박람회의 물리적 환경이 고객 만족과 재 방문, 그리고 구전에 미치는 영향

Effects of An Exhibition’s Physical Environment on Visitor’s Satisfaction, Revisit intention and Word of Mouth: The Case of 2003 World Flower Exhibition of Koyang City

Based on the survey of the 2003 World Flower Exhibition of Koyang city. Korea. this study examines the impact of the physical environment on visitor’s satisfaction, intention to revisit and word of mouth, With face-to-face survey of visitors attending the World Flower Exhibition, a structural equation model was developed to examine the impact of the physical environment on visitor’s satisfaction, intention to revisit and word of mouth. Authors found that the greater the degree of attractiveness, cleanliness and convenience of exhibition, the greater the visitors satisfaction was. In addition, the visitor’s satisfaction was related positively on the intention to revisit and word of mouth.