전시회 방문동기, 속성, 만족간의 영향관계

다국어 초록 (Multilingual Abstract)

An exhibition industry is one of the fastest growing segments in convention industry. Exhibitions are used as one of very important methods in marketing mix for many companies, especially in more developed countries, America and Europe.
While most researches on this field may focus on seeking approaches for the optimum marketing effect to target the potential participating companies, there is little that deals with the visitors' motivation or satisfaction. Exhibition organizers are asked to know what influences the visitors' satisfaction, because it is also important to attract more visitors to an exhibition as well as companies to hold successive exhibitions. Therefore, this study is to identify the effect relation of the visitors' motivation at an exhibition, its attributes, and visitors' satisfaction and then help the exhibition organizers establish the effective strategies in attracting more visitors.
According to literature on exhibitions, people visiting an exhibition have their own motivation and rank the attributes of the exhibition differently, and it influences their satisfaction.
Author studied visitors who came to two exhibitions, 'Busan International Food Expo: POFAS 2002' and 'Green FoodSHOW 2002' held in BEXCO, Busan during May 23-26, 2002 and used the SPSS statistics package program to analyze the data, using frequency analysis, reliability analysis, factor analysis and multiple regression analysis.
As a result, some of visitors' motivation factors influenced how important they regard the each attribute of an exhibition and their satisfaction. Moreover, the importance of each attributes also influenced their satisfaction.
Although this study verified some of the hypotheses, it also has some limitations in that there some difficulties in drawing more factors influencing visitors' satisfaction because, as mentioned above, there is little studies on the visitors' satisfaction at an exhibition. Therefore, more researches are needed with regard to visitors' satisfaction.
Nonetheless, this sturdy is expected to help the exhibition organizers understand visitors' motivation and the importance of each attribute, and establish the efficient strategies to attract more visitors.

목차 (Table of Contents)

• 목차
• I. 서론 = 1
• 1. 문제 제기 = 1
• 2. 연구 목적 = 5
• II. 이론적 배경 = 7
• 1. 전시회의 개념 및 유형 = 7
• 2. 전시산업 및 전시회 현황 = 9
• 3. 전시회 관련 문헌 연구 = 21
• 4. 전시회 방문동기, 속성, 만족과의 관계 = 31
• 5. 변수의 조작적 정의 = 34
• III. 연구방법 = 40
• 1. 연구모델의 설계 및 가설의 설정 = 40
• 2. 조사 방법 = 42
• 3. 조사 대상 = 44
• 4. 자료 수집 = 44
• 5. 분석 방법 = 47
• IV. 가설의 검증 및 결과의 해석 = 48
• 1. 분석 결과 = 48
• 2. 가설의 검증 = 58
• 3. 결과의 해석 = 66
• V. 결론 = 68
• 1. 연구 요약 및 시사점 = 68
• 2. 연구결과의 한계 및 과제 = 69
• 참고문헌 = 71
• 부록 = 75
• Abstract = 79