한국국제관광전 참관동기 변화에 관한 연구

A study on the Visitor’s Motivational Change of the Korea World Travel Fair

Nowadays, International travel fairs have been regarded as the effective means of marketing. In spite of these advantages and importance of holding international travel fairs, there are few academic studies on the visitors’ motivational changes. The purpose of this study is to analyze if there are any visitors’ motivational changes of the Korea World Travel Fair during 2004, 2007, and 2010. In addition, this paper is aimed at giving advices for efficient management and better program strategies. To accomplish the purpose of the study, researchers developed a survey instruments based on related literatures. Data was collected from visitors taking part in Korea World Travel Fair located in COEX during 2004, 2007, and 2010. The research was conducted using SPSS 12.0. The results of analysis were as follows : First, There are motivational changes of visitors attending the Korea World Travel Fair as time goes by. Especially, gaining information shows changes. It is predicted that the attraction of collecting information is decreased because there are a lot of information sources such as the internet system. Second, There are changes of program preference on the Korea World Travel Fair during 3 years. It is predicted that there are various kind of factors such as visitors’ ages, sex and so on. This study also shows, as time goes by, visitors attending Korea World Travel Fair prefer to participate cultural programs of other countries and special events to collect information.