무역전시회 참가업체 만족도에 관한 연구

The Assessment Items of Exhibitor Satisfaction In Trade Show

This study shows the following results. First, the assessment items of the whole exhibition operation, workforce, counselor’s ability, facility and environment were important analysis factors for exhibition recognition, quality of human operation and quality of exhibition facility and environment. Second, exhibition recognition was found to be the most significant factor that influenced exhibitor’s cognitive achievement, exhibition employee operation and exhibition facility. Third, exhibitors’ satisfaction simultaneously increased as exhibition recognition and employee operation quality were raised. However, exhibition facility didn’t strongly influence exhibitors’ satisfaction. Fourth, high exhibition recognition, employee operation and exhibition facility resulted in high cognitive achievement and exhibitor’s loyalty. Fifth, exhibition recognition is a highly influential factor to mediate exhibitor’s cognitive achievement and exhibitors’ loyalty. It implied that exhibitors’ cognitive achievement and satisfaction were significantly related to the exhibition quality factor. Moreover, it indicated the effective and efficient operational method to strengthen promotional strategy, enhance the quality of employee operation, exhibition facility and environment. Thus, the results suggest a new method to evaluate exhibitor’s satisfaction in the exhibition industry.