Attitude Toward Exhibition Websites on Revisit Intention and Exhibition Participation

Daehui Lee,Murat Hancer 한국무역연구원 2010 무역연구 Vol.6 No.2

Exhibition websites are accessed by many potential exhibition visitors. Several characteristics of websites have been determined to influence viewer attitudes and to be decisive elements in shaping viewer intention to revisit a given exhibition website or visit the exhibition itself. This study examines these characteristics and how they influence viewers. A survey of five South Korean exhibition websites revealed that three significant website characteristics resulted in higher visitor numbers for an exhibition. These factors concerned Entertainment, Informativeness, and Trust. Entertainment and Trust factors significantly influenced customer intention to revisit exhibition websites. Moreover, the Entertainment and the Informativeness factors significantly influenced customer intention to participate in exhibitions. Lastly, customer intention to revisit exhibition websites positively influenced the intention of customers to participate in exhibitions. The results of this study provide strategies for organizing exhibition websites and increasing exhibition participation.

전시회 서비스품질이 참관객 만족도 및 행동의도에 미치는 영향 전시 관여도 조절효과를 중심으로

하홍국 ( Hongkook Ha ),김현주 ( Hyunju Kim ) 관광경영학회 2020 관광경영연구 Vol.98 No.-

Little empirical research has examined exhibition service quality, totally including convention centers and exhibition service companies as well as organizers and participating companies throughout various exhibitions. Therefore, this study analyzed the impact of exhibition service quality on visitor's satisfaction and the future behavior of the exhibition, and also examined the effect on satisfaction according to the level of involvement in participants. The survey was conducted through an online survey of 278 residents in the Seoul metropolitan area(including Incheon, Gyeonggi) for a month in June, 2020 by Google Form. As a result of the survey and analysis, four factors in quality of exhibition services: information and human services, physical services, exhibition contents, and facility convenience services have significant positive(+) impacts on overall satisfaction and behavioral intention. As the results of LR-test, information and human services factor, physical services factor, exhibition contents factor have been found that there are moderating effects on high exhibition involvement group and low exhibition involvement group. In the low exhibition involvement group, facility convenience factor showed no correlation between satisfaction and behavioral intention. The mediating effect of satisfaction in effect relationship to this behavioral intention was adopted as complete mediation for the facility convenience factor and partial mediation for other factors. This study can be used as basic data onto differentiation strategies of convention centers.

전시회 체험과 계획행동이론의 적용을 통한 참관객 행동에 대한 연구

강희래 한국이벤트컨벤션학회 2020 이벤트 컨벤션 연구 Vol.16 No.1

Purpose – Trade between countries has increased rapidly over the past few decades due to the internationalization of modern society, which it also led the evolution of the exhibition industry. As the exhibition industry evolves and expands in different forms, the scope of exhibition experience has also expanded. Therefore, studying exhibition attendees' experience and behavior are critical to keep pace with the industry changes. The aim of this study is to analyse the factors that affect exhibition attendees' behavior by using the TPB and exhibition experience variables. Research Design, data, and methodology – By carrying out the exploratory factor analysis, underlying factors of the TPB and exhibition experience variables were extracted. Using the extracted factors, multiple regressions were conducted. Also, Baron & Kenny(1986)'s 3-step regression approach was used for validating the mediation effect. Result – Among the TPB variables, only 'attitude' had a statistically significant relationship with the behavioral intention, and the exhibition experience factors were also found to have significant relationships with the behavioral intention. Furthermore, the mediating effects of 'attitude toward visiting exhibition' were proven to be significant on the relationships between the exhibition experience factors('educational experience', 'entertainment experience', 'escapist experience') and the behavioral intention. Conclusions – Exhibition marketers should consider providing positive entertainment and educational experiences as these are important factors that positively affect the revisit and recommendation intentions of the exhibition attendees.

전시회 참관수요 결정요인 분석 코로나19시대의 전시회 관여도를 중심으로

하홍국,이희찬 관광경영학회 2020 관광경영연구 Vol.99 No.-

The rapid development of ICT is making us accustomed to online consumption and networking, but exhibitions are expected to increase further. There are many studies of the exhibition's service attributes with the visitor's behavior, few studies have identified the direct impact on the exhibition's service quality on demand of visitors. Therefore, this study analyzes the main determinants using the service quality attributes of the exhibition and the impact on variables of the visitors' involvement and the demand model estimation. The survey was conducted through an online survey of 278 people that attended exhibitions of the last three years for a month in June, 2020 by Google Form. The Truncated Poisson model and the Truncated Negative Binomial model were used to estimate the demand model for the service quality of the exhibition. As the results of LR-test, the estimation was as follows. First, marital status and educational level have negative impacts in the high exhibition involvement group, gender and age have positive impacts in the low exhibition involvement group. Second, the exhibition's reputation factor was shown to have the positive influence on the high exhibition involvement group, but the content learning factor was the negative impact. In the low exhibition involvement group, the facility convenience factor was shown as positive, the information factor was shown as negative. The results of the study could provide practical implications for the exhibition marketing, which is facing a new turning point due to the COVID-19.

전시회 위험지각이 전시회 이미지와 방문 만족도에 미치는 영향: 코로나 19 팬데믹 상황에서 중국인 관광객을 중심으로

왕흔,양승훈 한국관광진흥학회 2022 관광진흥연구 Vol.10 No.3

This study is aimed to review exhibition visitors’ perceived risk and related variables in COVID-19 pandemic setting in which exhibition industry is under unprecedented crisis. As authentic experience of exhibition visitors come from face to face gathering in the context of specific time and place, recent arguing over the on-line or untact type of exhibition only provide only imprompt solution and are far from fundamental approach. It is necessary to verify exhibition visitors’ on-site behaviors at an exploratory level and to initiate further studies. A self-entry survey was conducted on 209 Chinese tourists who visited BUSAN BEXCO in October 2021. Regarding Hypothesis 1 and Hypothesis 2, it was found that the perceived risk of the exhibition due to COVID-19 had a significant effect on the exhibition image, and the exhibition image partially had a significant effect on the exhibition visiting satisfaction. In verifying Hypothesis 3, exhibition visiting satisfaction effected significantly revisit intention to exhibition. perceived risk due to COVID-19 was closely related to human service image factor among the exhibition images, and only human service image factor influenced exhibition visiting satisfaction. By conducting this research, perceived risk of the exhibition due to COVID-19 was found, and possible infection from other visitors during stay develop into stigma of COVID-19 after returning to daily life. In addition, it was found that the risk of quality damage when participating in the exhibition due to the COVID-19 quarantine rules is reduced by the excellence of human services rather than the physical exhibition environment. In the similar vein, service staff’s kindness, excellence, and expertise lead to visitors’ satisfaction. The theoretical practical implications and limitations were included at the end of the paper.

한국무역전시산업의 경쟁국가간 경쟁력 비교분석 : 경쟁전시회를 중심으로

윤기관 한국무역연구원 2011 무역연구 Vol.7 No.1

This paper aims at presenting the some strategies and tactics in order that Korean global top brand exhibition candidates secure the best international competitiveness. In the paper, the author analyzed and compared the international competitiveness of Korean 4 field exhibitions with the similar international trade exhibition. As a result of this research, the author presented the following 3 strategies and tactics: 1)increasing international competitiveness of trade exhibition organizer, 2)creating trade exhibition hub in Asian region, and 3) improving trade exhibition and trade exhibition center in local area. And 4), the author insisted that the result of this research suggests the necessity of endowing Korean trade exhibition with the independent 'Standard Industry Classification Code" for raising up international competitiveness in Korean trade exhibition.

PPA 기법을 통한 전시회 웹사이트의 특성 연구

신재기 한국관세학회 2009 관세학회지 Vol.10 No.1

This study is performed in order to contribute to the development of exhibition website by finding out influential features which enhance the quality of exhibition websites. The positions of each selected exhibition was examined though PPA(preference and participation analysis) and the second quadrant on the PPA matrix which represents high preference and low participation was focused in this research. In order to investigate particular reasons that affect high preference and low participation of exhibition participants, the four major factors of websites were used and influential features in exhibition websites were figured out. Based on the results of this study, Invention Patent Exhibition and Festive Gift Fair were highly preferred and lowly participated compared to other three exhibitions. After finding the second quadrant located exhibitions, the four website features such as trustworthiness, veracity, usefulness and convenience were investigated. The results indicated that the website of Invention Patent Exhibition showed low veracity compared to other three features and the website of Festive Gift Fair showed low convenience. Therefore, exhibition website managers should consider influential website features, especially, veracity and convenience of exhibition website information and service in order to enhance the quality of exhibition website features and increase exhibition participation.

실감형 콘텐츠를 전시공간디자인에 접목한 사례 연구 -문화 및 집회시설의 사례를 중심으로-

강경묵 ( Kang Kyungmook ) 한국공간디자인학회 2021 한국공간디자인학회논문집 Vol.16 No.8

(연구배경) 산학연협력 촉진 및 정부와 기업간에 ICT를 기반으로 한 실감형 콘텐츠가 문화기반시설을 바탕으로 매우 활발하게 전개해 나아가고 있는 것이 현실이다. CPU와 인간의 일반적인 정보공유인 IT에서 한층 더 발전된 ICT기술을 기반으로 다양한 미디어콘텐츠가 펼쳐지고 있다. 실감형 콘텐츠는 디지털 콘텐츠로 점점 발전하여 대표적인 킬러 콘텐츠로 자리매김하고 있다. (연구방법) 이에 본 연구에서는 최근 10년내에 국가 및 지자체가 기획하고 운영하고 있는 문화 및 집회시설의 전시공간을 선정하고 사례를 통해서 실감형 콘텐츠의 실태를 조사하였다. 연구의 방법은 첫째, 문헌조사를 통해 실감형 콘텐츠의 개념과 유형의 특성에 대해 조사하였다. 둘째, 사례를 통해 실감형 콘텐츠의 적용대상률과 실감형 콘텐츠의 전시공간을 조사하였다. 셋째, 각 사례를 통해 실감형 콘텐츠의 기대효과를 도출한다. 이를 바탕으로 국가 및 지자체에서 실감형 콘텐츠를 계획하고 있는 전시공간 디자인의 방향을 제안하고자 한다. 그리고, 실감형 콘텐츠는 전시공간에서 가상현실(VR), 증강/혼합현실(AR/MR), 홀로그램 융합, 미디어 파사드 콘텐츠의 가장 적합하게 전시매체로 활용되고 있어서 본 연구에서는 실감형 콘텐츠 유형 중 몰입형 콘텐츠로 조사하는 것에 제한하였다. (결과) 울산안전체험관은 실감형 콘텐츠 중 VR, AR로 전시연출이 되었으며 전체 적용대상률은 3층 전시면적의 77.6%로 빈도율이 매우 높게 조사되었다. 국립항공박물관은 체험 연계 VR콘텐츠로 전시공간이 구성되었으며 적용 대상률은 20.0%로 박물관에서도 실감형 콘텐츠가 편중되고 있다. 제주 플레이케이팝은 실감형 콘텐츠로 전시 계획한 바와 같이 3D 애니메이션 영상미디어인 ‘라이브360’과 홀로그램 콘서트인 ‘라이브 홀로’로 전시공간이 크게 나누어졌고, 이를 바탕으로 적용대상률은 26%이상을 전시공간으로 구성하고 있다. 경남고성공룡엑스포 공룡AR체험존은 VR, AR로 실감형 콘텐츠로 전시매체가 킬러 콘텐츠로 조성되어 적용대상률은 전시면적 전체 100%로 매우 높은 실감형 콘텐츠로 전시공간이 연출되어 있다. 국립해양과학관은 행잉형 VR시뮬레이터, 5D영상관, 3층 상설전시실의 절반을 활용한 AR 증강현실로 전시공간이 구성되어 있어 실감형 콘텐츠의 VR, AR로 전시매체가 기획되었으며 적용대상률은 약30.0%로 높게 편중되었음을 알 수 있다. (결론) 본 연구에서는 실감형 콘텐츠를 활용한 문화기반시설의 전시공간에 대해 분석을 하였다. 각 사례를 통해 실감형 콘텐츠가 4차 산업 혁명의 대표적인 미디어콘텐츠로 자리매김하고 있으며, 킬러 콘텐츠로 전시공간이 구성되었음을 결과로 도출하였다. ICT분야의 국내 기업들도 규모가 영세하여 실감형 콘텐츠를 제작해 기관간의 공유하고 MOU체계를 맺어 지역 간의 문화기반시설의 편 중심을 분리하는 방안이 필요하다. 각 사례를 통해 문화기반시설 중 전시공간에서 실감형 콘텐츠의 적용대상률을 통해 중요성에 대해 조사하였고, 이를 바탕으로 정부에서도 ICT를 기반으로 하는 킬러 콘텐츠의 수준 높은 실감형 콘텐츠가 지속적으로 진행하길 기대한다. 실감형 콘텐츠를 전시 기획하는 전시공간의 문화기반시설에 배가되는 것을 기대한다. (Study Background) Cultural infrastructure actively deploys realistic content through the promotion of industry-university -research cooperation and development of ICT (information and communication technology) in both public and private sectors. Media content is developed around evolving digital content, and is increasingly becoming realistic as the virtual and real worlds converge in a variety of fields and spaces. (Method) The study method involved first examining the concept and types of realistic content through a literature survey. Second, it involved investigating the ratio of realistic content used to where it was not in the exhibition space. Third, the expected benefits of realistic content in each case were estimated. The study suggests the direction for use of realistic content in exhibition space design by the central government and local municipalities. Realistic content is considered the most suitable exhibition media for virtual reality (VR), augmented/mixed reality (AR/MR), hologram convergence, and media facade content in exhibitions. Therefore, this study limited its investigation to immersive types of realistic content. (Results) The exhibition space of the Ulsan Safety Experience Center consists of a 4D stereoscopic video hall, an AR earthquake disaster experience, and a 3D CG cinematic. The realistic content was produced with VR and AR for the exhibition, which accounted for 77.6% of the exhibition area on the third floor. The National Aviation Museum configured its exhibition space with experience-linked VR content, where realistic contents occupied 20.0% of the exhibition space. As exhibits at the Jeju Play K-Pop were planned for realistic content, they are mainly categorized into “Live 360,” which consists of 3D animation video media, and “Live Holo,” which is a hologram concert. The Dinosaur AR Experience Zone at the Gyeongnam Goseong Dinosaur Expo consists of the XR Dinosaur Live Park and the Safari Movie Theater. The exhibition media are produced with realistic VR and AR “killer” content for an application rate as high as 100%, meaning they cover the entire exhibition area. The National Ocean Science Museum has configured its exhibition space with a hanging VR simulator, 5D movie theater, and AR taking up half of the permanent exhibition hall on the third floor to make it easier to view marine and deep-sea life that are generally not easily accessible. The exhibition media are produced with VR and AR-based realistic content, and occupy a relatively high ratio of the exhibition area, at 30.0%. (Conclusions) An analysis of each case showed that realistic content is firmly established as the leading media content for the Fourth Industrial Revolution and that the exhibition state is organized of “killer” content. This analysis implies that more cultural infrastructure can be expected that features exhibition space with realistic content.

전시업체 유형별 전시회 선택속성에 관한 연구

곽대영 ( Dae Young Kwak ) (사)한국마이스관광학회(구 한국컨벤션학회) 2014 MICE관광연구 Vol.14 No.3

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.

1950-60년대 미국공보원 한국지부 전시와 그 영향

국성하 고려대학교 민족문화연구원 2023 民族文化硏究 Vol.99 No.-

The Korean branch of the U. S. Information Service(USIS/Seoul) has worked in numerous areas, including movies, publishing, broadcasting and exhibitions, to spread the U. S. government’s political and cultural ideas to Koreans. Since the mid-1950s, exhibitions have been held to introduce American culture and science. After 1960s, USIS/Seoul set up 「Country Plan for Korea」 and made many exhibitions such as subject of science, economic, anti-communist. The exhibition of USIS/Seoul was translated into Korean and introduced by the Korean branch itself. Among the exhibitions of the USIS/Seoul, there was an exhibition that focused on that period. [Atoms-for-Peace] exhibition, [anti-communist] exhibition are those exhibition. There was also an exhibition considering the political situation. There were exhibitions of [Great Ideas of Mankind] during the April 19 Revolution and election exhibitions that took place before and after the election of President John F. Kennedy. Several exhibitions related to space science were also held in connection with the competition for space development with the Soviet Union. These exhibitions include the [Pioneer V Satellite] Exhibition. USIS/Seoul thought the Korean government and Koreans were positive about U. S. policies and activities. Nevertheless, USIS/Seoul continued their exhibition activities out of the need for psychological influence to continue to support the United States by Koreans. USIS/Seoul conducted an evaluation of the exhibition after the exhibition. Not only quantitative factors such as the number of Koreans who watched the exhibition, but also the direct evaluation of Koreans and expression in newspaper articles were checked. The exhibition by USIS/Seoul served as a tool for Koreans to think positively of American culture, politics, and science. 미국공보원 한국지부는 미국의 정치사상, 문화를 한국인들에게 전파하기 위해 영화, 출판, 방송, 전시 등의 영역에서 노력했다. 전시는 주로 서울 미국공보원 문화관과 부산 등의 미국공보원을 이용하였다. 1950년대 중반부터는 공간을 대여하는 전시뿐만 아니라, 미국의 문화 등을 소개하는 전시를 열었다. 1960년대에는 한국에서의 공보 계획을 세우고 이를 실천하였다. 이 과정에서 반공, 경제, 과학 등의 다양한 주제의 전시를 진행했다. 미국공보원 서울지부의 전시는 자국의 공보원에서 제작한 전시를 한국어로 번역하여 소개하기도 했고, 서울지부에서 직접 기획, 제작한 전시도 있었다. 미국공보원의 전시는 1960년대부터 보다 활발해졌는데, 대표적인 전시로는 1960년 [평화를 위한 원자력], 1961년 [베를린 : 소련이 만들어 낸 위기], [반공전시회] 등이 있었다. 정치적 상황을 고려한 전시도 있었다. 1960년 4⋅19혁명 이후 개최했던 [인류의 위대한 사상들] 전시, 1960년 미국 대통령 선거를 전후해서 진행되었던 [선거] 전시, 1963년 베트남에서의 상황을 다룬 [베트남에서의 게릴라 전쟁] 전시 등이 이에 해당한다. 소련과의 우주개발 경쟁과 연관해서 우주과학과 관련된 전시도 개최되었는데, 1960년 [파이오니아 인공위성] 전시 등이 있다. 미국 공보원은 한국인들에게 미국을 계속적으로 지지해 줄 심리적 영향의 필요에서 전시활동을 계속해 나갔다. 미국 공보원은 각 전시를 진행한 이후 해당 전시에 대한 평가를 진행하고 전시에 참가한 양적인 요인뿐만 아니라, 한국인들의 직접적인 평가 등을 점검했다. 미국 공보원의 전시는 냉전이라는 체제 아래서 한국인이 미국의 문화, 정치, 과학 등을 긍정적으로 여기게 하는 도구로 기능했다.