국제전시참가에 있어서 전시자(exhibitor)의 선택요인에 관한 연구

다국어 초록 (Multilingual Abstract)

The trade fair is the ideal medium for the transfer of the corporate culture, corporate identity and corporate design of a company. No other medium can demonstrate as many facets of a company as a well thought-out trade fair stand.<br/>
The study about exhibitors is an essential element of analyzing and forcasting the trade faire. This Article endeavors to identify the choice factors of exhibitor at the trade fair participation. After discussing some of the theoretical and conceptual aspect of exhibitors some empirical studies about the relationship between characteristics and choice factors of exhibitor are performed. To verify the hypothesis, factor analysis and ANOVA were used. The results are follows. Six factors such as structure of visitors, managements of trade fair organizer, trade fair facilities and infrastructure, approachs, acquisition of information and advertisement, and reliability of trade fair information were identified and had significant relations with exhibitor's characteristics. The results could be used to set up new concepts and marketing planes for the trade fair organizers.