국제전시회 서비스 속성이 주최자의 중요도 지각과 참가업체·참관객 만족도에 미치는 영향 = Impacts of International Exhibition Sevices Organizer's Perception and Participant's Satisfaction

다국어 초록 (Multilingual Abstract)

This research examines the satisfaction level of exhibitors and visitors in order to effectively manage exhibition services provided by organizers, and the perception level of organizers about the exhibition service. By doing this, it would be able to make exhibition service providers to prepare better rating system for operation of international exhibition service and to upgrade the current service. This research also suggests the direction of continuous improvement for local providers of a exhibition service.
This research was processed in two different directions. First, survey questionnaire distributed to employees who work for exhibition service companies resided in Seoul, Korea, and second, survey took account of exhibitors and exhibition visitors that have participated any kind of international exhibitions which were held in COEX from March 27 to May 3, 2003.
The result of the study can be concluded as follows:
First, the attributions of exhibition service was differentiated according to positions of exhibition organizers', exhibitors', and visitors'. Therefore, all factors related to the exhibition such as exhibition organizers, exhibitors, and even visitors must be considered in order to evaluate the exhibition service accurately. For instance, the exhibition organizers perceived the facility that accommodates customers and the convenience of location as important factors when they host the exhibition while exhibitors considered the information of the exhibition, parking facility, rest area, ventilation facility, and cooling and heating system as important factors. Visitors, on the other hand, were most likely to have rest area, emergency equipment and informative brochures in the place of exhibition.
Second, this research also found that exhibition service providers might have to segment the exhibitors and visitors for successful operation of the service. Among exhibitors of international exhibitions in Korea, large exhibitors that tried to advertise and to sell their products regarded the scale and the information of the exhibition as important factors while small exhibitors, trying to obtain useful information from the exhibition, regarded the safety and cleanliness as important factors. In addition, exhibition visitors who needed information of the products were likely to satisfy with amenities related to tourism while those who just visit to the exhibition without any purpose were likely to satisfy with the quantity and quality of tourism resource nearby. Therefore, the results implies that success of exhibition depends on how well satisfied all elements of the exhibition such as exhibition organizers, exhibitors, and visitors are and how the exhibition is differentiated with others.
Third, exhibitors and visitors were satisfied overall, but the basic factors of the exhibition still need to be improved. In addition, this study proposes exhibition organizers to take further suggestions from exhibitors or visitors about the attributions of exhibition so as to enhance service. Continuous efforts for better exhibition service and aggressive investment for better customer-friendly environment is needed, which increase participants' satisfaction.

목차 (Table of Contents)

• 목차 = ⅰ
• 제1장 서론 = 1
• 제1절 문제의 제기 = 1
• 제2절 연구의 목적 = 5
• 제3절 연구의 방법 및 범위 = 7
• 제2장 이론적 배경 = 9
• 제1절 전시회의 개요 = 9
• 1. 전시회의 개념 = 9
• 2. 전시회의 분류 = 11
• 3. 전시회의 파급효과 = 16
• 제2절 전시서비스 속성 = 19
• 제3절 전시회의 기능과 참가 목적 = 26
• 1. 전시회의 기능 = 26
• 2. 참가목적 = 29
• 제4절 전시회 참가업체 및 참관객 만족도 = 34
• 1. 참가업체 만족도 = 34
• 2. 참관객 만족도 = 41
• 3. 만족요인 분석 = 43
• 제3장 국내외 전시산업의 현황 및 문제점 = 45
• 제1절 국내 현황 = 45
• 제2절 국외 현황 = 51
• 1. 독일의 전시산업 = 52
• 2. 미국의 전시산업 = 55
• 3. 일본의 전시산업 = 56
• 제3절 국내 전시 산업의 문제점 = 58
• 제4장 연구설계 = 62
• 제1절 연구모형 및 연구가설 = 62
• 1. 연구모형 = 62
• 2. 연구가설 = 63
• 제2절 변수의 조작적 정의 및 측정도구의 개발 = 65
• 1. 변수의 조작적 정의 = 65
• 2. 측정도구의 개발 = 66
• 제3절 조사설계 = 71
• 1. 조사의 개요 = 71
• 2. 분석방법 = 73
• 제5장 실증분석 = 74
• 제1절 표본의 특성 = 74
• 1. 참가업체 = 74
• 2. 참관객 = 76
• 3. 주최자 = 77
• 제2절 가설검증을 위한 예비분석 = 79
• 1. 참가업체의 전시서비스 속성에 관한 요인분석 = 79
• 2. 참관객의 전시서비스 속성에 관한 요인분석 = 81
• 3. 주최자의 전시서비스 속성에 관한 요인분석 = 83
• 4. 전시서비스 속성별 중요도/만족도 차이분석 = 86
• 제3절 가설검증 = 92
• 1. 전시서비스 속성과 참가업체 만족도 = 92
• 2. 전시서비스 속성과 참관객 만족도 = 102
• 3. 전시서비스 속성과 주최자 중요도 지각 = 112
• 제4절 시사점과 제언 = 116
• 제6장 결론 = 119
• 제1절 연구 요약 = 119
• 제2절 연구의 한계점 및 향후 연구방향 = 122
• 참고문헌 = 123
• 설문지 = 132
• ABSTRACT = 144