대한민국 농업박람회 방문객의 프로그램 만족도 분석 및 행사평가

The Appraisal and Analysis of Visitors’ Program Satisfaction in Korea Agriculture Exposition

This study was carried out to analyze the visitors’ program satisfaction, and to propose the direction of improvement in Korea Agriculture Exposition. The survey was conducted among 593 visitors during the exposition period from October 18 until October 27. Among visitors, female visitors were 19.4% more than male, the rate of 40s and 50s was high to 53.5%, farmers was most frequent to 26.5%, and residents in Gwangju and Jeonnam were the majority with 84%. The visitors with family as companion form were most frequent to 44.2%, the rate of first visiting was highest to 37.9% in number of visiting, and exposition held information was obtained most frequently to 49.9% by word of mouth. In survey of program contents, visitors preferred the subtropical garden the most among exhibition hall, and 65.9% of visitors were satisfied about guide. The rate of satisfaction was 71.6%, and 32.7% of visitors responded that it did not participate in experience program because there was no guide. In survey of satisfaction in agricultural products purchase, 73.9% of visitors purchased agricultural products, and 86.3% of purchaser were satisfied. The 65.1% of purchaser responded that they bought because of belief about agricultural products, and purchase amount between 10000 and 20000 won was the highest with 33.6%. On the other hand, 41.3% of visitors did not purchase because they do not need. The visitors’ overall satisfaction of in Korea Agriculture Exposition was high to 82.6%, and the most unsatisfactory part appeared to drinking water facilities and parking lot. In survey of development possibility of agriculture through Korea Agriculture Exposition, 86.2% of visitors were positive, and the rate of revisiting intention highly appeared to 80.4%.