전시회 주최자 서비스와 참관객 체험과의 관계 연구

Abstract

The purpose of this study tries to examine and analyze the relationships of exhibition organizer services and Visitor's Experience. Among 250 questionnaires, 226 respondence were collected. The results of this study are as follows. First, as the result of analyzing the factors for the exhibition organizer service, 'human service', 'operating service', 'organizing service', 'physical environment' of the four dimensions were derived, and visitor's experiences were found to be 3 dimensions(education, entertainment and aesthetics, novelty). Second, as the result of empirical analysis, the exhibition services from organizer were found to have positive effects on the visitor's experiences. Among the organizer services, 'organizing service', 'physical environment' and 'human service' factors were found to have significant effects on the education factor and entertainment and aesthetics factor of visitor's experiences, but 'organizing service' factors was positively influenced by the factor of 'novelty'. Third, the exhibition services from organizer were found to have significantly positive(+) effects on the degree of participation satisfaction. Especially, 'human service', 'organizing service', and 'physical environment' factors were found to have significant effects on the degree of participation satisfaction, but 'operating service' and 'convenience' factors were found to be not significant.