전시참가자의 동기와 만족에 관한 연구 : 국내 서울, 부산, 대구 컨벤션센터 방문객들을 중심으로 = A Study of Exhibition Attendees' Motivation and Satisfaction

다국어 초록 (Multilingual Abstract)

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.