the goodness of the research model fitness. The research model met fitness criteria, and the empirical findings of this research are; first, marketing activities of participants at the each stage of pre-show, on-show, positively caused the visitor interest: secondly, with exception of pre-show activities, on-show and post show activities positively and directly affected the performance of pavilion participants: thirdly, visitor interest has positively influenced on post-show activities and strongly on individual participant's performance. Besides, pre-show activities have causal relationship with on-shows, on-show activities with post shows. The result of this study suggests that co-participants of group pavilion should, in spite of pavilion organizer's supporting role, exert their best efforts on each pre-show, on-show, and post-show stage, to invite many potential visitors and buyers, and to make active promotional activities at each stage, as those factors caused positively the good performance of participants which is the most important reason for Korean companies' participation at the international trade shows.