Effect of exhibition visitors’ pleasure and enjoyment on commitment and re-participation intention

Effect of exhibition visitors’ pleasure and enjoyment on commitment and re-participation intention

As people become more interested in conventions, countries and organizations are putting more effort into fostering the MICE industry. For example, Korea has designated the MICE industry as a future growth area and has established promotion plans. Also, Korea has been making an effort to solve related industries’ political and institutional problems. As a result, the MICE industry in Korea has grown fast and is now positioned as a knowledge service industry. By selecting the variables ‘pleasure’ and ‘enjoyment’, the sub-factors of fun, as dependent variables, this study attempts to empirically examine participation commitment and re-participation intention for conventions according to exhibition participants’ feelings. The study found that as convention visitors’ joy increases, their continuance commitment and affective commitment increases significantly, and as their pleasure increases, their retentive commitment also increases. In addition, the study identified that as continuance commitment and affective commitment become stronger, positive effects on reparticipation intention grow.