국제관광전시회의 품질이 방문객 만족과 충성도에 미치는 영향에 관한 연구

The Effects of International Travel Show Quality on Visitor's Satisfaction and Loyalty

The purpose of this research is to find how the evaluation of exhibition quality has influence on visitor's satisfaction and loyalty and to find the influential relationship between visitor's satisfaction and loyalty after visiting travel show. Based on the previous studies, this research proposed a structural relationship among exhibition quality - whose sub-elements are exhibition organization, facility and convenience, travel information, customer service, and accessibility-visitor's satisfaction and loyalty, and these relationships were then hypothesized. After analyzing a survey data obtained from 516 visitors in the Busan International Travel Fair, visitor's satisfaction is influenced by exhibition organization, travel information, and customer service; loyalty is influenced by travel information; and loyalty is influenced by visitor's satisfaction. However, by using the Bootstrap methods to calculate the indirect effect of exhibition quality on loyalty, it was clearly seen that exhibition organization, travel information, and customer service has an indirect effect on loyalty.