체험요인 도입이 박람회 추가 지불의사에 미치는 영향 연구

• 영문명: The Impact of Introducing Experiential Factors on Willingness to Pay a Premium at Fairs: An Application of the Contingent Valuation Method
• 발행기관: 한국무역연구원
• 저자명: 김은진 윤영혜 김미성
• 간행물 정보: 『무역연구』제19권 제5호, 315~328쪽, 전체 14쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2023.10.31

영문 초록

Purpose - This study aims to investigate the effect of introducing experiential factors on the willingness to pay a premium at fairs with a case study of International Horticlture Goyang Korea 2023. Design/Methodology/Approach - The study utilized a contingent valuation method (CVM) to derive willingness to pay a premium. An online survey was conducted among general participants of International Horticlture Goyang Korea 2023. A total of 1,090 responses were collected, and 628 valid responses were used for CVM analysis. Findings - As a result of the analysis, the per capita willingness to pay (WTP) a premium for International Horticlture Goyang Korea was estimated at KRW 2,081.12. Based on this, the amount of additional revenue that can be generated through experience fee revenue in the future can be estimated at 832,440,000 won (assuming an average of 400,000 visitors). Research Implications - This study is significant because it explored the economic aspects of holding a sustainable fair. The results show that participants are willing to pay a premium for the experience. Based on these results, it is expected that additional revenue can be generated, and in the future, financial independence and economic sustainability can be secured.In addition, this study is significant in that it introduces willingness to pay a premium , which has been used mainly in the tourism sector, to the exhibition and trade fair sector. It can serve as a cornerstone for research on willingness to pay a premium that can increase the value of trade fairs in the future.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법론

Ⅳ. 실증분석 결과

Ⅴ. 결론

References

키워드

Contingent Valuation Method (CVM) Experiential Factor Fair Willingness to Pay (WTP) Willingness to Pay a Premium