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

• 영문명: The Impact of Exhibition Service Quality on Visitor's Satisfaction and Behavioral Intention Focused on The Moderation Effect of Exhibition Involvement
• 발행기관: 관광경영학회
• 저자명: 하홍국 김현주
• 간행물 정보: 『관광경영연구』제24권 제5호, 775~795쪽, 전체 21쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2020.09.30

영문 초록

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.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅴ. 결 론

참고문헌

키워드

exhibitio servic quality satisfaction behaviora intention exhibitio involvement LR-tes verification