전시업체 유형별 전시회 선택속성에 관한 연구
A Study on Exhibition Choice Attribute by Exhibitor type
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초록
The objective of this study is to suggest useful directions for exhibitor attracting strategy of exhibition organizers through dividing the exhibitors who participated in the exhibitions, 'Electronics Manufacturing Korea 2014' and 'The 29th Korea World Travel Fair', into several groups by exhibition choice attribute, and comparing and analyzing the differences among the groups. To achieve the objective, as conceptual framework of the study, the literature on concept and effect of exhibition, and exhibitor's exhibition choice attribute were reviewed, and the empirical study on exhibitors' perception about exhibition choice attribute was conducted. According to the findings of this study, the following suggestions were presented to exhibition organizers. First, for the exhibitors belonging to the group1 named passive 'external factor' pursuit type, exhibition organizers are needed to try to choice well known exhibition center and to promote exhibition actively through various mass media and to enhance their operation ability continuously. Second, for the exhibitors belonging to the group2 named 'sale activity factor' pursuit type, exhibition organizers will have to set conditions in order to take place a lot of sales via exhibition. Third, for the exhibitors belonging to the group3 named active ‘choice attribute factor’ pursuit type, exhibition organizers will have to make preparations not just only for the conditions for the above 2 types but also for the conditions for remaining 2 choice attribute factors, which are 'internal factor' related to marketing strategy and 'non sales activity factor' relevant to various information gathering and distribution channel investigation.
Abstract
The objective of this study is to suggest useful directions for exhibitor attracting strategy of exhibition organizers through dividing the exhibitors who participated in the exhibitions, 'Electronics Manufacturing Korea 2014' and 'The 29th Korea World Travel Fair', into several groups by exhibition choice attribute, and comparing and analyzing the differences among the groups. To achieve the objective, as conceptual framework of the study, the literature on concept and effect of exhibition, and exhibitor's exhibition choice attribute were reviewed, and the empirical study on exhibitors' perception about exhibition choice attribute was conducted. According to the findings of this study, the following suggestions were presented to exhibition organizers. First, for the exhibitors belonging to the group1 named passive 'external factor' pursuit type, exhibition organizers are needed to try to choice well known exhibition center and to promote exhibition actively through various mass media and to enhance their operation ability continuously. Second, for the exhibitors belonging to the group2 named 'sale activity factor' pursuit type, exhibition organizers will have to set conditions in order to take place a lot of sales via exhibition. Third, for the exhibitors belonging to the group3 named active ‘choice attribute factor’ pursuit type, exhibition organizers will have to make preparations not just only for the conditions for the above 2 types but also for the conditions for remaining 2 choice attribute factors, which are 'internal factor' related to marketing strategy and 'non sales activity factor' relevant to various information gathering and distribution channel investigation.
참고문헌 (24)
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