전시회 참관수요 결정요인 분석 코로나19시대의 전시회 관여도를 중심으로

• 영문명: Analysis on the Determinants of Demand for Exhibition Visitors Focused on Exhibition Involvement in the era of COVID-19
• 발행기관: 관광경영학회
• 저자명: 하홍국 이희찬
• 간행물 정보: 『관광경영연구』제24권 제6호, 763~782쪽, 전체 20쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2020.11.30

영문 초록

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.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결론 및 시사점

참고문헌

키워드

Exhibition Service quality Exhibition Involvement LR-Test Verification Truncated Poisson Model Truncated Negative Binomial Model