무역전시회의 체험형 국가홍보관 전시 연출에 관한 연구

Abstract

In the modern society so called global competition era and unlimited information society, each country continues to compete with others fiercely in the global society which is closely connected as the global village. With the recent development of Mice industry, great and small global trade shows have been actively held in the cities all over the world and each country has tried a variety of strategies to differentiate the national identity from others as well as to enhance the images of the products and the national brand by establishing national PR centers in the trade shows that mainly aim to promote and sell the national branded products so as to enhance the positive images on the country and the products and to induce the customer’s purchasing. It has not a few limitations in the productions of exhibition contents and booth space of the national PR center to enhance the national image in the fierce competition, and the strategic application of the differentiated experience type exhibition production is urgently required to overcome these. In this study, the cases were analyzed based on five experience elements of national PR center including sensible, emotional, cognitive, behavioral, and relational elements, and discussed on its production plans for its implications and enhancement of national brand values in the future.