해양레저스포츠산업 전시회 참가업체의 참가목표가 참가성과에 미치는 영향: 전시회 명성의 조절효과 = The Impact of Participation Goals of Exhibitors in Marine Leisure and Sports Industry Exhibition on Exhibition Performance: Moderating Effects of Exhibition Reputation

국문 초록 (Abstract)

본 연구는 전시회 참가업체의 참가목표와 참가성과, 전시회 명성 간의 관계를 규명하고자 하였다. 이를위해 참가업체의 판매목표와 비판매목표가 참가성과에 긍정적 영향을 미친다는 가설과 전시회 명성이이 관계를 강화한다는 가설을 설정하였다. 해양레저스포츠산업 전시회 참가업체를 대상으로 회귀분석한결과, 판매목표는 참가성과에 유의한 영향을 미쳤으나 비판매목표는 유의하지 않았다. 또한, 전시회 명성은비판매목표와 참가성과 간 관계에서 유의한 조절효과를 보였으나, 판매목표와 참가성과 간에는 유의하지않았다. 본 연구는 전시회 관련 연구의 범위를 확장했으며, 특히 전시회 참가기업에게 참가목표 설정 시전시회 명성을 고려하도록 유용한 정보를 제공한다는 점에서 시사점을 제공한다.

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine the relationships between the exhibition participation goals, participation performance, and exhibition reputation for companies in marine leisure and sports industry exhibition. For this purpose, relationships were established between companies’ sales goals, non-sales goals, participation performance, and exhibition reputation. Path analysis was conducted using data from 83 participants of the Korea International Boat Show to test these hypotheses. The results of this study are as follows: First, sales goals were found to have a statistically significant positive (+) effect on participation performance, while non-sales goals did not have a statistically significant effect on participation performance. Second, the moderating effect of the exhibition’s reputation on the relationship between sales goals and participation performance was not significant, but the moderating effect of exhibition reputation on the relationship between non-sales goals and participation performance was significant.
This study has two implications. It expands the research area of international exhibitions into new industries, such as marine leisure and sports industry. Additionally, it provides companies planning to participate in international exhibitions with insights on how to improve participation performance and which exhibitions to attend.